Page 262 - (DK) The Business Book
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260 CREATING A BRAND
rands are how organizations
IN CONTEXT make their product or
B service stand out from
FOCUS
the competition. In ancient times,
Brand creation
cattle and slaves were branded to
KEY DATES show ownership, and in the Middle Products are made
1850s During the industrial Ages paper manufacturers could in the factory, but brands
revolution products are mass- be identified by a watermark in the are created in the mind.
produced for the first time, so paper. However, our modern idea Walter Landor
supply outstrips demand. of the brand—which includes every German brand expert
part of the perceived identity of (1913–95)
1880s and 90s In the US and a company, from logo to affiliations—
Europe, brand names— did not emerge until the mid-to-
including Coca-Cola, Kelloggs, late 19th century.
and Kodak—become popular The increasing number of
for promoting products. middle-class, literate consumers
in Western societies were able for
1950s TVs become popular in
the first time to choose from a such as Levi’s began to stamp their
the home, providing a new way
range of items rather than buy from name on products. These companies
for companies to send sales
necessity. In the US and Europe, as were seeking to build a direct
messages to the mass market.
the supply of packaged goods relationship with the customer.
2002 The average number continued to grow, manufacturers
of brands in a US supermarket saw the importance of differentiating The dawn of advertising
is 32,000, compared to their products. Coca-Cola launched Brands took off in the 1950s, when
20,000 in 1990. in 1886 with its name in a there was a postwar boom in mass
distinctive script, backing up the production and televisions became a
2013 Brand advocates—
brand 30 years later with a now- common item in homes. Businesses
members of the public who
famous contoured bottle. Quaker such as Unilever and Procter &
recommend products or Oats used a man in Quaker Gamble began to create identities
services online—are clothing on its 1896 advertisment, for otherwise indistinguishable
estimated to number 60 holding a package of oats in one soaps and laundry detergents. They
million in the US alone. hand, and a scroll saying “Pure” in needed to package their product so
the other. Clothing manufacturers that consumers would reach for it
A person or company Vision and values form These are integrated into
has an idea that part of the idea. one “personality” for the
is different. product or service.
The brand stands out Packaging and
because its positive promotion communicate In this way, the idea
and all its elements
differences from the and reinforce the become the brand.
competition are clear. brand image.
