What Is Branding
What is Branding
A comprehensive look at the origin and function of “branding.” by Mark Gallagher and Laura Savard
Many people frequently misuse the term “brand” by interchanging it with advertising, marketing, naming and design. These improper applications have caused much confusion as to what branding is and how it works. Business consultancies, marketing companies, advertising agencies, public relations firms and graphic/web design studios each define brand within their own frame of reference and expertise. As such,
“branding” has become a bit of a buzz word. But, what does it really mean and how does it work? Where did all start and how can it create value? To benefit from the ef-
Let’s begin with the etymology of the word “brand.”
According to the Morris Dictionary of Word and Phrase
Origins:
“brands/trademarks. The practice of branding animals for the purpose of identification is so old that its exact origins are unknown. We do know, however, that brands were first used on humans—criminals and slaves. According to the Oxford Dictionary, the practice of branding animals to indicate ownership was well established in England before Shakespeare’s time and the term trademark for the word or symbol chosen by a manufacturer to identify and distinguish his product was in use before 1838. Official registration of trademarks by the U.S. Patent Office did not begin, however, until 1870.”
W hat is Branding
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HISTORY
Academics and marketers unanimously agree that the origin and evolution of branding moved from a commodity-driven model to a value-driven model. Rice, sugar, cotton and steel were all strictly commodities at one point. Consumers used the identification system, designed to show ownership, as a tool to navigate their way through vast offerings of these common goods.
This allowed them not only to identify the best products available in their market, but empowered them to repeat a favorable purchase.
Economists credit an
A comprehensive look at the origin and function of “branding.” by Mark Gallagher and Laura Savard
Many people frequently misuse the term “brand” by interchanging it with advertising, marketing, naming and design. These improper applications have caused much confusion as to what branding is and how it works. Business consultancies, marketing companies, advertising agencies, public relations firms and graphic/web design studios each define brand within their own frame of reference and expertise. As such,
“branding” has become a bit of a buzz word. But, what does it really mean and how does it work? Where did all start and how can it create value? To benefit from the ef-
Let’s begin with the etymology of the word “brand.”
According to the Morris Dictionary of Word and Phrase
Origins:
“brands/trademarks. The practice of branding animals for the purpose of identification is so old that its exact origins are unknown. We do know, however, that brands were first used on humans—criminals and slaves. According to the Oxford Dictionary, the practice of branding animals to indicate ownership was well established in England before Shakespeare’s time and the term trademark for the word or symbol chosen by a manufacturer to identify and distinguish his product was in use before 1838. Official registration of trademarks by the U.S. Patent Office did not begin, however, until 1870.”
W hat is Branding
|
HISTORY
Academics and marketers unanimously agree that the origin and evolution of branding moved from a commodity-driven model to a value-driven model. Rice, sugar, cotton and steel were all strictly commodities at one point. Consumers used the identification system, designed to show ownership, as a tool to navigate their way through vast offerings of these common goods.
This allowed them not only to identify the best products available in their market, but empowered them to repeat a favorable purchase.
Economists credit an