Branding has evolved from distinguishing ownership of livestock to becoming a medium for sharing cultural myths. Early brands served to identify owners of cattle and goods. Later, medieval guilds used brands to signify craftsmanship. In the 17th century, brands became a quality guarantor as Josiah Wedgwood used branding to command premium prices. Mass production and advertising in the 1800s expanded branding's role in connecting emotionally with consumers. By the 1960s, branding shifted to associate products with desirable lifestyles and meanings rather than just functions.
Marketing luxury is a paradox. Luxury defies econometric models. Though the processes by which consumers acquire and consume luxury remain an enigma, luxury brand names and products are highly visible in the marketplace. This slide deck empirically explores the luxury sector, the status of international luxury brands, and how luxury is branded and sold to consumers.
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson : Brand startegies
Faculty Name: Vishal Desai
Marketing luxury is a paradox. Luxury defies econometric models. Though the processes by which consumers acquire and consume luxury remain an enigma, luxury brand names and products are highly visible in the marketplace. This slide deck empirically explores the luxury sector, the status of international luxury brands, and how luxury is branded and sold to consumers.
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson : Brand startegies
Faculty Name: Vishal Desai
Burberry - Brand identity and artification analysisAda Di Matteo
The brand identity analysis is carried out by means of Kapferer's Brand Identity Prism. As many other luxury brands, Burberry is engaged in a process of artification (transformation of non-art into art). An analysis of the brand's art initiatives follows.
Management of Fashion and Luxury Companieskgvsanthosh
What is Fashion?, What is Luxury?, Luxury Segments in Retail, Fashion market segmentation, Business models, Business model framework, communication of brands, Global Retail Trends, Retail Distribution channel and its types.
Reference link:- https://www.coursera.org/learn/mafash#syllabus
A brief look into brand identity and some of the models involved with its such as the brand identity prism. as well as examples of Nikes Identity prism and Jaguars identity prism.
A lot more info can be located on my website : https://digibowl.wordpress.com/2016/03/30/what-is-brand-identity-a-closer-look-at-the-brand-identity-prism/
This series constitutes co-branding and corporate branding, where student will study how the brand partnership and corporate branding can result in making an image in the mind of customers.
Brand architecture is the structure of brands within an organizational entity. ... Often, decisions about brand architecture are concerned with how to manage a parent brand, and a family of sub-brands – managing brand architecture to maximize shareholder value can often include using brand valuation model techniques.
Concept of Branding in General: An Analysis of Customers’ PerspectiveDr. Amarjeet Singh
When the word brand comes to mind, we, as a customer, can only think about those names which have created an impact in our mind. We do not keep those brand names in our mind which are not impactful. At the same time, it is a major concern for the brands to captivate the place in customers’ minds so that while making a purchase, customers can choose without having second thoughts. The concept of branding is very important in today’s globalized market, as there are lots of competitors in every field. It is the duty and responsibility of the top management of a company to maintain its brand image. But often they fail to do so due to lack of copy testing and customer behavior analysis. Furthermore, it is also important to know about customers’ perception on the concept ‘branding.’ This paper deals particularly with the perception of customers on the concept of branding. Researchers quantitatively analyzed the data collected from a survey to make conclusions which will help the managers to have an insight before making marketing strategies.
Burberry - Brand identity and artification analysisAda Di Matteo
The brand identity analysis is carried out by means of Kapferer's Brand Identity Prism. As many other luxury brands, Burberry is engaged in a process of artification (transformation of non-art into art). An analysis of the brand's art initiatives follows.
Management of Fashion and Luxury Companieskgvsanthosh
What is Fashion?, What is Luxury?, Luxury Segments in Retail, Fashion market segmentation, Business models, Business model framework, communication of brands, Global Retail Trends, Retail Distribution channel and its types.
Reference link:- https://www.coursera.org/learn/mafash#syllabus
A brief look into brand identity and some of the models involved with its such as the brand identity prism. as well as examples of Nikes Identity prism and Jaguars identity prism.
A lot more info can be located on my website : https://digibowl.wordpress.com/2016/03/30/what-is-brand-identity-a-closer-look-at-the-brand-identity-prism/
This series constitutes co-branding and corporate branding, where student will study how the brand partnership and corporate branding can result in making an image in the mind of customers.
Brand architecture is the structure of brands within an organizational entity. ... Often, decisions about brand architecture are concerned with how to manage a parent brand, and a family of sub-brands – managing brand architecture to maximize shareholder value can often include using brand valuation model techniques.
Concept of Branding in General: An Analysis of Customers’ PerspectiveDr. Amarjeet Singh
When the word brand comes to mind, we, as a customer, can only think about those names which have created an impact in our mind. We do not keep those brand names in our mind which are not impactful. At the same time, it is a major concern for the brands to captivate the place in customers’ minds so that while making a purchase, customers can choose without having second thoughts. The concept of branding is very important in today’s globalized market, as there are lots of competitors in every field. It is the duty and responsibility of the top management of a company to maintain its brand image. But often they fail to do so due to lack of copy testing and customer behavior analysis. Furthermore, it is also important to know about customers’ perception on the concept ‘branding.’ This paper deals particularly with the perception of customers on the concept of branding. Researchers quantitatively analyzed the data collected from a survey to make conclusions which will help the managers to have an insight before making marketing strategies.
Snap Agency, the leader in digital ecommerce solutions recently published a blog post and supplemental slide presentation explaining the importance of brand strategy and how to develop one.
4th articleNo Logo Taking Aim at the Brand Bullies By NAOMI .docxgilbertkpeters11344
4th article::
No Logo Taking Aim at the Brand Bullies
By NAOMI KLEIN
NEW BRANDED WORLD
As a private person, I have a passion for landscape, and I have never seen one improved by a billboard. Where every prospect pleases, man is at his vilest when he erects a billboard. When I retire from Madison Avenue, I am going to start a secret society of masked vigilantes who will travel around the world on silent motor bicycles, chopping down posters at the dark of the moon. How many juries will convict us when we are caught in these acts of beneficent citizenship?
— David Ogilvy, founder of the Ogilvy & Mather advertising agency,
in Confessions of an Advertising Man, 1963
The astronomical growth in the wealth and cultural influence of multinational corporations over the last fifteen years can arguably be traced back to a single, seemingly innocuous idea developed by management theorists in the mid-1980s: that successful corporations must primarily produce brands, as opposed to products.
Until that time, although it was understood in the corporate world that bolstering one's brand name was important, the primary concern of every solid manufacturer was the production of goods. This idea was the very gospel of the machine age. An editorial that appeared in Fortune magazine in 1938, for instance, argued that the reason the American economy had yet to recover from the Depression was that America had lost sight of the importance of making things:
This is the proposition that the basic and irreversible function of an industrial economy is the making of things; that the more things it makes the bigger will be the income, whether dollar or real; and hence that the key to those lost recuperative powers lies ... in the factory where the lathes and the drills and the fires and the hammers are. It is in the factory and on the land and under the land that purchasing power originates [italics theirs].
And for the longest time, the making of things remained, at least in principle, the heart of all industrialized economies. But by the eighties, pushed along by that decade's recession, some of the most powerful manufacturers in the world had begun to falter. A consensus emerged that corporations were bloated, oversized; they owned too much, employed too many people, and were weighed down with too many things. The very process of producing -- running one's own factories, being responsible for tens of thousands of full-time, permanent employees — began to look less like the route to success and more like a clunky liability.
At around this same time a new kind of corporation began to rival the traditional all-American manufacturers for market share; these were the Nikes and Microsofts, and later, the Tommy Hilfigers and Intels. These pioneers made the bold claim that producing goods was only an incidental part of their operations, and that thanks to recent victories in trade liberalization and labor-law reform, they were able to have their products m.
This is the slide deck from my Training Magazine Network webinar about CPR, Context, Pilot, Report. CPR is an evaluation framework for learning technologies.
Microlearning: Macro-knowledge in nanosecondsCara North
The presentation was given at Ohio University Educational Technology Conference 2017. Co-presented with graduate student peers Natalie Gintert and Vicki Simmerman
How to Make a Field invisible in Odoo 17Celine George
It is possible to hide or invisible some fields in odoo. Commonly using “invisible” attribute in the field definition to invisible the fields. This slide will show how to make a field invisible in odoo 17.
A Strategic Approach: GenAI in EducationPeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
Introduction to AI for Nonprofits with Tapp NetworkTechSoup
Dive into the world of AI! Experts Jon Hill and Tareq Monaur will guide you through AI's role in enhancing nonprofit websites and basic marketing strategies, making it easy to understand and apply.
Francesca Gottschalk - How can education support child empowerment.pptxEduSkills OECD
Francesca Gottschalk from the OECD’s Centre for Educational Research and Innovation presents at the Ask an Expert Webinar: How can education support child empowerment?
Model Attribute Check Company Auto PropertyCeline George
In Odoo, the multi-company feature allows you to manage multiple companies within a single Odoo database instance. Each company can have its own configurations while still sharing common resources such as products, customers, and suppliers.
A workshop hosted by the South African Journal of Science aimed at postgraduate students and early career researchers with little or no experience in writing and publishing journal articles.
Synthetic Fiber Construction in lab .pptxPavel ( NSTU)
Synthetic fiber production is a fascinating and complex field that blends chemistry, engineering, and environmental science. By understanding these aspects, students can gain a comprehensive view of synthetic fiber production, its impact on society and the environment, and the potential for future innovations. Synthetic fibers play a crucial role in modern society, impacting various aspects of daily life, industry, and the environment. ynthetic fibers are integral to modern life, offering a range of benefits from cost-effectiveness and versatility to innovative applications and performance characteristics. While they pose environmental challenges, ongoing research and development aim to create more sustainable and eco-friendly alternatives. Understanding the importance of synthetic fibers helps in appreciating their role in the economy, industry, and daily life, while also emphasizing the need for sustainable practices and innovation.
This slide is special for master students (MIBS & MIFB) in UUM. Also useful for readers who are interested in the topic of contemporary Islamic banking.
2. BRAND
● Comes from an Old Norse word, “brandr”- meaning to
burn.
● Owners of livestock burned a symbol in their skin to
distinguish who owned them.
● Livestock traders identified quality of animals by whose
name they had.
om an Old Norse word, “brandr” – meaning to burn.
of livestock burned a symbol in their skin to distinguish who owned them.
3. Brand
● In ancient cultures (Egypt, China, Rome, Greece) humans
wanted to leave their mark.
● ancient Artisans Stamps
● Marks, symbols on Egyptian and Greek temples
4. Medieval Guilds
● In Europe from 11-16th Century
● Each Guild had a distinct sign to identify the product &
craftsmen to consumers.
● Guilds function similar to companies: a.) different level of
employees (master & apprentices), b.) controlled trade,
authenticity, c.) community roles
5. 17th C: Brands as a quality guarantor
Josiah Wedgewood marked his tableware to command a premium price
has been cited as the father of modern marketing and the creator of the first luxury brand
Brand Gave aura of sophistication and status to user
6. Advertising agencies begin to appear
England 1800’s
Companies used them to find new and innovative ways to reach consumers
Many people did no read newspapers
Banners on poles
People wearing placards
Umbrellas with signs on them
Brand names on packaging with eye catching slogans
7. The Industrial Revolution 1800-1875
The Industrial Revolution in the 19th C. made production
of goods faster & easier.
● Machine production & higher quantities
● Power, transport & trade
● Communication
● Printed media
● First advertisements
● Focus on market demand
8. 1820’s
Products like ale and wine saw larger batches and distribution. Producers burned their mark on
the crates and cases to distinguish them from competition.
Brand evolved to a symbol of quality rather than ownership. Products with consistent high
quality could charge a higher price.
9. 1870’s
Became possible to register a trademark to prevent competitors from creating confusingly
similar products.
Brands promised functional benefits. Eg “Coca Cola Revives and Sustains”
Brands themselves had become valuable By 1905
10. Charles frederick worth
an englishman in paris
1858 - OpenS the first high fashion retail store (House of Worth)
Credited as First luxury brand (even though hermes est. in 1837)
Father of haute couture
First designer to put his name on a label sewn in garment
11. 1911 - paul poiret
● produces controversial designs opposite from Worth
● One of the first designers to extend his fashion brand
● to other categories: Home furnishings & perfume
● Credited with creating first integrated brand marketing campaigns: packaging,
advertising, and pr for his boutique (Maison Rosine de poiret)
12. More Brand as a quality guarantor
Proctor and Gamble establish today’s idea of brand building with rigorous go-to-market plans
and communications strategies
Identify Unique Selling Proposition:
floats in water
Focuses on functional and rational
13. Quality guarantor
First registered trademark cereal
Focus on superior Quality
Distinguish themselves
Build quality reputation
Charge a premium
15. Brand as a Badge
1899 The Theory of the Leisure class by Thorstein Veblen
Mid 20c focus on social aspects of branding
1950 economist harvey leibenstein published article in
Quarterly journal of economics
Bandwagon,snob,and veblen effects in the theory of consumer demand
16. Brand as a badge
1960’s passion for cultural theory
Ernest Dichter father of motivational research: focus groups
Vance Packard The Hidden Persuaders
Birth of prestige brands as status symbols or badges
What we consume says something about who we are-
or at least what we would like to be: Lifestyle branding
17. AFTER 1945
After the Second World War fashion scene moved to US
•Demand start increasing
•Consumer Culture started growing
•Andy Warhol – late 60s
•He understood Brand as a concept
•“Become your business brand”, “15 minutes of Fame”
•“Starting a business is easier and cheaper than ever. All you need is a good idea”
•“America is consumer based society”
18. ANDY WARHOL
Themes: celebrities & consumer goods
His Art represents a mixture of marketing and illustration
It becomes evident that Brands are “financial assets”
19. 1960’s
1928 - Propoganda by edward bernays (nephew of sigmond freud)
argued that by associating products with ideas you could
change large numbers of people’s minds
By 1960’s marketers used mass media to associate brands with
emotional benefits rather than functional ones.
Brands could make you more desirable, part of an exclusive
club etc. eg. “Have a coke and a smile” - just happier
20. 60’s hotels
Begin to form brand identity
Less than 10% were part of a chain
By 1975 it was 40%
21. 1970-80’s: Brand as a building block
The “Me” decade - everything became bigger and better
Distribution channels were around the globe
Consumers had more choices
Focus moved to building brand recognition vs exclusive focus on product and service
Build loyalty that extends across product lines to give customers sense of belonging and
personal meaning
23. Brand as a building block
● It becomes clear that the True owners of the brand are not the company - but the
consumers
● Companies try to measure and define the value of their brand in monetary terms
● Create the concept of brand equity
24. Apple Ad
● Based on George Orwell’s book 1984
● Users Break free of rigid conformity by using Apple computers
● Computer is almost an afterthought
● Focus became establishing long term corporate identity rather than short ad campaigns
● Ad agencies became brand consultancies
● Corporate branding extended to non-profits, political groups, and personal brands for
celebrities
25. 90’s
● Rise of internet and social media drive the next evolution of branding
● Consumers want to participate. Brands rely on their customers to help establish perception
and value
● Loyalty of actively participating customer base is unparalleled
● Viral marketing, search engine optimization, outsourcing delivery aid visibility and
speed to delivery without spending millions on ads
26. Brand as a medium
Look back to early days of brand building - soap operas
Radio and Television formats initially launched and produced by procter and gamble to
tell stories around their products and sell brands
Brand was the message and the medium at the same time
You didn’t buy media space to place your message in an attractive context -
You made the context!
Merged the two to create “content” (something for people
To rally around and love
27. Brand as a medium
Exactly what 21c is about again
Difference is we have gone interactive
The Audience are actors and they are taking things into their own hands
Brands can no longer force their way into existing content they must create it and engage a
community
Community marketing= inspiring conversations and a fanlike community of followers
28. Brand as a medium - coca cola
1920’s created Santa as we now know him
1
29. Brand As a Medium - Coca cola
1998 objectify men as sex symbols
30. Coca cola
Happiness Machines - ATM dispenses $100.00 to passers who promise to use the money to make
someone happy
31. Coca cola
2012 Happiness for couples machine
Couples had to testify to your love to get two cokes free
32. Coke as a Medium or myth today
They have gone even further, into political connections
Asking pakistanis and Indians to “share” a coke in kashmir
33. Brand as a myth
Idea that brands can elevate themselves into a myth
By pursuing a clear mission and sharing and expanding through these legendary tales
Ethical Branding or Ideological Branding by Roy Spence calls it “having a purpose”
Brands must stand for something in order to connect with people
Brands need to regain respect
34. Brand as a myth
Consumers are disillusioned,cynical, and more demanding
Brands need to prove they are not just empty marketing shells
Need transparency
Brands should be consensual communities driven by a core belief that attracts others to share
this belief
Can achieve true bias, which gives them an edge above their competition
35. Summary
● Early Brands identify ownership
● 11-16 C Brands identify Product and craftsmen
● 17c Brand as a quality Guarantor (Functional)
● 1870’s Can Legally register trademarks
● 20c New Mediums of communicate
● 1911 -First integrated marketing campaigns
● 1945- consumer culture evolves
36. Summary Continued
1950’s- Brand as a badge - lifestyle branding (Social)
1960’s - Brand as a concept
1960’s - marketers use mass marketing to associate brands with emotion vs. function
1970-80’s - Brand as a building block (emotional)
90’s - brand as a medium (Cultural)
2000’s- Brand as a myth (Philisophical)