Branding in basic words is the advancement of items and administrations with various promoting devices and a unique advertising blend. It has existed since the 1500s yet has developed into a legitimate pupil a lot later. Marking is exceptionally unique in nature; it can change for the time being and has the force of adjusting viewpoints. It is a vital device for organizations to advance and sell their items/administrations to shoppers.

1. WHAT IS
BRANDING?

2. Branding in simple words is the promotion of products and services with
different marketing tools and a dynamic marketing mix. Branding has existed
since the 1500s but has evolved into a proper disciple much later.
What is branding?
What is the nature of branding?
Branding is highly dynamic in nature; it can change overnight and has the power of
changing perspectives. It is a very important tool for companies to promote and sell
their products/services to consumers.

3. HOW INDUSTRIAL REVOLUTION A LOT OF CHANGE IN
BRANDING ?
The industrial revolution from 1750-1850s brought about mass production. Markets became
heterogenous and consumers now started having choices. The years after that saw a
tremendous increase in inventions. Coca Cola (1886), Colgate (1873), Unilever (1929), Lego (1932).
Companies started branding their products and services through newspapers. Print ads were
available at the time. The posters included informative ads about the products.
The beginning of the 20th century saw a shift in advertising, and now brands made use
of radio stations using jingles and melodious tunes for branding their
products/services.
Soon after the radio came televisions, the first television ad ever was made by Bulova
Watches in 1941, right before a New York baseball game. Televisions picked up massive
popularity. Brands started targeting customers through these mediums and rose to
success.

4. The decades of 1950s and 1960s are known as the “modern ages” of branding. This was the time
when, the term “USP” (unique selling proposition) was first used by Rosser Reeves. The branding
structure here included the usage of USPs massively on all marketing fronts to sell the products.
The durability, strengths and other unique propositions of the products were advertised. Coloured
televisions gained attention of audiences, large colour posters and billboards were used. Companies
now started hiring brand managers, in order to have a competitive advantage and to outdo its
competitors.
Something a little special happened in the 1960s, where branding started focusing more on tapping
the emotional side of buyers than the USPs of the products. When a consumer is tapped
emotionally by using psychological tactics, the buying pattern has a considerable change, which
could result in good sales or vice versa. The era of 1960s also saw the method of targeting the
younger demographics as the youth are the trendsetters of tomorrow, as seen in ads by Pepsi. This
methodology is still followed by many companies.
Overall branding here was slowly shifting towards impacting the consumers emotionally, and the
marketing mix was customized in a similar manner.

6. The era after this was commenced by the digital age (late 90s early 2000s). Televisions
broadcasts had taken over print media and steadily different forms of advertising in forms of
mobile and email started falling into place. Brands became stronger and started multiple
expansions globally after the changed economic reforms of different countries. Mobile phone
marketing and telemarketing became evident. Customer segmentation also started taking
place.
Soon after the digital media took over all traditional forms of advertising, and branding was
changed forever. With the growth of mobile phones along with the advancement in
information, communication technology many applications took birth. Facebook (2004),
Blackberry Messenger (2005), Twitter (2006), Instagram (2010) etc. New applications provided
new opportunities for brands to form their bases, target more specific demographics and run
ads respectively. E-commerce started growing and the world started becoming a smaller place.
Companies began having online presences and branding was not just related to the products it
also included institutional messaging and campaigns to make the world a better place.
Celebrity endorsements increased substantially. The market gaps were filled with an overload
of products in the market.
BRANDING IN DIGITAL AGE

7. The days today, (2010s-2020s); tremendous changes resulted in more e-commerce websites,
online and personal selling both, more customization and evolution of brands with the changing
times. Viral marketing, moment marketing became the new trends. Then the pandemic hit. This
again resulted in changing brand strategies. Today having an online presence is the only way you
can ensure that your business is functional.

8. Thus, to conclude it's safe to say branding is not fixed. It keeps changing again and again. We are at
the golden ages of branding with a beautiful combination of traditional and modern marketing tools.
The strategies used today may continue for a long time or become redundant immediately. Branding is
a disciple where a new morning brings a new chapter. For any brand/company to progress it is evident
that they need to adopt the changing strategies to be at the top or as market leaders.
CONCLUSION