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1731:) refers to consumers' ability to correctly differentiate a brand when they come into contact with it. This does not necessarily require consumers to identify or recall the brand name. When customers experience brand recognition, they are triggered by either a visual or verbal cue. For example, when looking to satisfy a category need such as a toilet paper, the customer would firstly be presented with multiple brands to choose from. Once the customer is visually or verbally faced with a brand, they may remember being introduced to it before. When given a cue, consumers able to retrieve the memory node associated with the brand exhibit brand recognition. Often, this form of brand awareness assists customers in choosing one brand over another when faced with a low-involvement purchasing decision.
3073:, an American retail chain to place their brand name on the tires. Microsoft, a multinational technology company is seriously regarded as a corporate technology brand but it sells its versatile home entertainment hub under the brand Xbox to better align with the new and crazy identity. Gillette catered to females with Gillette for Women which has now become known as Venus. The launch of Venus was conducted in order to fulfil the feminine market of the previously dominating masculine razor industry. Similarly, Toyota, an automobile manufacturer used mixed branding. In the U.S., Toyota was regarded as a valuable car brand being economical, family orientated and known as a vehicle that rarely broke down. But Toyota sought out to fulfil a higher end, expensive market segment, thus they created
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2738:, primarily a producer of canned soups. They utilize a multiproduct branding strategy by way of soup line extensions. They have over 100 soup flavours putting forward varieties such as regular Campbell soup, condensed, chunky, fresh-brewed, organic, and soup on the go. This approach is seen as favourable as it can result in lower promotion costs and advertising due to the same name being used on all products, therefore increasing the level of brand awareness. Although, line extension has potential negative outcomes with one being that other items in the company's line may be disadvantaged because of the sale of the extension. Line extensions work at their best when they deliver an increase in company revenue by enticing new buyers or by removing sales from competitors.
3256:, which means "No label" in English (from 無印良品 – "Mujirushi Ryohin" – literally, "No brand quality goods"), and the Florida company No-Ad Sunscreen. Although there is a distinct Muji brand, Muji products are not branded. This no-brand strategy means that little is spent on advertisement or classical marketing and Muji's success is attributed to the word-of-mouth, simple shopping experience and the anti-brand movement. "No brand" branding may be construed as a type of branding as the product is made conspicuous through the absence of a brand name. "Tapa Amarilla" or "Yellow Cap" in Venezuela during the 1980s is another good example of no-brand strategy. It was simply recognized by the color of the cap of this cleaning products company.
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unique, brands that are differentiated from rival brands. Aaker conceptualized brand personality as consisting of five broad dimensions, namely: sincerity (down-to-earth, honest, wholesome, and cheerful), excitement (daring, spirited, imaginative, and up to date), competence (reliable, intelligent, and successful), sophistication (glamorous, upper class, charming), and ruggedness (outdoorsy and tough). Subsequent research studies have suggested that Aaker's dimensions of brand personality are relatively stable across different industries, market segments and over time. Much of the literature on branding suggests that consumers prefer brands with personalities that are congruent with their own.
1957:(2010), every touchpoint has the "…potential to add positive – or suppress negative – associations to the brand's equity" Thus, a brand's IMC should cohesively deliver positive messages through appropriate touch points associated with its target market. One methodology involves using sensory stimuli touch points to activate customer emotion. For example, if a brand consistently uses a pleasant smell as a primary touchpoint, the brand has a much higher chance of creating a positive lasting effect on its customers' senses as well as memory. Another way a brand can ensure that it is utilizing the best communication channel is by focusing on touchpoints that suit particular areas associated with
1775:) is the ability of the customer retrieving the brand correctly from memory. Rather than being given a choice of multiple brands to satisfy a need, consumers are faced with a need first, and then must recall a brand from their memory to satisfy that need. This level of brand awareness is stronger than brand recognition, as the brand must be firmly cemented in the consumer's memory to enable unassisted remembrance. This gives the company huge advantage over its competitors because the customer is already willing to buy or at least know the company offering available in the market. Thus, brand recall is a confirmation that previous branding
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3295:(2012), author and brand strategist Simon Pont posits that social media brands may be the most evolved version of the brand form, because they focus not on themselves but on their users. In so doing, social media brands are arguably more charismatic, in that consumers are compelled to spend time with them, because the time spent is in the meeting of fundamental human drivers related to belonging and individualism. "We wear our physical brands like badges, to help define us – but we use our digital brands to help express who we are. They allow us to be, to hold a mirror up to ourselves, and it is clear. We like what we see."
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1566:. Quite literally, one can easily describe a successful brand identity as if it were a person. This form of brand identity has proven to be the most advantageous in maintaining long-lasting relationships with consumers, as it gives them a sense of personal interaction with the brand Collectively, all four forms of brand identification help to deliver a powerful meaning behind what a corporation hopes to accomplish, and to explain why customers should choose one brand over its competitors.
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1961:. As suggested Figure 2, certain touch points link with a specific stage in customer-brand-involvement. For example, a brand may recognize that advertising touchpoints are most effective during the pre-purchase experience stage therefore they may target their advertisements to new customers rather than to existing customers. Overall, a brand has the ability to strengthen brand equity by using IMC branding communications through touchpoints.
1953:|s, or sources of contact, that a customer has with the brand". Touch points represent the channel stage in the traditional communication model, where a message travels from the sender to the receiver. Any point where a customer has an interaction with the brand - whether watching a television advertisement, hearing about a brand through word of mouth or even noticing a branded license plate – defines a touchpoint. According to Dahlen
2930:, the world's third-largest multination consumer goods company recently streamlined its brands from over 400 brands to center their attention onto 14 brands with sales of over 1 billion euros. Unilever accomplished this through product deletion and sales to other companies. Other multibrand companies introduce new product brands as a protective measure to respond to competition called fighting brands or fighter brands.
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by attaching simple stone seals to products which, over time, gave way to clay seals bearing impressed images, often associated with the producer's personal identity thus giving the product a personality. Not all historians agree that these markings are comparable with modern brands or labels, with some suggesting that the early pictorial brands or simple thumbprints used in pottery should be termed
760:. If a person stole any of the cattle, anyone else who saw the symbol could deduce the actual owner. The term has been extended to mean a strategic personality for a product or company, so that "brand" now suggests the values and promises that a consumer may perceive and buy into. Over time, the practice of branding objects extended to a broader range of packaging and goods offered for sale including
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to convince the market that the public could place just as much trust in the non-local product. Gradually, manufacturers began using personal identifiers to differentiate their goods from generic products on the market. Marketers generally began to realize that brands, to which personalities were attached, outsold rival brands. By the 1880s, large manufacturers had learned to imbue their brands'
3021:, a mid-range chain of department stores offers a wide catalogue of private brands exclusive to their stores, from brands such as First Impressions which supply newborn and infant clothing, Hotel Collection which supply luxury linens and mattresses, and Tasso Elba which supply European inspired menswear. They use private branding strategy to specifically target consumer markets.
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identity and of its communication methods. Successful brands are those that consistently generate a high level of brand awareness, as this can be the pivotal factor in securing customer transactions. Various forms of brand awareness can be identified. Each form reflects a different stage in a customer's cognitive ability to address the brand in a given circumstance.
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understanding of its target market, competitors and the surrounding business environment. Brand identity includes both the core identity and the extended identity. The core identity reflects consistent long-term associations with the brand; whereas the extended identity involves the intricate details of the brand that help generate a constant motif.
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and should take advantage of portraying their message through multi-sensory information. One article suggests that other senses, apart from vision, need to be targeted when trying to communicate a brand with consumers. For example, a jingle or background music can have a positive effect on brand recognition, purchasing behaviour and brand recall.
1083:. The inscription typically specified information such as place of origin, destination, type of product and occasionally quality claims or the name of the manufacturer. Roman marks or inscriptions were applied to a very wide variety of goods, including, pots, ceramics, amphorae (storage/shipping containers) and on factory-produced oil-lamps.
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produces high profits for manufacturers and resellers. The pricing of private brand product are usually cheaper compared to competing name brands. Consumers are commonly deterred by these prices in good economic circumstances, as it sets a perception of lower quality and standard, but this view shifts in less ideal economic circumstances.
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and how a given brand within a category is differentiated from its competing brands, and thus the brand helps customers & potential customers understand which brand satisfies their needs. Thus, the brand offers the customer a short-cut to understanding the different product or service offerings that make up a particular category.
1554:, which are more emotional translations. If a brand's attribute is being environmentally friendly, customers will receive the benefit of feeling that they are helping the environment by associating with the brand. Aside from attributes and benefits, a brand's identity may also involve branding to focus on representing its core set of
3473:). Some approaches applied, such as an increasing importance on the symbolic value of products, have led countries to emphasize their distinctive characteristics. The branding and image of a nation-state "and the successful transference of this image to its exports – is just as important as what they actually produce and sell."
2869:, a strategy in which two firms combine their brands into a single product. Most recently, brands have engaged in unconventional brand collaborations, defined as unexpected partnerships between well-established brands and an unconventional partner seemingly at the opposite end of the design spectrum. For example, in 2017,
1980:. A study found that consumers classed their relationship with a brand as closer if that brand was active on a specific social media site (Twitter). Research further found that the more consumers "retweeted" and communicated with a brand, the more they trusted the brand. This suggests that a company could look to employ a
1619:. Marketers tend to treat brands as more than the difference between the actual cost of a product and its selling price; rather brands represent the sum of all valuable qualities of a product to the consumer and are often treated as the total investment in brand building activities including marketing communications.
2963:(formerly known as Virgin Blue). Jetstar is an Australian low-cost airline for budget conscious travellers, but it receives many negative reviews due to this. The launching of Jetstar allowed Qantas to rival Virgin Australia without the criticism being affiliated with Qantas because of the distinct brand name.
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Sound reasons to make a change include division divestiture, corporate spin-off, and violation or potential violation of another company's name, Gundersen says. Mack also suggests you make a change 'if there is a profound misunderstanding of what your company does. You may have equity in a name, but
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A common approach to understanding how corporate naming strategy affects firm value is to examine announcements of corporate name changes, and apply the event study methodology from modern finance theory to quantify stock price effects. These studies use a market signaling perspective that recognizes
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A relatively recent innovation in retailing is the introduction of designer private labels. Designer-private labels involve a collaborative contract between a well-known fashion designer and a retailer. Both retailer and designer collaborate to design goods with popular appeal pitched at price points
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During the COVID-19 pandemic, 75% of US customers tried different stores, websites or brands, and 60% of those expect to integrate new brands or stores into their post-pandemic lives. If brands can find ways to help people feel empowered and regain a sense of control in uncertain times, they can help
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The original aim of branding was to simplify the process of identifying and differentiating products. Over time, manufacturers began to use branded messages to give the brand a unique personality. Brands came to embrace a performance or benefit promise, for the product, certainly, but eventually also
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It is important that if a company wishes to develop a global market, the company name will also need to be suitable in different cultures and not cause offense or be misunderstood. When communicating a brand, a company needs to be aware that they must not just visually communicate their brand message
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refers to "the set of human personality traits that are both applicable to and relevant for brands." Marketers and consumer researchers often argue that brands can be imbued with human-like characteristics which resonate with potential consumers. Such personality traits can assist marketers to create
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a product, service or company and sets it apart from other comparable products within a category. A brand name may include words, phrases, signs, symbols, designs, or any combination of these elements. For consumers, a brand name is a "memory heuristic": a convenient way to remember preferred product
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used in
Mediterranean trade between 1,500 and 500 BCE exhibited a wide variety of shapes and markings, which consumers used to glean information about the type of goods and the quality. The systematic use of stamped labels dates from around the fourth century BCE. In largely pre-literate society, the
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is the measurable totality of a brand's worth and is validated by observing the effectiveness of these branding components. When a customer is familiar with a brand or favors it incomparably over its competitors, a corporation has reached a high level of brand equity. Brand owners manage their brands
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Iconic brands are defined as having aspects that contribute to consumer's self-expression and personal identity. Brands whose value to consumers comes primarily from having identity value are said to be "identity brands". Some of these brands have such a strong identity that they become more or less
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This approach usually results in higher promotion costs and advertising. This is due to the company being required to generate awareness among consumers and retailers for each new brand name without the benefit of any previous impressions. Multibranding strategy has many advantages. There is no risk
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involves a customer's ability to recall and/or recognize brands, logos, and branded advertising. Brands help customers to understand which brands or products belong to which product or service category. Brands assist customers to understand the constellation of benefits offered by individual brands,
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introduced mass-produced goods and needed to sell their products to a wider market—that is, to customers previously familiar only with locally produced goods. It became apparent that a generic package of soap had difficulty competing with familiar, local products. Packaged-goods manufacturers needed
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Private branding (also known as reseller branding, private labelling, store brands, or own brands) have increased in popularity. Private branding is when a company manufactures products but it is sold under the brand name of a wholesaler or retailer. Private branding is popular because it typically
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family brand name for all its products containing baking soda as the main ingredient. A multiproduct branding strategy has many advantages. It capitalizes on brand equity as consumers that have a good experience with the product will in turn pass on this positive opinion to supplementary objects in
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are a set of labels with which the corporation wishes to be associated. For example, a brand may showcase its primary attribute as environmental friendliness. However, a brand's attributes alone are not enough to persuade a customer into purchasing the product. These attributes must be communicated
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used to print posters contained a message which roughly translates as: "Jinan Liu's Fine Needle Shop: We buy high-quality steel rods and make fine-quality needles, to be ready for use at home in no time." The plate also includes a trademark in the form of a 'White Rabbit", which signified good luck
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in the 4th century BCE, when large-scale economies started mass-producing commodities such as alcoholic drinks, cosmetics and textiles. These ancient societies imposed strict forms of quality-control over commodities, and also needed to convey value to the consumer through branding. Producers began
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dating to around 2,700 BCE. Over time, purchasers realized that the brand provided information about origin as well as about ownership, and could serve as a guide to quality. Branding was adapted by farmers, potters, and traders for use on other types of goods such as pottery and ceramics. Forms of
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is a particular challenge with a multi-brand strategy approach, in which the new brand takes business away from an established one which the organization also owns. This may be acceptable (indeed to be expected) if there is a net gain overall. Alternatively, it may be the price the organization is
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brand name across a full line of toiletries for toddlers and babies. The success of this brand extension strategy is apparent in the $ 500 million in annual sales generated globally. Similarly, Honda using their reputable name for automobiles has spread to other products such as motorcycles, power
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with the introduction of a new brand in order to differentiate part of a product line from others in the whole brand system. Subbranding assists to articulate and construct offerings. It can alter a brand's identity as subbranding can modify associations of the parent brand. Examples of successful
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Brand awareness is a key step in the customer's purchase decision process, since some kind of awareness is a precondition to purchasing. That is, customers will not consider a brand if they are not aware of it. Brand awareness is a key component in understanding the effectiveness both of a brand's
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In the 2006 article "Emotional
Branding and the Strategic Value of the Doppelgänger Brand Image", Thompson, Rindfleisch, and Arsel suggest that a doppelgänger brand image can be a benefit to a brand if taken as an early warning sign that the brand is losing emotional authenticity with its market.
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Brand identity is what the owner wants to communicate to its potential consumers. However, over time, a product's brand identity may acquire (evolve), gaining new attributes from consumer perspective but not necessarily from the marketing communications, an owner percolates to targeted consumers.
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Therefore, when looking to communicate a brand with chosen consumers, companies should investigate a channel of communication that is most suitable for their short-term and long-term aims and should choose a method of communication that is most likely to reach their target consumers. The match-up
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The effectiveness of a brand's communication is determined by how accurately the customer perceives the brand's intended message through its IMC. Although IMC is a broad strategic concept, the most crucial brand communication elements are pinpointed to how the brand sends a message and what touch
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shopping environments. When presented with a product at the point-of-sale, or after viewing its visual packaging, consumers are able to recognize the brand and may be able to associate it with attributes or meanings acquired through exposure to promotion or word-of-mouth referrals. In contrast to
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Consumers may look on branding as an aspect of products or services, as it often serves to denote a certain attractive quality or characteristic (see also brand promise). From the perspective of brand owners, branded products or services can command higher prices. Where two products resemble each
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Scaurus' fish sauce was known by people across the
Mediterranean to be of very high quality, and its reputation traveled as far away as modern France. In both Pompeii and nearby Herculaneum, archaeological evidence also points to evidence of branding and labeling in relatively common use across a
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painted me", indicating that the object was both fabricated and painted by a single potter. Branding may have been necessary to support the extensive trade in such pots. For example, 3rd-century
Gaulish pots bearing the names of well-known potters and the place of manufacture (such as Attianus of
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Due to the ability of doppelgänger brands to rapidly propagate virally through digital media channels, they can represent a real threat to the equity of the target brand. Sometimes the target organization is forced to address the root concern or to re-position the brand in a way that defuses the
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Destination branding is the work of cities, states, and other localities to promote the location to tourists and drive additional revenues into a tax base. These activities are often undertaken by governments, but can also result from the work of community associations. The
Destination Marketing
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Multiproduct branding strategy is when a company uses one name across all its products in a product class. When the company's trade name is used, multiproduct branding is also known as corporate branding, family branding or umbrella branding. Examples of companies that use corporate branding are
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Today, brands play a much bigger role. The power of brands to communicate a complex message quickly, with emotional impact and with the ability of brands to attract media attention, makes them ideal tools in the hands of activists. Cultural conflict over a brand's meaning has also influences the
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Brand trust is the intrinsic 'believability' that any entity evokes. In the commercial world, the intangible aspect of brand trust impacts the behavior and performance of its business stakeholders in many intriguing ways. It creates the foundation of a strong brand connect with all stakeholders,
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the consumer to perceive the brand – and by extension the branded company, organization, product or service. This is in contrast to the brand image, which is a customer's mental picture of a brand. The brand owner will seek to bridge the gap between the brand image and the brand identity. Brand
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Effective branding, attached to strong brand values, can result in higher sales of not only one product, but of other products associated with that brand. If a customer loves
Pillsbury biscuits and trusts the brand, he or she is more likely to try other products offered by the company – such as
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published a housing advertisement explaining trademark advertising. This was an early commercial explanation of what scholars now recognize as modern branding and the beginnings of brand management. This trend continued to the 1980s, and as of 2018 is quantified by marketers in concepts such as
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brand image or "DBI" is a disparaging image or story about a brand that it circulated in popular culture. DBI targets tend to be widely known and recognizable brands. The purpose of DBIs is to undermine the positive brand meanings the brand owners are trying to instill through their marketing
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are among the most recognized brands around the world. NGOs and non-profit organizations moved beyond using their brands for fundraising to express their internal identity and to clarify their social goals and long-term aims. Organizational brands have well-determined brand guidelines and logo
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Multibranding strategy is when a company gives each product a distinct name. Multibranding is best used as an approach when each brand in intended for a different market segment. Multibranding is used in an assortment of ways with selected companies grouping their brands based on price-quality
1680:" which occurs when a brand pops into a consumer's mind when asked to name brands in a product category. For example, when someone is asked to name a type of facial tissue, the common answer, "Kleenex", will represent a top-of-mind brand. Top-of-mind awareness is a special case of brand recall.
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Consumers may distinguish the psychological aspect (brand associations like thoughts, feelings, perceptions, images, experiences, beliefs, attitudes, and so on that become linked to the brand) of a brand from the experiential aspect. The experiential aspect consists of the sum of all points of
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When brand parity operates, quality is often not a major concern because consumers believe that only minor quality differences exist. Instead, it is important to have brand equity which is "the perception that a good or service with a given brand name is different, better, and can be trusted"
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Marketers or product managers that responsible for branding, seek to develop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics, which make it special or unique. A brand can,
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Brand identity is a collection of individual components, such as a name, a design, a set of images, a slogan, a vision, writing style, a particular font or a symbol etc. which sets the brand aside from others. For a company to exude a strong sense of brand identity, it must have an in-depth
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In 2012 Riefler stated that if the company communicating a brand is a global organization or has future global aims, that company should look to employ a method of communication that is globally appealing to their consumers, and subsequently choose a method of communication with will be
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When a brand communicates a brand identity to a receiver, it runs the risk of the receiver incorrectly interpreting the message. Therefore, a brand should use appropriate communication channels to positively "…affect how the psychological and physical aspects of a brand are perceived".
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that a product failure will affect other products in the line as each brand is unique to each market segment. Although, certain large multiband companies have come across that the cost and difficulty of implementing a multibranding strategy can overshadow the benefits. For example,
2797:, (sun-) glasses, furniture, hotels, etc. Nevertheless, brand extension has its disadvantages. There is a risk that too many uses for one brand name can oversaturate the market resulting in a blurred and weak brand for consumers. Examples of brand extension can be seen through
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McKee (2014) also looked into brand communication and states that when communicating a brand, a company should look to simplify its message as this will lead to more value being portrayed as well as an increased chance of target consumers recalling and recognizing the brand.
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Schaefer and
Kuehlwein propose the following 'Ueber-Branding' principles. They derived them from studying successful modern Prestige brands and what elevates them above mass competitors and beyond considerations of performance and price (alone) in the minds of consumers:
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occurs when a brand is not only top-of-mind to consumers, but also has distinctive qualities which consumers perceive as making it better than other brands in the particular market. The distinction(s) that set a product apart from the competition is/are also known as the
4711:"Titulus pictus A titulus pictus is a commercial inscription made on the surface of certain artefacts. The inscription specifies information such as origin, destination, type of product, etc. Tituli picti are frequent on ancient Roman pottery containers used for trade.
2715:. Virgin, a multination conglomerate uses the punk-inspired, handwritten red logo with the iconic tick for all its products ranging from airlines, hot air balloons, telecommunication to healthcare. Church & Dwight, a manufacturer of household products displays the
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Many businesses have started to use elements of personalization in their branding strategies, offering the client or consumer the ability to choose from various brand options or have direct control over the brand. Examples of this include the #ShareACoke campaign by
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Relationship: The bond between a brand and its customers, and the customer expectations of the brand (the experience beyond the tangible product). Such as warranties or services during and after purchase help maintain a sustainable relationship and keep the consumer
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the use of marks resurfaced and was applied to specific types of goods. By the 13th century, the use of maker's marks had become evident on a broad range of goods. In 1266, makers' marks on bread became compulsory in
England. The Italians used brands in the form of
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segments. Individual brand names naturally allow greater flexibility by permitting a variety of different products, of differing quality, to be sold without confusing the consumer's perception of what business the company is in or diluting higher quality products.
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A challenger brand is a brand in an industry where it is neither the market leader nor a niche brand. Challenger brands are categorized by a mindset that sees them have business ambitions beyond conventional resources and an intent to bring change to an industry.
1183:—all types of brand—became widely used across Europe during this period. Hallmarks, although known from the 4th-century, especially in Byzantium, only came into general use during the Medieval period. British silversmiths introduced hallmarks for silver in 1300.
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Finally, the receiver retrieves the message and attempts to understand what the sender was aiming to render. Often, a message may be incorrectly received due to noise in the market, which is caused by "…unplanned static or distortion during the communication
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in
Mesopotamia in around 3,000 BCE, and facilitated the labelling of goods and property; and the use of maker's marks on pottery was commonplace in both ancient Greece and Rome. Identity marks, such as stamps on ceramics, were also used in ancient Egypt.
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One of the facets to a brand's identity is self-image: How one brand-customer portrays their ideal self – how they want to look and behave; what they aspire to – brands can target their messaging accordingly and make the brand's aspirations reflect
1588:. The brand is often intended to create an emotional response and recognition, leading to potential loyalty and repeat purchases. The brand experience is a brand's action perceived by a person. The psychological aspect, sometimes referred to as the
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Wikileaks has published the video and transcript of an investigative report into "est" (Erhard
Seminars Training) guru and Landmark Education Forum godfather Werner Erhard by CBS News, originally broadcast on the program 60 Minutes on March 3,
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extended its brand from tires to other rubber products such as shoes, golf balls, tennis racquets, and adhesives. Frequently, the product is no different from what else is on the market, except a brand name marking. Brand is product identity.
3232:"Living the Dream" – Living the brand mission as an organization and through its actions. Thus radiating the brand myth from the inside out, consistently and through all brand manifestations. – For "Nothing is as volatile than a dream."
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The term "brand name" is quite often used interchangeably with "brand", although it is more correctly used to specifically denote written or spoken linguistic elements of any product. In this context, a "brand name" constitutes a type of
1438:, led to some of the most enduring campaigns of the 20th-century. Brand advertisers began to imbue goods and services with a personality, based on the insight that consumers searched for brands with personalities that matched their own.
2759:. Gatorade, a manufacturer of sport-themed food and beverages effectively introduced Gatorade G2, a low-calorie line of Gatorade drinks. Likewise, Porsche, a specialized automobile manufacturer successfully markets its lower-end line,
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and was particularly relevant to women, who were the primary purchasers. Details in the image show a white rabbit crushing herbs, and text includes advice to shoppers to look for the stone white rabbit in front of the maker's shop.
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In this case the supplier of a key component, used by a number of suppliers of the end-product, may wish to guarantee its own position by promoting that component as a brand in its own right. The most frequently quoted example is
990:. Stamps were used on bricks, pottery, and storage containers as well as on fine ceramics. Pottery marking had become commonplace in ancient Greece by the 6th century BCE. A vase manufactured around 490 BCE bears the inscription "
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The brand identity works as a guideline, as the frame in which a brand will evolve and define itself, or in the words of David Aaker, "…a unique set of brand associations that the brand strategist aspires to create or maintain."
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By the 1940s, manufacturers began to recognize the way in which consumers had started to develop relationships with their brands in a social/psychological/anthropological sense. Advertisers began to use motivational research and
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Madhavaram, Sreedhar; Badrinarayanan, Vishag; McDonald, Robert E. (2005). "Integrated Marketing Communication (IMC) and Brand Identity as Critical Components of Brand Strategy: A Conceptual Framework and Research Propositions".
1201:, the British brewery founded in 1777, became a pioneer in international brand marketing. Many years before 1855, Bass applied a red triangle to casks of its pale ale. In 1876, its red-triangle brand became the first registered
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A great brand raises the bar – it adds a greater sense of purpose to the experience, whether it's the challenge to do your best in sports and fitness, or the affirmation that the cup of coffee you're drinking really matters. –
1121:. Mosaic patterns in the atrium of his house feature images of amphorae bearing his personal brand and quality claims. The mosaic depicts four different amphora, one at each corner of the atrium, and bearing labels as follows:
3217:"Mission Incomparable" – Having a differentiated and meaningful brand purpose beyond 'making money.' Setting rules that follow this purpose – even when it violates the mass marketing mantra of "Consumer is always Boss/right".
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Reflection: The "stereotypical user" of the brand. A brand is likely to be purchased by several buyer's profiles but they will have a go-to person that they use in their campaigns. For example, Lou Yetu and the Parisian chic
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that fit the consumer's budget. For retail outlets, these types of collaborations give them greater control over the design process as well as access to exclusive store brands that can potentially drive store traffic.
1972:. One method of brand communication that companies can exploit involves electronic word-of-mouth (eWOM). eWOM is a relatively new approach identified to communicate with consumers. One popular method of eWOM involves
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management professor Christopher Martin has referred to research confirming that consumers choose from a "portfolio of brands", and that factors such as availability will be a major determinant of actual choice.
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shape of the amphora and its pictorial markings conveyed information about the contents, region of origin and even the identity of the producer, which were understood to convey information about product quality.
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After the encoding stage, the forming of the message is complete and is portrayed through a selected channel. In IMC, channels may include media elements such as advertising, public relations, sales promotions,
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Brand recognition is most successful when people can elicit recognition without being explicitly exposed to the company's name, but rather through visual signifiers like logos, slogans, and colors. For example,
1352:, and advertising experts began producing books and pamphlets exhorting manufacturers to bypass retailers and to advertise directly to consumers with strongly branded messages. Around 1900, advertising guru
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Self-image: How one brand-customer portrays their ideal self – how they want to look and behave; what they aspire to – brands can target their messaging accordingly and make the brand's aspirations reflect
1627:, store-branded product), potential purchasers may often select the more expensive branded product on the basis of the perceived quality of the brand or on the basis of the reputation of the brand owner.
2383:
Personality: The persona, how a brand communicates with their audience, which is expressed through its tone of voice, design assets and then integrates this into communication touchpoints in a coherent
1739:
brand recall, where few consumers are able to spontaneously recall brand names within a given category, when prompted with a brand name, a larger number of consumers are typically able to recognize it.
3205:"Cultural contradictions" – Some kind of mismatch between prevailing ideology and emergent undercurrents in society. In other words, a difference with the way consumers are and how they wish they were.
1106:. The inscription, which reads "G(ari) F(los) SCO(mbri) SCAURI EX OFFI(CI)NA SCAURI", has been translated as: "The flower of garum, made of the mackerel, a product of Scaurus, from the shop of Scaurus"
2351:
The expression of a brand – including its name, trademark, communications, and visual appearance – is brand identity. Because the identity is assembled by the brand owner, it reflects how the owner
3344:, now offers a range of exclusive designer private labels including Jayson Brundson, Karen Walker, Leona Edmiston, Wayne Cooper, Fleur Wood and 'L' for Lisa Ho. Another up-market department store,
2464:
Color is a particularly important element of visual brand identity and color mapping provides an effective way of ensuring color contributes to differentiation in a visually cluttered marketplace.
3029:
Mixed branding strategy is where a firm markets products under its own name(s) and that of a reseller because the segment attracted to the reseller is different from its own market. For example,
5429:. However, that expansion of the meaning of brand identity causes some confusion because it overlaps with other common branding terms, such as brand image, brand personality, and brand meaning.
3380:
With the development of the brand, Branding is no longer limited to a product or service. There are kinds of branding that treat individuals and organizations as the products to be branded. Most
3235:"Growth without End" – Avoiding to be perceived as an omnipresent, diluting brand appeal. Instead 'growing with gravitas' by leveraging scarcity/high prices, 'sideways expansion' and other means.
1934:
It is at this point where the message can often deter from its original purpose as the message must go through the process of being decoded, which can often lead to unintended misinterpretation.
1592:, is a symbolic construct created within the minds of people, consisting of all the information and expectations associated with a product, with a service, or with the companies providing them.
941:
Diana Twede has argued that the "consumer packaging functions of protection, utility and communication have been necessary whenever packages were the object of transactions". She has shown that
3544:
Doppelgänger brands are typically created by individuals or groups to express criticism of a brand and its perceived values, through a form of parody, and are typically unflattering in nature.
1992:
internationally understood. One way a company can do this involves choosing a product or service's brand name, as this name will need to be suitable for the marketplace that it aims to enter.
2481:
Brand parity is the perception of customers that some brands are equivalent. This means that shoppers will purchase within a group of accepted brands rather than choosing one specific brand.
1319:
pancake mix were also among the first products to be "branded" in an effort to increase the consumer's familiarity with the product's merits. Other brands which date from that era, such as
4588:
3033:, a major American cosmetics and fragrance company, uses mixed branding strategy. The company sells its Elizabeth Arden brand through department stores and line of skin care products at
5980:
2387:
Culture: The values, the principles on which a brand bases its behaviour. For example, Google flexible office hours and fun environment so the employees feel happy and creative at work.
835:) strategies. Many companies believe that there is often little to differentiate between several types of products in the 21st century, hence branding is among a few remaining forms of
1600:. This means that building a strong brand helps to distinguish a product from similar ones and differentiate it from competitors. The art of creating and maintaining a brand is called
4250:
Haring, Ben (2018). "Identity marks in ancient Egypt: Scribal and non-scribal modes of visual communication". In Jasink, Anna Margherita; Weingarten, Judith; Ferrara, Silvia (eds.).
6582:
1558:. If a company is seen to symbolize specific values, it will, in turn, attract customers who also believe in these values. For example, Nike's brand represents the value of a "
2781:
Brand extension is the system of employing a current brand name to enter a different product class. Having a strong brand equity allows for brand extension; for example, many
3328:
clothing sector) this "own brand" may be able to compete against even the strongest brand leaders, and may outperform those products that are not otherwise strongly branded.
2563:
Corporate name-changes offer particularly stark examples of branding-related decisions. A name change may signal different ownership or new product directions. Thus the name
2526:
Often, especially in the industrial sector, brand engineers will promote a company's name. Exactly how the company name relates to product and services names forms part of a
6676:
2854:
did likewise extending its strong lines (such as Fairy Soap) into neighboring products (Fairy Liquid and Fairy Automatic) within the same category, dish washing detergents.
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extension. A line extension is when a current brand name is used to enter a new market segment in the existing product class, with new varieties or flavors or sizes. When
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1927:
Firstly, a source/sender wishes to convey a message to a receiver. This source must encode the intended message in a way that the receiver will potentially understand.
3229:"Behold!" – Making products and associated brand rituals reflect the essence of the brand mission and myth. Making it the center of attention, while keeping it fresh.
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1034:
Some of the earliest use of maker's marks, dating to about 1,300 BCE, have been found in India. The oldest generic brand in continuous use, known in India since the
4581:
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carry their brand as a fundraising tool. The purpose of most NGOs is to leave a social impact so their brand becomes associated with specific social life matters.
1727:
is one of the initial phases of brand awareness and validates whether or not a customer remembers being pre-exposed to the brand. Brand recognition (also known as
7184:
3202:"Myth-making" – A meaningful storytelling fabricated by cultural insiders. These must be seen as legitimate and respected by consumers for stories to be accepted.
2734:
A product line extension is the procedure of entering a new market segment in its product class by means of using a current brand name. An example of this is the
1562:" attitude. Thus, this form of brand identification attracts customers who also share this same value. Even more extensive than its perceived values is a brand's
6366:
5627:
Aguirre-Rodriguez, Alexandra; Bosnjak, Michael; Sirgy, M. Joseph (2012). "Moderators of the self-congruity effect on consumer decision-making: A meta-analysis".
2305:
A brand line allows the introduction of various subtypes of a product under a common, ideally already established, brand name. Examples would be the individual
7271:
6701:
6636:
Giesler, Markus (November 2012). "How Doppelgänger Brand Images Influence the Market Creation Process: Longitudinal Insights from the Rise of Botox Cosmetic".
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for recognition and, importantly, to create and store value as brand equity for the object identified, to the benefit of the brand's customers, its owners and
6175:
Kim, Eunice; Sung, Yongjun; Kang, Hamsu. "Brand followers' retweeting behavior on Twitter: How brand relationships influence brand electronic word-of-mouth".
1704:) occurs when consumers see or read a list of brands, and express familiarity with a particular brand only after they hear or see it as a type of memory aide.
1139:
broad range of goods. Wine jars, for example, were stamped with names, such as "Lassius" and "L. Eumachius"; probably references to the name of the producer.
5530:
Louis, Didier; Lombart, Cindy (2010). "Impact of brand personality on three major relational consequences (trust, attachment, and commitment to the brand)".
1223:
has used the same logo – capitalized font beneath a lion crest – since 1787, making it the world's oldest in continuous use.
1125:
1. G(ari) F(los) SCO/ SCAURI/ EX OFFI/NA SCAU/RI (translated as: "The flower of garum, made of the mackerel, a product of Scaurus, from the shop of Scaurus")
2857:
The risk of over-extension is brand dilution where the brand loses its brand associations with a market segment, product area, or quality, price or cachet.
2356:
identity is fundamental to consumer recognition and symbolizes the brand's differentiation from competitors. Brand identity is distinct from brand image.
5994:
Shirazi, A.; Lorestani, H. Z.; Mazidi, A. K. (2013). "Investigating the effects of brand identity on customer loyalty from social identity perspective".
3507:
is the set of preventive, monitoring and reactive measures taken by brand owners to eliminate, reduce or mitigate these infringements and their effect.
917:
branding or proto-branding emerged spontaneously and independently throughout Africa, Asia and Europe at different times, depending on local conditions.
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5922:
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is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in
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These are brands that are created by "the public" for the business, which is opposite to the traditional method where the business creates a brand.
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The process of giving a brand "human" characteristics represented, at least in part, a response to consumer concerns about mass-produced goods. The
1401:
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3208:"The cultural brand management process" – Actively engaging in the myth-making process in making sure the brand maintains its position as an icon.
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3634:
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can help marketing leaders optimize how they spend marketing budgets to maximize the impact on brand awareness or on sales. Managing brands for
6547:
Richardson, Paul S.; Dick, Alan S.; Jain, Arun K. (October 1994). "Extrinsic and Intrinsic Cue Effects on Perceptions of Store Brand Quality".
6227:
2026:, if the brand name exclusively identifies the brand owner as the commercial source of products or services. A brand owner may seek to protect
1219:) as Britain's, and the world's, oldest branding and packaging, with its green-and-gold packaging having remained almost unchanged since 1885.
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therefore, become one of the most valuable elements in an advertising theme, as it demonstrates what the brand owner is able to offer in the
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the same product class as they share the same name. Consequently, the multiproduct branding strategy makes product line extension possible.
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4118:
7349:
Thompson, Craig J; Rindfleisch, Aric; Arsel, Zeynep (2006). "Emotional Branding and the Strategic Value of the Doppelgänger Brand Image".
7328:
3199:"Necessary conditions" – The performance of the product must at least be acceptable, preferably with a reputation of having good quality.
5864:
MacDonald, Emma K.; Sharp, Byron M (2000). "Brand Awareness Effects on Consumer Decision Making for a Common, Repeat Purchase Product".
4470:
Starčević, S. "The Origin and Historical Development of Branding and Advertising in the Old Civilizations of Africa, Asia, and Europe".
696:
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which refers to the brand name or part of a brand that is legally protected. For example, Coca-Cola not only protects the brand name,
6225:
Riefler, Petra (2012). "Why consumers do (not) like global brands: The role of globalization attitude, GCO and global brand origin".
3835:
1334:
The Quaker Company was one of the earliest to use a character on its packaging, branding, and advertising. Pictured: The Quaker Man,
44:
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3220:"Longing versus Belonging" – Playing with the opposing desires of people for Inclusion on the one hand and Exclusivity on the other.
1244:
A characteristic feature of 19th-century mass-marketing was the widespread use of branding, originating with the advent of packaged
1011:
in England. English potters based at Colchester and Chichester used stamps on their ceramic wares by the 1st century CE. The use of
7831:
5082:
Schwarzkopf, S., "Turning Trade Marks into Brands: How Advertising Agencies Created Brands in the Global Market Place, 1900–1930",
4675:
Zonggghuo lish bowu guan (ed.), Zonggghuo godai shi cako tulu: song yuan shi qi, Shanghai, Shanghai jiao yu chubashe, 1991, p. 109.
3049:
produce private brands of home appliances, pet foods, and soap, correspondingly. Other examples of mixed branding strategy include
2034:– such trademarks are called "Registered Trademarks". Advertising spokespersons have also become part of some brands, for example:
1941:
The final stage of this process is when the receiver responds to the message, which is received by the original sender as feedback.
1672:). These types of awareness operate in entirely different ways with important implications for marketing strategy and advertising.
7047:
2289:—which are often used to describe any brand of adhesive bandage; any type of hosiery; or any brand of facial tissue respectively.
1377:
for six times what the company was worth on paper. Business analysts reported that what they really purchased was the brand name.
1091:, indicate that some bakers stamped their bread with the producer's name. Roman glassmakers branded their works, with the name of
7206:
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Physique: The physical characteristics and iconography of your brand ( such as the Nike swoosh or the orange pantone of easyJet).
7034:
7497:
7409:
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5425:
This deeper meaning, the core values, character, or essence of a brand, is what Upshaw (1995) refers to when they use the term
2580:
3452:
has created the facility for users to create their own symbol for the software to replace the brand's mark known as The Bélo.
2890:, a multinational consumer goods company that offers over 100 brands, each suited for different consumer needs. For instance,
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is a distinctive brand logo used to attract the attention of people attending a sporting event, or watching it on television.
1817:
shapes: the distinctive shapes of the Coca-Cola bottle and of the Volkswagen Beetle are trademarked elements of those brands
5739:
4578:"Non-Destructive Imaging of Worn-off Hallmarks and Engravings from Metal Objects of Art Using Scanning Acoustic Microscopy"
6478:
O'Connor, Zena (December 10, 2010). "Logo colour and differentiation: A new application of environmental colour mapping".
6097:
Uzunoğlu, Ebru; Misci Kip, Sema (2014). "Brand communication through digital influencers: Leveraging blogger engagement".
5948:
4949:
4723:
4445:
The Future of Marketing's Past: Proceedings of the 12th Annual Conference on Historical Analysis and Research in Marketing
3469:
is a field of theory and practice which aims to measure, build and manage the reputation of countries (closely related to
2865:
Brand collaborations refer to the participation of multiple firms in a branding initiative. One of the most well-known is
3223:"Un-Selling" – First and foremost seeking to seduce through pride and provocation, rather than to sell through arguments.
2707:
as the company's brand name is identical to their trade name. Other examples of multiproduct branding strategy include
2000:
between the product, the consumer lifestyle, and the endorser is important for the effectiveness of brand communication.
1892:
1874:
1110:
One merchant that made good use of the titulus pictus was Umbricius Scaurus, a manufacturer of fish sauce (also known as
479:
5738:
Tan, Donald (2010). "Success Factors In Establishing Your Brand". Franchising and Licensing Association. Retrieved from
3880:
3572:
protesting the Hummer SUV as a symbol of corporate and public irresponsibility toward public safety and the environment.
3226:"From Myth To Meaning" – Leveraging the power of myth – 'Ueber-Stories' that have fascinated- and guided humans forever.
2537:
In this case, a strong brand name (or company name) becomes the vehicle for marketing a range of products (for example,
5248:
4219:"The origin and historical development of branding and advertising in the old civilizations of Africa, Asia and Europe"
3496:
2457:
1284:
traits such as youthfulness, fun, sex appeal, luxury or the "cool" factor. This began the modern practice now known as
7188:
6370:
6254:
Sappington, David E. M.; Wernerfelt, Birger (1985). "To Brand or Not to Brand? A Theoretical and Empirical Question".
3085:
Attitude branding is the choice to represent a larger feeling, which is not necessarily connected with the product or
892:
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7278:
6124:
Phelps, Elizabeth A. (April 2004). "Human emotion and memory: interactions of the amygdala and hippocampal complex".
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5233:
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Demirdjian, Z. S. (2005). "Rise and Fall of Marketing in Mesopotamia: A Conundrum in the Cradle of Civilization", in
1811:
tagline or catchphrase: a short phrase always used in the product's advertising and closely associated with the brand
1067:
6705:
5317:
Marketing in Transition: Scarcity, Globalism, & Sustainability: Proceedings of the 2009 World Marketing Congress
3244:
Recently, a number of companies have successfully pursued "no-brand" strategies by creating packaging that imitates
2460:), one of the first visual identities to integrate logotype, icon, alphabet, color palette, and station architecture
8487:
7529:
5700:
1694:) refers to the brand or set of brands that a consumer can elicit from memory when prompted with a product category
1197:
Some brands still in existence as of 2018 date from the 17th, 18th, and 19th centuries' period of mass-production.
1162:
developed a language of visual symbolism which would feed into the evolution of branding, and with the rise of the
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that a firm's name is infused with meaning and reputation, thereby providing information that drives brand image .
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8268:
6854:
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3723:
7012:
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5794:
Percy, Larry; Rossiter, John R. (1992). "A model of brand awareness and brand attitude advertising strategies".
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The practice of branding—in the original literal sense of marking by burning—is thought to have begun with the
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are saturated with store brands (or private labels). For example, in the United States, Paragon Trade Brands,
8553:
8548:
5891:
Percy, Larry; Rossiter, John (1992). "A model of brand awareness and brand attitude advertising strategies".
4168:. Vol. 1 (A–B) (1970 reprint ed.). Oxford, UK: The Clarendon Press. 1913. p. 1054 – via
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901:
7247:
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Srinivasan, Shuba; Hsu, Liwu; Fournier, Susan (2012). "Branding and firm value". In Ganesan, Shankar (ed.).
5263:
Karmasin, H., "Ernest Dichter's Studies on Automobile Marketing", in Schwarzkopf, S., and Gries, R. (eds.),
900:
provided potential customers with information about goods and quality. Pictured: Amphorae for wine and oil,
5287:, Vol. 34 No. 3, 1997, p. 347; Aaker, J., "The Malleable Self: The Role of Self-expression in Persuasion",
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describing them as 'Ueber-Brands' – brands that are able to gain and retain "meaning beyond the material."
2805:. Kimberly-Clark is a corporation that produces personal and health care products being able to extend the
2584:
2340:
2328:
1015:, a type of brand, on precious metals dates to around the 4th century CE. A series of five marks occurs on
7086:
6882:"Unconventional luxury brand collaborations: a new form of luxury consumption among young adults in China"
6191:
5918:
4159:
2746:
Subbranding is used by certain multiproduct branding companies. Subbranding merges a corporate, family or
2583:. A change in corporate naming may also have a role in seeking to shed an undesirable image: for example,
8568:
8291:
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4894:
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are major suppliers of diapers, grocery products, and private label alkaline batteries, correspondingly.
2937:
willing to pay for shifting its position in the market; the new product being one stage in this process.
2933:
2606:
1299:
began using the image of the Quaker Man in place of a trademark from the late 1870s, with great success.
6507:"Product class effects on brand commitment and brand outcomes: The role of brand trust and brand affect"
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campaign organized to criticize the marketing of tobacco products to children and their harmful effects.
3516:
8563:
6947:
3397:
1712:
1405:
1134:
4. LIQUAMEN/ OPTIMUM/ EX OFFICI/A SCAURI (translated as: "The best liquamen, from the shop of Scaurus")
403:
7460:"ISO/DIS 20671-3 Brand evaluation — Part 3: Guidelines for brands related to geographical Indications"
1131:
3. G F SCOM/ SCAURI (translated as: "The flower of garum, made of the mackerel, a product of Scaurus")
8538:
8248:
7609:
4164:
2610:
1973:
1968:
and refers to how businesses transmit their brand messages, characteristics and attributes to their
682:
4022:
Ghodeswar, Bhimrao M. (2008). "Building brand identity in competitive markets: A conceptual model".
1142:
7787:
7782:
5265:
Ernest Dichter and Motivation Research: New Perspectives on the Making of Post-war Consumer Culture
4755:, Harvard University Press, 2008; See Chapter 5, "Earning a Living: Baker, Banker and Garum Maker".
4189:
3862:
3192:. Many iconic brands include almost ritual-like behaviour in purchasing or consuming the products.
3123:
describes attitude branding as a "fetish strategy". Schaefer and Kuehlwein analyzed brands such as
2598:
1878:
1268:
or company insignia on the barrels used, effectively using a corporate trademark as a quasi-brand.
963:
while other historians argue that the presence of these simple markings does not imply that mature
127:
7430:
5516:
Azoulay, A. and Kapferer, J. N., "Do Brand Personality Scales Really Measure Brand Personality?"
3814:"Apple clinches top spot as world's most valuable brand, outshining Amazon, Google, and Microsoft"
2343:
to assign a brand to a product. The OKFN Brand repository is critical for the Open Data movement.
1747:
successfully branded its particular script font (originally created for Walt Disney's "signature"
1055:(or seer) named Chyawan. One well-documented early example of a highly developed brand is that of
1022:
982:
in antiquity. Archaeological evidence of potters' stamps has been found across the breadth of the
799:
In the modern era, the concept of branding has expanded to include deployment by a manager of the
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87:
27:
5099:, Routledge, N.Y., 1993, Chapter 2; scholars describe this period as the era of "mass marketing"
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2760:
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2055:
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1981:
1870:
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1236:
1216:
1207:
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20:
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are only two of the buzz words that are used and confused by brand experts and brand managers.
5138:, D. G. Brian Jones & Mark Tadajewski (eds.), Oxon, Routledge, 2016, p. 104; Martino, T.,
3352:, and has recently announced its intention to extend the number of exclusive designer brands.
1984:
to gain consumer trust and loyalty as well as in the pursuit of communicating brand messages.
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7013:"Ueber-Branding: How modern prestige brands create meaning through mission and myth – Part 1"
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1891:, the worth of a brand's identity would become obsolete without ongoing brand communication.
1882:
1516:, but also protects the distinctive Spencerian script and the contoured shape of the bottle.
1435:
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393:
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Aaker, Jennifer L. (1999). "The Malleable Self: The Role of Self-Expression in Persuasion".
5108:
Arnold E. J. and Thompson C. J., "Consumer Culture Theory (CCT): Twenty Years of Research",
3975:
2424:
2013:
1146:
Back section of a bracelet clasp with a hallmark of Hunnish craftsmanship, early 5th century
908:
Branding and labeling have an ancient history. Branding probably began with the practice of
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8190:
8140:
7876:
7871:
7841:
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4074:(January 1, 1993). "Conceptualizing, Measuring, and Managing Customer-Based Brand Equity".
3701:
3393:
2850:, they stayed within the originating product category: non-alcoholic carbonated beverages.
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In order for brands to effectively communicate to customers, marketers must "…consider all
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of the Indus Valley (3,300–1,300 BCE) where the local community depended heavily on trade;
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4447:, Leighton Neilson (ed.), CA, Longman, Association for Analysis and Research in Marketing.
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1528:
According to Kotler et al. (2009), a brand's identity may deliver four levels of meaning:
1292:
instead of the product and rely on the brand name instead of a retailer's recommendation.
811:. The key components that form a brand's toolbox include a brand's identity, personality,
752:
and branded slaves as early as 2,700 BCE. Branding was used to differentiate one person's
8:
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Careful brand management seeks to make products or services relevant and meaningful to a
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from another's by means of a distinctive symbol burned into the animal's skin with a hot
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Pride, W. M.; Ferrell, O. C.; Lukas, B. A.; Schembri, S.; Niininen, O. and Casidy, E.,
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Pride, W. M.; Ferrell, O. C.; Lukas, B. A.; Schembri, S.; Niininen, O. and Casidy, E.,
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4939:, Vol. 7, Washington, Dumbarton Oaks Research Library and Collection, 1961, pp. 23–35.
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equipment, engines, robots, aircraft, and bikes. Mars extended its brand to ice cream,
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1079:, a commercial brand or inscription applied to objects offered for sale was known as a
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Parker, B. T., "A Comparison of Brand Personality and Brand user-imagery Congruence",
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Eckhardt, Giana M.; Bengtsson, Anders (2009). "A Brief History of Branding in China".
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Materiality and Social Practice: Transformative Capacities of Intercultural Encounters
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7757:
7742:
7694:
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7304:
7147:
6991:
6955:
6903:
6860:
6833:
6734:
6733:. Elgar Original Reference Series. Cheltenham: Edward Elgar Publishing. p. 177.
6661:
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3995:
3956:
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3349:
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1605:
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1423:
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1008:
847:
789:
660:
451:
320:
295:
290:
265:
182:
177:
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6161:
6110:
3320:
have become popular. Where the retailer has a particularly strong identity (such as
2951:
The main purpose of fighting brands is to challenge competitor brands. For example,
1923:
One can analyze the traditional communication model into several consecutive steps:
807:
or products from competitors, aiming to create a lasting impression in the minds of
8517:
8341:
8321:
8223:
8185:
8170:
7961:
7936:
7810:
7792:
7752:
7649:
7564:
7358:
6893:
6801:"Wikileaks re-publishes 60 Minutes piece on est/Landmark cult leader Werner Erhard"
6649:
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6265:
6240:
6236:
6133:
6106:
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5900:
5873:
5803:
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5636:
5601:
5566:
5539:
5495:
5491:
5155:, D. G. Brian Jones & Mark Tadajewski (eds), Oxon, Routledge, 2016, pp. 106–08.
4805:
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4511:
4392:
4354:
4319:
4284:
4230:
4169:
4133:
4087:
4031:
3987:
3685:
3680:
3658:
3648:
3504:
3491:
3353:
3168:
2960:
2847:
2676:
2660:
2631:
Marketers associate separate products or lines with separate brand names - such as
2516:
2128:
1601:
1584:
1473:
1374:
1245:
1180:
1084:
964:
951:
832:
554:
544:
495:
446:
343:
280:
270:
250:
235:
202:
187:
152:
137:
117:
5837:
Strategic Brand Management: New Approaches to Creating and Evaluating Brand Equity
5640:
4706:
3448:
which printed people's names and place names on their bottles encouraging people.
1789:
will often involve applying marketing-mix modeling techniques in conjunction with
1193:'s logo became the first image to be registered as a trademark in the UK, in 1876.
33:
8543:
8507:
8492:
8437:
8258:
8034:
7881:
7856:
7821:
7664:
6766:
6728:
6611:
6201:
5400:
5252:
4840:
4138:
3884:
3869:
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3717:
3690:
3669:
3663:
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3369:
3189:
3172:
3152:
3042:
2994:
2874:
2827:
2811:
2790:
2776:
2764:
2656:
2614:
2557:
2318:
2258:
2205:
2168:
2051:
1965:
1790:
1641:
1636:
1616:
851:
824:
785:
622:
584:
579:
569:
549:
511:
436:
310:
112:
7106:
Heig, Matt. "Brand Royalty: How the World's Top 100 Brands Thrive and Survive",
6923:"Unconventional luxury brand collaborations are everywhere. What is the appeal?"
6525:
4551:
Roman Exeter (Isca Dumnoniorum): Excavations in the War-damaged Areas, 1945–1947
4490:
Roman Exeter (Isca Dumnoniorum): Excavations in the War-damaged Areas, 1945–1947
3522:
1805:
name: the word or words used to identify a company, product, service, or concept
921:, which acted as quasi-brands, have been found on early Chinese products of the
8389:
8253:
8238:
8200:
8180:
8117:
7956:
7931:
7836:
7719:
7699:
7654:
7632:
6324:
6196:
6137:
5151:
Petty, R. D., "A History of Brand Identity Protection and Brand Marketing", in
5134:
Petty, R. D., "A History of Brand Identity Protection and Brand Marketing", in
4956:
4890:
4684:
Petty, R. D., "A History of Brand Identity Protection and Brand Marketing", in
4417:
Petty, R. D., "A History of Brand Identity Protection and Brand Marketing", in
4383:
Moore, Karl; Reid, Susan (2008). "The birth of brand: 4000 years of branding".
3952:
3785:
3500:
3470:
3461:
3360:
to produce her "Petites" range. Specsavers has joined up with Sydney designer,
3357:
3325:
3265:
3141:
2798:
2747:
2531:
2306:
2047:
2043:
1860:
Figure 2. Demonstrating touch points associated with purchase experience stages
1845:
has trademarked its special recipe of eleven herbs and spices for fried chicken
1597:
1492:
1465:
1358:
1320:
1277:
1212:
1163:
1080:
1030:
trademark of Jinan Liu's Fine Needles Shop, Chinese, Song Dynasty (960-1127 CE)
987:
974:
Amphorae bearing a titulus pictus and potters' stamps, found at Monte Testaccio
913:
871:
855:
812:
665:
564:
559:
502:
353:
7362:
5543:
4515:
4421:, D. G. Brian Jones, Mark Tadajewski (eds), Oxon, Routledge, 2016, pp. 97–114.
4396:
4252:
Non-scribal Communication Media in the Bronze Age Aegean and Surrounding Areas
4035:
3991:
3631:
Brand evaluation - Guidelines for brands relating to geographical indications
2148:
1369:
has described this development as "brand equity mania". In 1988, for example,
8532:
8497:
8454:
8263:
8243:
8082:
7826:
7674:
7579:
7308:
6959:
6907:
6898:
6343:
6288:
6145:
6018:
Advertising and promotion: an integrated marketing communications perspective
5822:
Advertising and Promotion: An integrated marketing communications perspective
5123:
Brand Failures: The truth about the 100 biggest branding mistakes of all time
4920:
4654:
4620:"Pulling the white rabbit out of the hat: consuming brands in imperial China"
4310:
Twede, Diana (2016). "Commercial Amphoras: The Earliest Consumer Packages?".
4275:
Twede, Diana (2016). "Commercial Amphoras: The Earliest Consumer Packages?".
3999:
3813:
3675:
3309:
3304:
3245:
3102:
2946:
2870:
2647:- which may compete against other brands from the same company (for example,
2602:
2553:
2538:
2534:
and their relationship depend on more than a dozen strategic considerations.
2274:
2214:
2194:
2167:: using the names of real people, (especially a founder's surname), such as "
1624:
1449:
chocolate-chip cookies, for example. Brand development, often performed by a
1261:
947:
930:
918:
828:
777:
757:
745:
734:
574:
535:
388:
275:
5245:
4323:
4288:
3911:
3877:
2257:
The act of associating a product or service with a brand has become part of
1059:
sewing needles, dating from China's Song dynasty (960 to 1127 CE). A copper
8502:
8422:
8417:
8301:
8145:
8087:
8067:
7574:
7490:"ISO/DIS 20671-2.2 Brand evaluation — Part 2: Implementation and reporting"
7203:"Target On Target for New Era Women's Fashion," Research Finding, no. 5756"
6881:
6153:
5904:
5807:
5053:
4724:"New brand discovery in Modena Ancient Roman Oil Lamp 'Factory Town' Found"
3757:
3695:
3280:
2915:
2823:
2708:
2105:
1888:
1835:
1821:
1652:
Marketers typically identify two distinct types of brand awareness; namely
1362:
1330:
1324:
1300:
1231:
1220:
1198:
1190:
1151:
1076:
1046:
1035:
983:
842:
607:
7459:
5674:
5659:"Brand Experience:What Is It? How Is It Measured? Does It Affect Loyalty?"
4235:
4218:
2376:
According to Kapferer (2004), there are six facets to a brand's identity:
1426:
to gather insights into consumer purchasing. Strong branded campaigns for
8394:
8354:
8205:
8112:
8107:
7976:
7966:
7951:
7777:
7747:
7729:
7594:
7124:
6796:
6283:
5195:
4688:, D. G. Brian Jones, Mark Tadajewski (eds), Oxon, Routledge, 2016, p. 99.
3565:
to highlight the relationship between soft drink consumption and obesity.
3317:
3120:
3106:
3054:
3046:
2972:
2866:
2664:
2310:
2233:
2035:
1895:(IMC) relates to how a brand transmits a clear consistent message to its
1849:
1814:
graphics: the "dynamic ribbon" is a trademarked part of Coca-Cola's brand
1409:
1366:
1345:
1316:
1312:
1281:
1172:
1155:
1150:
The use of identity marks on products declined following the fall of the
1088:
1049:, consumed for its purported health benefits and attributed to a revered
922:
878:
738:
726:
722:
516:
255:
230:
122:
6338:
3455:
2412:
2339:
is universal and is used by the Open Product Data Working Group of the
1734:
Brand recognition is often the mode of brand awareness that operates in
1604:. The orientation of an entire organization towards its brand is called
8475:
8374:
8331:
8296:
8215:
8155:
8049:
7986:
7805:
7689:
7679:
7604:
7589:
7584:
7559:
7143:
6987:
6856:
Marketing for Entrepreneurs: Concepts and Applications for New Ventures
6653:
6568:
5613:
5578:
4099:
3960:
3775:
3751:
3707:
3590:
3361:
3006:
2906:
which offers dryer sheets and fabric softeners. Other examples include
2700:
2644:
2593:
2210:
2158:
1950:
1776:
1559:
1414:
1381:
1098:
970:
773:
670:
526:
413:
37:
6491:
4817:
2579:
represented a broadening of scope in 1924 from its original name, the
1856:
1824:(Pantone No. 1837). Tiffany & Co.'s trademarked the color in 1998.
1503:
A brand name is the part of a brand that can be spoken or written and
1226:
776:
and, in the 21st century, extends even further into services (such as
40:
is the world's most powerful brand in 2024 according to Brand Finance.
8195:
8175:
8150:
8029:
8001:
7914:
7851:
7737:
7599:
7569:
7514:
4796:
Curtis, Robert I (1984). "A Personalized Floor Mosaic from Pompeii".
4538:
Hadrian's Wall: Archaeological research by English Heritage 1976-2000
3612:
3599:
3445:
3313:
3181:
3161:
3157:
3145:
3124:
3110:
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3018:
2907:
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2839:
2692:
2314:
2238:
2139:
2059:
2023:
1623:
other, but one of the products has no associated branding (such as a
1496:
1483:
1469:
1308:
1202:
1168:
1016:
884:. It became to also mean the mark from burning with a branding iron.
820:
800:
769:
718:
373:
305:
62:
49:
6560:
5605:
5570:
4091:
2911:
2180:
8326:
8102:
7926:
7909:
7846:
7709:
7627:
7619:
6612:"Emotional Marketing Examples Scientifically Proven To Sway Buyers"
6269:
4809:
4358:
3195:
There are four key elements to creating iconic brands (Holt 2004):
3185:
3094:
3062:
3050:
2927:
2815:
2752:
2648:
2636:
2278:
2250:
2246:
2198:
1969:
1427:
1176:
1159:
1060:
1012:
991:
897:
808:
714:
52:
5972:"How Tiffany's Iconic Box Became the World's Most Popular Package"
2785:
and designer companies extended brands into fragrances, shoes and
2113:: names that are fun to say and which stick in the mind, such as "
1964:
Brand communication is important in ensuring brand success in the
1071:
Roman oil lamp, showing underside with maker's mark. Museo Bellini
803:
and communication techniques and tools that help to distinguish a
8442:
8427:
8311:
8228:
7946:
7714:
7644:
7205:(Press release). Roy Morgan Research. August 2014. Archived from
7185:"Private Label Could be the New Black" Research Finding no. 5613"
6454:"Implication of Brand Identity Facets on Marketing Communication"
5199:
3769:
3734:
3115:
3034:
3002:
2990:
2956:
2806:
2794:
2782:
2756:
2696:
2546:
2294:
2286:
2242:
2075:
2039:
1977:
1478:
1385:
1257:
942:
804:
92:
6070:
Integrated Marketing Communications in Advertising and Promotion
5480:
3503:, can affect consumer trust and ultimately damage brand equity.
3482:
Association International is the industry leading organization.
3017:
are large retailers that have their own brand names. Similarly,
2894:
that helps consumers relieve dandruff in the form of a shampoo,
2448:
8369:
6597:
Integrated Advertising, Promotion, and Marketing Communications
6416:. New York City: AIGA Center for Brand Experience. p. 20.
3449:
3401:
3348:, currently offers 'Collette' for leading Australian designer,
3180:
cultural icons which makes them "iconic brands". Examples are:
3132:
3066:
3014:
2998:
2952:
2895:
2819:
2652:
2572:
2564:
2225:: some brands create their name by using a silly pun, such as "
1752:
1735:
1450:
1397:
1393:
1389:
1092:
996:
793:
753:
97:
7187:(Press release). Roy Morgan Research. May 2014. Archived from
5557:
Aaker, Jennifer L. (1997). "Dimensions of Brand Personality".
4767:"Review: 'Ennion', at the Met, Profiles an Ancient Glassmaker"
4030:. Bingely, West Yorkshire, England: Emerald Publishing: 4–12.
2360:
Therefore, businesses research consumer's brand associations.
2261:. Most products have some kind of brand identity, from common
2093:: names that describe a product benefit or function, such as "
1434:/Esso, using insights drawn from research into psychology and
8409:
5626:
4345:
Wengrow, David (2008). "Prehistories of Commodity Branding".
3365:
3272:
3249:
3074:
3070:
3010:
2903:
2899:
2802:
2640:
2453:
2290:
2282:
2109:
1820:
colors: the instant recognition consumers have when they see
1431:
1388:
adopted techniques that allowed their messages to stand out.
1111:
1051:
1004:
1000:
260:
7402:"Designer Makes Fun Of Pepsi, Turns Its Logo Into A Fat Man"
6311:
Schmitt, Bernd (2012). "The consumer psychology of brands".
4865:
Heraldry shaped the early history of emblematic brand marks.
3605:
Brand valuation - Requirements for monetary brand valuation
2237:: combining multiple words together to create one, such as "
1887:
Although brand identity is a fundamental asset to a brand's
1186:
7891:
7376:
4562:
Dannell, G and Mees, A., "Getting Samian Ware to Britain",
4458:
Pottery in the Roman World: An Ethnoarchaeological Approach
3624:
Two other ISO standards are being developed by ISO/TC 289:
3341:
3253:
3164:
2704:
2632:
2336:
2332:
2262:
2172:
1779:
have successfully fermented in the minds of its consumers.
1748:
1453:
1265:
1260:. When shipping their items, the factories would literally
1253:
870:, originally meaning a burning piece of wood, comes from a
816:
765:
7297:"Coke's Personalized Marketing Campaign Gains Online Buzz"
7140:
The Better Mousetrap: Brand Invention in a Media Democracy
7023:(4). London, England: Henry Stewart Publications: 395–409.
6984:
Rethinking Prestige Branding – Secrets of the Ueber-Brands
6391:
6220:
6218:
4608:
Sanskrit Epic Mahabharat, Van Parva, p. 3000, Shalok 15–22
3293:
The Better Mousetrap: Brand Invention in a Media Democracy
3069:. Michelin, one of the largest tire manufacturers allowed
1827:
sounds: a unique tune or set of notes can denote a brand.
912:
to deter theft. Images of the branding of cattle occur in
5168:
Brand Equity and Brand Value: Explanation and Measurement
3637:
Brand evaluation - Guide for the annual brand evaluation.
3586:
2576:
2221:
2144:
2084:
1842:
1828:
761:
7348:
7213:
6880:
Diaz Ruiz, Carlos; Cruz, Angela Gracia B. (2023-01-01).
4582:
National Center for Preservation Technology and Training
3529:
The term stems from the combination of the German words
2277:
become a generic term for a product or service, such as
950:
has argued that branding became necessary following the
6407:
6405:
6215:
5204:. Toronto, Ontario, Canada: Knopf Canada. p. 141.
3375:
3364:
to create an exclusive range of spectacle frames while
2955:, Australia's largest flag carrier airline, introduced
2507:
people reconnect and heal (and be appreciated for it).
2322:
1128:
2. LIQU/ FLOS (translated as: "The flower of Liquamen")
934:
925:(221-206 BCE); large numbers of seals survive from the
7438:
5993:
3895:
3080:
1920:
points the brand uses to connect with its customers .
1327:
breakfast cereal, furnish illustrations of the trend.
1252:
moved the production of many household items, such as
6726:
6034:
Dahlen, Micael; Lange, Fredrik; Smith, Terry (2010).
4845:
Visual Branding: A Rhetorical and Historical Analysis
3456:
Nation branding (place branding and public diplomacy)
3037:
with the "skin simple" brand name. Companies such as
2981:
In Australia, their leading supermarket chains, both
2770:
2157:: adoption of a word from another language, such as "
1801:
Brands typically comprise various elements, such as:
7221:"Is Your Personal Brand Working For or Against You?"
7048:
Myth-Making – The Holy Grail Of Today's Ueber-Brands
6402:
6253:
6036:
Marketing Communications: A Brand Narrative Approach
5945:"Beyond Name and Logo: Other Elements of Your Brand"
5741:
Success Factors in Establishing Your Brand Retrieved
4847:. Cheltenham: Edward Elgar Publishing. p. 131.
4122:. Springfield, Massachusetts: Merriam-Webster. 1983.
3672:- owner of the brand allowing someone else to use it
1582:
contact with the brand and is termed the consumer's
1408:. Soap manufacturers sponsored many of the earliest
1240:
as having the world's oldest branding and packaging.
7083:"Muji brand strategy, Muji branding, no-name brand"
6826:Riezebos, Rik; Grinten, Jaap van der (2012-03-15).
6369:. MerriamAssociates.com. 2012-11-15. Archived from
5890:
4839:McQuarrie, Edward F.; Phillips, Barbara J. (2016).
4126:
3976:"'Mark them with my Mark': Human Branding in Egypt"
2473:converting simple awareness to strong commitment.
1508:choices. A brand name is not to be confused with a
978:Scholarly studies have found evidence of branding,
7344:
7342:
7248:"The Role of Brand in the Nonprofit Sector (SSIR)"
7035:Un-Sell To Seduce... and be thanked with a premium
6546:
6461:Journal of Applied Economics and Business Research
6347:. London, England: Economist Group. April 26, 2007
6292:. London. England: Economist Group. August 3, 2009
5970:
5729:. 3rd Asia-Pacific ed., Cengage, 2018, pp. 295–97.
5407:. London: Routledge (published 2015). p. 19.
5399:Franzen, Giep; Moriarty, Sandra E. (2015-02-12) .
4502:Hartley, B. R. (2011). "Gaulish Potters' Stamps".
2834:There is a difference between brand extension and
1852:has trademarked the upward motion of its car doors
1808:logo: the visual trademark that identifies a brand
1102:Mosaic showing garum container, from the house of
896:In pre-literate society, the distinctive shape of
7377:"Joe Chemo: A Camel Who Wishes He'd Never Smoked"
7070:How Premium Brands Grow Without Losing Their Glow
7010:
6981:
6096:
4838:
4640:
4617:
3760:- similar concept in the music recording industry
3510:
3340:In Australia, for example, the department store,
2959:to go head-to-head against the low-cost carrier,
2685:
8530:
7131:
6033:
5824:, 9th ed., New York, NY: McGraw-Hill Irwin, 2012
5086:, Queen Mary University, London, 18 August 2008.
4378:
4376:
4212:
4210:
4183:
4181:
4179:
3876:endorses this definition as part of its ongoing
3239:
2070:Brand names come in many styles. A few include:
7339:
6977:
6975:
6948:"Brands Versus Private Labels: Fighting to Win"
6825:
6099:International Journal of Information Management
5452:Encyclopedia of Sports Management and Marketing
5398:
3931:
3874:Marketing Accountability Standards Board (MASB)
3618:Brand evaluation - Principles and fundamentals
3077:, the luxury vehicle division of premium cars.
2127:: names that can evoke a vivid image, such as "
7494:International Organization for Standardization
7464:International Organization for Standardization
7329:"Airbnb says its new logo belongs to everyone"
7011:Schaefer, Wolf; Kuehlwein, J. (26 June 2016).
6921:Cruz, Angela; Ruiz, Carlos Diaz (2023-08-07).
6702:"Brand Architecture: Strategic Considerations"
6228:International Journal of Research in Marketing
5863:
5344:. 3rd Asia-Pacific ed., Cengage, 2018, p. 296.
5283:Aaker, J., "Dimensions of Brand Personality",
4111:
4109:
3836:"Brand | Common Language Marketing Dictionary"
3589:branding standards developed by the Committee
1234:, first sold in London in 1885. Recognised by
7530:
7050:. Marketing Review St.Gallen. pp.64ff. 1/2016
6945:
6879:
6829:Positioning the Brand: An Inside-Out Approach
5793:
4753:The Fires of Vesuvius: Pompeii Lost and Found
4575:
4373:
4254:. Florence, Italy: Firenze University Press.
4207:
4190:"The Hot History & Cold Future of Brands"
4176:
4152:
3093:labeled as attitude branding include that of
2193:: naming for regions and landmarks, such as "
1459:
690:
473:
26:"Marque" redirects here. For other uses, see
7399:
6972:
6784:it doesn't communicate what you do anymore.'
6477:
5698:
5529:
5449:Swayne, Linda E.; Dodds, Mark (2011-08-08).
5153:The Routledge Companion to Marketing History
5136:The Routledge Companion to Marketing History
4686:The Routledge Companion to Marketing History
4419:The Routledge Companion to Marketing History
3912:"Brand Common Language Marketing Dictionary"
3704:- similar concept in the publishing industry
3536:
3530:
2966:
1608:. Brand orientation develops in response to
7167:Private Labels in Designer Sheep's Clothing
6946:Quelch, John; Harding, David (1996-01-01).
6585:, 4th edition, p. 16, accessed 25 June 2023
5699:Kotler, Philip; Keller, Kevin Lane (2012).
5448:
4618:Eckhardt, Giana; Bengtsson, Anders (2008).
4553:, Manchester University Press, 1952, p. 70.
4492:, Manchester University Press, 1952, p. 70.
4106:
3175:logos to maintain brand identity in Israel.
2545:) or a range of subsidiary brands (such as
2493:
1519:
7537:
7523:
3580:
3024:
2902:which offers cough and cold products, and
2213:; or from the minds of ad execs, such as "
1045:to 500 BCE), is the herbal paste known as
854:is a management technique that ascribes a
697:
683:
480:
466:
6897:
6677:"Accenture-Fjord-Trends-2021-Full-Report"
6609:
6504:
5652:
5650:
5532:Journal of Product & Brand Management
5190:
5188:
4889:
4430:Maran, J. and Stockhammer, P. W. (eds.).
4382:
4234:
4216:
4187:
4119:Webster's Ninth New Collegiate Dictionary
4024:Journal of Product & Brand Management
4021:
3430:
2880:
2723:
2017:Relationship between trademarks and brand
2003:
6920:
6764:
6610:Smilovitz, Shayna (September 11, 2018).
6411:
5833:
5313:
5267:, Palgrave Macmillan, 2010, pp. 109–125.
5052:
4918:
3438:
3156:The color, letter font and style of the
3151:
2597:investigative-report broadcast cast the
2447:
2443:
2366:
2335:(Brand Standard Identification Number).
2012:
1855:
1477:
1329:
1256:, from local communities to centralized
1225:
1185:
1141:
1097:
1066:
1021:
969:
891:
43:
32:
6635:
6451:
6310:
6224:
6174:
5004:"Golden celebration for 'oldest brand'"
5001:
4791:
4789:
4764:
4501:
4344:
4188:Khan, Saif Ullah; Mufti, Owais (2007).
3946:
3772:- concept of using placenames as brands
3476:
2873:partnered with the skateboarding brand
2860:
2245:" ("communications" and "broadcast"), "
2065:
1834:scents: the rose-jasmine-musk scent of
1487:is a brand name, while the distinctive
8531:
7544:
7294:
6982:Schaefer, Wolf; Kuehlwein, JP (2015).
6795:
6773:. Vol. 23, no. 9. p. 79
6123:
5942:
5763:
5694:
5692:
5656:
5647:
5372:
5279:
5277:
5275:
5273:
5185:
5164:
4795:
4624:European Advances in Consumer Research
4576:Benson, P. L.; Gilmore, R. S. (2004).
4249:
4070:
3286:
3279:market with the slogan (and sticker) "
2620:
2591:in 1991 at a time when publicity in a
2581:Computing-Tabulating-Recording Company
2510:
2229:", "Wok on Water" or "Eggs Eggscetera"
1864:
1412:series, and the genre became known as
7518:
6852:
6675:Fjord, Accenture (January 12, 2021).
6674:
6583:Logistics and Supply Chain Management
6505:Chaudhuri, Arjun (14 February 2002).
6436:
6189:
6067:
6063:
6061:
6059:
6029:
6027:
6015:
6011:
6009:
5996:Iranian Journal of Management Studies
5968:
5859:
5857:
5789:
5787:
5785:
5759:
5757:
5755:
5753:
5751:
5591:
5556:
5476:
5474:
5472:
5368:
5366:
5364:
5362:
5360:
5358:
5356:
5354:
5352:
5350:
5194:
5058:A history of the world in six glasses
5029:"History of the Twinings Tea Company"
4841:"Rhetorical evolution of brand marks"
4469:
4309:
4274:
4066:
4064:
4062:
4060:
4058:
4056:
4054:
3973:
2452:The visual brand identity manual for
2241:" ("microcomputer" and "software"), "
2143:: completely made-up words, such as "
7137:
6765:Prencipe, Loretta W. (26 Feb 2001).
6704:. Merriam Associates. Archived from
5947:. Merriam Associates. Archived from
5943:Pearce, Robert (September 2, 2011).
4955:. The Silver Society. Archived from
4786:
4017:
4015:
4013:
4011:
4009:
3878:Common Language in Marketing Project
3419:
3408:
3376:Individual and organizational brands
2898:which offers inter-dental products,
2670:
2530:. Decisions about company names and
2458:Chermayeff & Geismar & Haviv
2407:
2079:: a name made of initials, such as "
2058:techniques is distinct to valuing a
2030:in relation to a brand name through
1899:. Five key components comprise IMC:
1822:Tiffany & Co.'s robin's egg blue
1719:
1569:
1271:Factories established following the
1026:Copper printing-plate including the
999:, Tetturo of Lezoux and Cinnamus of
16:Identification for a good or service
6441:. New York: Free Press. p. 68.
6020:. New York City: McGraw Hill Irwin.
5969:Klara, Robert (22 September 2014).
5766:integrated marketing communications
5689:
5304:, Vol. 26 No. 3, 2009, pp. 175–184.
5270:
5097:The Rise and Fall of Mass Marketing
5002:Hibbert, Colette (1 October 2008).
4925:. Harvard University. pp. 1–3.
3980:The Journal of Egyptian Archaeology
3794:- technical term in brand designing
3497:Intellectual property infringements
3485:
3081:Attitude branding and iconic brands
2209:: taking names from myths, such as
1893:Integrated marketing communications
1875:Integrated marketing communications
1831:'s chimes provide a famous example.
748:, who are known to have engaged in
13:
7046:Kuehlwein, JP and Schaefer, Wolf.
6853:Crane, Frederick G. (2012-09-12).
6056:
6024:
6006:
5983:from the original on Mar 14, 2023.
5854:
5820:Belch, G. E., & Belch, M. A.,
5782:
5748:
5469:
5347:
5142:, Clarendon Press, 1996, pp 20–21
4051:
2940:
2771:Brand extension and brand dilution
2499:for the company behind the brand.
1630:
1205:issued by the British government.
815:, brand communication (such as by
14:
8580:
7123:. 22 January 2013. Archived from
7085:. VentureRepublic. Archived from
6730:Handbook of Marketing and Finance
6190:McKee, Steve (October 13, 2014).
5314:Campbell, Colin L. (2015-06-03).
5125:, London, Kogan-Page, 2005, p. 3.
4540:, English Heritage, 2013, p. 433.
4006:
3896:Fahy, John; David Jobber (2015).
3811:
3298:
3259:
3248:simplicity. Examples include the
3144:(President, CEO, and Chairman of
2346:
1796:
1751:), which it used in the logo for
1003:) have been found as far away as
733:are sometimes distinguished from
7482:
7452:
7423:
7393:
7369:
7321:
7288:
7272:"AIESEC BLUE BOOK Brand Toolkit"
7264:
7240:
7195:
7177:
7160:
7121:"The 'no brand' brand – EMEASEE"
7113:
7100:
7075:
7062:
7053:
7040:
7027:
7004:
6939:
6914:
6873:
6846:
6819:
6789:
6758:
6720:
6693:
6689:from the original on 2020-12-16.
6668:
6629:
6603:
6599:. Pearson Education. p. 48.
6594:
6588:
6575:
6540:
6498:
6480:Color Research & Application
6471:
6445:
6430:
6384:
6359:
6339:"Sensory branding Sound effects"
6331:
6304:
6276:
6247:
5925:from the original on May 9, 2013
5060:. New York: Walker. p. 202.
4564:Journal of Roman Pottery Studies
3275:, which positions itself in the
2751:subbranding can be seen through
2605:brands in a negative light, and
2411:
2253:" ("voice", "data", "telephone")
2050:. Putting a value on a brand by
1019:silver dating from this period.
8181:Party platforms (or manifestos)
7500:from the original on 2020-09-28
7470:from the original on 2018-12-15
7295:Tadena, Nathalie (2014-07-15).
6699:
6183:
6168:
6126:Current Opinion in Neurobiology
6117:
6111:10.1016/j.ijinfomgt.2014.04.007
6090:
5987:
5962:
5936:
5911:
5884:
5827:
5814:
5732:
5719:
5620:
5585:
5550:
5523:
5510:
5442:
5405:The Science and Art of Branding
5391:
5377:. Pearson Education Australia.
5334:
5307:
5294:
5257:
5238:
5218:
5158:
5145:
5128:
5115:
5102:
5089:
5076:
5064:
5046:
5021:
4995:
4973:
4942:
4929:
4912:
4883:
4880:, Clarendon Press, 1996, p. 21.
4870:
4832:
4798:American Journal of Archaeology
4758:
4745:
4734:from the original on 2017-08-24
4716:
4691:
4678:
4669:
4634:
4611:
4602:
4569:
4556:
4543:
4530:
4495:
4482:
4463:
4450:
4437:
4424:
4411:
4338:
4303:
4268:
4243:
4042:
3724:List of defunct consumer brands
2835:
2577:International Business Machines
2521:
2476:
1758:
645:
7059:Schaefer and Kuehlwein, pg.174
6886:International Marketing Review
6646:American Marketing Association
6313:Journal of Consumer Psychology
6241:10.1016/j.ijresmar.2011.11.001
5919:"Brand Recognition Definition"
5520:, Vol. 11, No. 2, 2003 p. 151.
5496:10.1080/00913367.2005.10639213
4919:Dodd, E. C.; Kent, J. (1961).
4728:archeobologna.beniculturali.it
4197:Journal of Managerial Sciences
4084:American Marketing Association
3967:
3940:
3925:
3904:
3889:
3860:American Marketing Association
3853:
3828:
3805:
3511:Doppelgänger brand image (DBI)
2741:
2686:Multiproduct branding strategy
2467:
2403:
1171:on paper in the 13th century.
1:
7431:"FUH2 | Fuck You And Your H2"
7072:. www.ueberbrands.com 02/2013
7037:. www.ueberbrands.com 12/2015
6072:(8th ed.). Mason, Ohio:
5878:10.1016/S0148-2963(98)00070-8
5641:10.1016/j.jbusres.2011.07.031
5594:Journal of Marketing Research
5559:Journal of Marketing Research
5302:Journal of Consumer Marketing
5289:Journal of Marketing Research
5285:Journal of Marketing Research
5112:, vol. 31, 2005, pp. 868–882.
5095:Tedlow, R. A. and Jones, G.,
5071:"Oldest branding (packaging)"
4950:"Hallmarks on British Silver"
4765:Johnson, Ken (5 March 2015).
3799:
2587:re-branded its activities as
2490:according to Kenneth E Clow.
2331:created in December 2013 the
2300:
2008:
1335:
1115:
1039:
902:Archaeological Museum of Dion
8269:Rally 'round the flag effect
5866:Journal of Business Research
5834:Kapferer, Jean-Noël (1994).
5629:Journal of Business Research
5228:, 1st ed., BDD Books; 1991,
5110:Journal of Consumer Research
4460:, Longman, 1982, pp. 121–25.
4217:Starcevic, Sladjana (2015).
3872:. Retrieved 2011-06-29. The
3729:List of most valuable brands
3720:- a classification of brands
3698:- a classification of brands
2585:Werner Erhard and Associates
2503:diffusion of an innovation.
2321:of popular brands. See also
1104:Umbricius Scaurus of Pompeii
1095:appearing most prominently.
861:
7:
7400:Thia Shi Min (4 Sep 2013).
6767:"Changing the company name"
6526:10.1057/palgrave.bm.2540100
6514:Journal of Brand Management
6177:Computers in Human Behavior
5518:Journal of Brand Management
4585:Nelson-Atkins Museum of Art
4566:, vol. 16, 2016, pp. 77–92.
3641:
2607:Union Carbide India Limited
2249:" ("forever" and "note"), "
1443:
1384:in the early 20th century,
877:, meaning "torch", from an
10:
8585:
6452:Farhana, Mosarrat (2014).
6325:10.1016/j.jcps.2011.09.005
6138:10.1016/j.conb.2004.03.015
6068:Shimp, Terence A. (2009).
5893:Psychology & Marketing
5401:"1: The Brand as a System"
5291:, Vol. 36 No. 1, pp. 45–57
3563:Pepsi logo as an obese man
3514:
3489:
3459:
3423:
3412:
3302:
3263:
3171:were copied into matching
2970:
2944:
2774:
2727:
2674:
2624:
2613:in 1994 subsequent to the
2514:
2293:, for example, has become
1868:
1763:Unlike brand recognition,
1634:
1463:
1460:Brand names and trademarks
1288:, where the consumers buy
1085:Carbonized loaves of bread
887:
404:Promotional representative
25:
18:
8463:
8408:
8340:
8282:
8214:
8131:
8048:
8000:
7890:
7801:
7728:
7618:
7610:Manipulation (psychology)
7552:
7363:10.1509/jmkg.2006.70.1.50
7017:Journal of Brand Strategy
5764:Chitty, Williams (2005).
5657:Brakus, J. Josko (2009).
5544:10.1108/10610421011033467
5251:December 6, 2006, at the
5171:. BoD – Books on Demand.
5073:. Guinness World Records.
4699:"Latin Words and Phrases"
4643:Journal of Macromarketing
4516:10.1017/S0003581500062922
4434:, Oxford, UK, Oxbow, 2012
4397:10.1080/00076790802106299
4312:Journal of Macromarketing
4277:Journal of Macromarketing
4165:Oxford English Dictionary
4036:10.1108/10610420810856468
3992:10.1177/03075133221130094
3368:stocks frame designed by
2967:Private branding strategy
2611:Eveready Industries India
2341:Open Knowledge Foundation
2329:Open Knowledge Foundation
2273:is a brand name that has
1456:, takes time to produce.
7788:Criticism of advertising
6899:10.1108/IMR-04-2022-0099
6644:(6). Chicago, Illinois:
6412:Neumeier, Marty (2004).
5796:Psychology and Marketing
5165:Burger, Michael (2012).
4655:10.1177/0276146709352219
4082:(1). Chicago, Illinois:
3951:. Dunedin, New Zealand:
3947:Wheeler, Harold (1946).
3932:Aaker, David A. (1991).
3898:Foundations of Marketing
3517:Doppelgänger brand image
3386:non-profit organizations
2571:bought and incorporated
2567:originated in 1986 when
2494:Expanding role of brands
2048:Kellogg's Frosted Flakes
1879:Marketing communications
1773:spontaneous brand recall
1676:Most companies aim for "
1520:Corporate brand identity
831:, and various branding (
8450:Promotional merchandise
8161:Character assassination
8098:Narcotizing dysfunction
7972:Photograph manipulation
7685:Guerrilla communication
6952:Harvard Business Review
6414:The Dictionary of Brand
6367:"MerriamAssociates.com"
6257:The Journal of Business
6038:. Hoboken, New Jersey:
5375:Principles of marketing
5373:Kotler, Philip (2009).
4937:Byzantine Silver Stamps
4922:Byzantine Silver Stamps
4504:The Antiquaries Journal
4324:10.1177/027467022001009
4289:10.1177/027467022001009
3788:- a marketing technique
3781:Product differentiation
3754:- a marketing technique
3666:- a marketing technique
3581:International Standards
3332:Designer Private Labels
3089:of the product at all.
3025:Mixed branding strategy
2818:to a restaurant guide,
1974:social networking sites
1688:unaided brand awareness
1406:television in the 1930s
1371:Philip Morris Companies
980:packaging, and labeling
837:product differentiation
399:Promotional merchandise
384:Out-of-home advertising
173:Account-based marketing
28:Marque (disambiguation)
8433:Product demonstrations
7862:Historical negationism
7335:on September 21, 2014.
6439:Building Strong Brands
6192:"Branding Made Simple"
5905:10.1002/mar.4220090402
5840:. Simon and Schuster.
5808:10.1002/mar.4220090402
5484:Journal of Advertising
3537:
3531:
3431:Crowd sourced branding
3176:
3150:
2881:Multibranding strategy
2814:to shoes and watches,
2730:Product line extension
2724:Product line extension
2575:; and the newly named
2461:
2373:
2297:with the word "copy".
2056:marketing mix modeling
2032:trademark registration
2018:
2004:Global brand variables
1871:Advertising management
1861:
1843:Kentucky Fried Chicken
1783:Marketing-mix modeling
1500:
1341:
1241:
1237:Guinness World Records
1208:Guinness World Records
1194:
1147:
1107:
1072:
1031:
975:
914:ancient Egyptian tombs
905:
208:Horizontal integration
56:
41:
21:Brand (disambiguation)
8365:Reputation management
8284:Psychological warfare
8133:Political campaigning
7942:Firehose of falsehood
7171:Sydney Morning Herald
6859:. SAGE Publications.
6437:Aaker, David (1996).
5675:10.1509/jmkg.73.3.052
4236:10.5937/markt1503179S
3934:Managing Brand Equity
3792:Visual brand language
3713:Global Brand Database
3460:Further information:
3439:Personalized branding
3390:Amnesty International
3303:Further information:
3264:Further information:
3155:
3137:
3031:Elizabeth Arden, Inc.
2826:to personal hygiene.
2763:and higher-end line,
2736:Campbell Soup Company
2515:Further information:
2451:
2444:Visual brand identity
2370:
2016:
1982:social-media campaign
1883:Promotion (marketing)
1869:Further information:
1859:
1702:aided brand awareness
1692:spontaneous awareness
1481:
1464:Further information:
1436:cultural anthropology
1354:James Walter Thompson
1333:
1273:Industrial Revolution
1229:
1189:
1145:
1101:
1070:
1025:
973:
927:Harappan civilization
895:
628:Visual brand language
394:Product demonstration
246:Corporate anniversary
47:
36:
8554:Communication design
8549:Branding terminology
8400:Corporate propaganda
7351:Journal of Marketing
7138:Pont, Simon (2013).
6638:Journal of Marketing
6549:Journal of Marketing
6016:Belch, G.E. (2012).
5727:Marketing Principles
5702:Marketing Management
5663:Journal of Marketing
5342:Marketing Principles
4347:Current Anthropology
4076:Journal of Marketing
3974:Karev, Ella (2022).
3702:Imprint (trade name)
3477:Destination branding
3394:Habitat for Humanity
3312:brands, also called
2892:Head & Shoulders
2888:Procter & Gamble
2861:Brand Collaborations
2852:Procter & Gamble
2066:Types of brand names
1769:unaided brand recall
1713:unique selling point
1350:advertising agencies
1344:By the early 1900s,
1181:silver-makers' marks
967:practices operated.
846:carefully to create
409:Visual merchandising
339:Behavioral targeting
213:Vertical integration
193:Influencer marketing
19:For other uses, see
8488:Media concentration
8360:Non-apology apology
8350:Cult of personality
8078:Emotive conjugation
7832:Burying of scholars
7301:Wall Street Journal
7226:Wall Street Journal
7142:. London, England:
7127:on 22 January 2013.
6986:. London, England:
6581:Martin, C. (2011),
6392:"Open Product Data"
5246:Newmediagroup.co.uk
4456:Peacock, D. C. S.,
3398:World Wildlife Fund
3356:has teamed up with
3322:Marks & Spencer
3287:Social media brands
3240:"No-brand" branding
3113:. In the 1999 book
2713:Church & Dwight
2627:Individual branding
2621:Individual branding
2511:Branding strategies
1959:customer experience
1865:Brand communication
1708:Strategic awareness
1610:market intelligence
1400:began to appear on
1297:Quaker Oats Company
1217:Lyle's Golden Syrup
956:ancient Mesopotamia
359:In-game advertising
349:Display advertising
225:Promotional content
8569:Product management
8471:Influence-for-hire
8264:National mythology
8234:Crowd manipulation
8123:Tabloid journalism
7992:Video manipulation
7937:Fictitious entries
7660:Civil disobedience
7546:Media manipulation
6654:10.1509/jm.10.0406
5226:Soap Opera History
5140:Trademark Dilution
4981:"IPO trade mark 1"
4893:(3 October 2011).
4878:Trademark Dilution
4772:The New York Times
4072:Keller, Kevin Lane
3949:The Miracle Of Man
3883:2019-04-05 at the
3868:2012-06-11 at the
3654:Brand architecture
3551:Examples include:
3177:
2589:Landmark Education
2543:Black & Decker
2528:brand architecture
2462:
2423:. You can help by
2374:
2313:, the subtypes of
2042:toilet tissue and
2028:proprietary rights
2019:
1862:
1729:aided brand recall
1670:aided brand recall
1662:spontaneous recall
1501:
1402:radio in the 1920s
1342:
1242:
1195:
1154:. In the European
1148:
1108:
1073:
1032:
976:
910:branding livestock
906:
750:livestock branding
442:Marketing research
379:Online advertising
369:Native advertising
364:Mobile advertising
316:Sex in advertising
133:Consumer behaviour
57:
42:
8564:Intangible assets
8526:
8525:
8292:Airborne leaflets
8171:Election promises
8025:Product placement
7900:Alternative facts
7640:Alternative media
7153:978-0-7494-6621-3
6997:978-0-7494-7003-6
6866:978-1-4522-8918-2
6839:978-1-136-62709-5
6740:978-1-84980-604-6
6595:Clow, Kenneth E.
6492:10.1002/col.20594
6423:978-1-884081-06-4
6396:Open Product Data
6200:. New York City:
6083:978-81-315-1652-2
6049:978-0-470-31992-5
5847:978-0-02-917045-8
5712:978-0-13-210292-6
5705:. Prentice Hall.
5462:978-1-4129-7382-3
5414:978-1-317-45467-0
5384:978-1-4425-0041-9
5327:978-3-319-18687-0
5244:Pierce, Mildred,
5224:Copeland, M. A.,
5211:978-0-676-97282-5
5178:978-3-8482-2850-8
5084:CGR Working Paper
4854:978-1-78536-542-3
4261:978-88-6453-636-1
3936:. The Free Press.
3742:Open-source brand
3426:Employer branding
3420:Employer branding
3415:Personal branding
3409:Personal branding
3350:Collette Dinnigan
3129:Ben & Jerry's
2671:Challenger brands
2441:
2440:
2227:Lord of the Fries
1725:Brand recognition
1720:Brand recognition
1698:Brand recognition
1666:brand recognition
1606:brand orientation
1575:Brand personality
1570:Brand personality
1489:Spencerian script
1424:consumer research
1380:With the rise of
1250:Industrialization
933:came into use in
848:shareholder value
796:'s stage names.
790:political parties
746:ancient Egyptians
707:
706:
613:Perceived quality
490:
489:
452:Consumer research
333:Promotional media
321:Underwriting spot
296:Product placement
276:On-hold messaging
266:Loyalty marketing
183:Product marketing
178:Digital marketing
8576:
8539:Brand management
8518:Media proprietor
8342:Public relations
8322:Public diplomacy
8307:Information (IT)
8186:Name recognition
7811:Media regulation
7793:Annoyance factor
7650:Call-out culture
7565:Crowd psychology
7539:
7532:
7525:
7516:
7515:
7510:
7509:
7507:
7505:
7486:
7480:
7479:
7477:
7475:
7456:
7450:
7449:
7447:
7446:
7437:. Archived from
7427:
7421:
7420:
7418:
7417:
7408:. Archived from
7397:
7391:
7390:
7388:
7387:
7373:
7367:
7366:
7346:
7337:
7336:
7331:. Archived from
7325:
7319:
7318:
7316:
7315:
7292:
7286:
7285:
7283:
7277:. Archived from
7276:
7268:
7262:
7261:
7259:
7258:
7244:
7238:
7237:
7235:
7234:
7217:
7211:
7210:
7209:on Jan 18, 2015.
7199:
7193:
7192:
7191:on Sep 24, 2020.
7181:
7175:
7174:7 September 2014
7164:
7158:
7157:
7135:
7129:
7128:
7117:
7111:
7104:
7098:
7097:
7095:
7094:
7079:
7073:
7066:
7060:
7057:
7051:
7044:
7038:
7031:
7025:
7024:
7008:
7002:
7001:
6979:
6970:
6969:
6967:
6966:
6943:
6937:
6936:
6934:
6933:
6927:The Conversation
6918:
6912:
6911:
6901:
6877:
6871:
6870:
6850:
6844:
6843:
6823:
6817:
6816:
6810:
6808:
6793:
6787:
6786:
6780:
6778:
6762:
6756:
6755:
6749:
6747:
6724:
6718:
6717:
6715:
6713:
6697:
6691:
6690:
6688:
6681:
6672:
6666:
6665:
6633:
6627:
6626:
6624:
6622:
6607:
6601:
6600:
6592:
6586:
6579:
6573:
6572:
6544:
6538:
6537:
6511:
6502:
6496:
6495:
6475:
6469:
6468:
6458:
6449:
6443:
6442:
6434:
6428:
6427:
6409:
6400:
6399:
6388:
6382:
6381:
6379:
6378:
6363:
6357:
6356:
6354:
6352:
6335:
6329:
6328:
6308:
6302:
6301:
6299:
6297:
6280:
6274:
6273:
6251:
6245:
6244:
6222:
6213:
6212:
6210:
6208:
6187:
6181:
6180:
6172:
6166:
6165:
6121:
6115:
6114:
6094:
6088:
6087:
6074:Cengage Learning
6065:
6054:
6053:
6031:
6022:
6021:
6013:
6004:
6003:
5991:
5985:
5984:
5974:
5966:
5960:
5959:
5957:
5956:
5940:
5934:
5933:
5931:
5930:
5921:. Investopedia.
5915:
5909:
5908:
5888:
5882:
5881:
5861:
5852:
5851:
5831:
5825:
5818:
5812:
5811:
5791:
5780:
5779:
5761:
5746:
5736:
5730:
5723:
5717:
5716:
5696:
5687:
5686:
5654:
5645:
5644:
5624:
5618:
5617:
5589:
5583:
5582:
5554:
5548:
5547:
5527:
5521:
5514:
5508:
5507:
5478:
5467:
5466:
5446:
5440:
5439:
5422:
5421:
5395:
5389:
5388:
5370:
5345:
5338:
5332:
5331:
5311:
5305:
5298:
5292:
5281:
5268:
5261:
5255:
5242:
5236:
5222:
5216:
5215:
5192:
5183:
5182:
5162:
5156:
5149:
5143:
5132:
5126:
5119:
5113:
5106:
5100:
5093:
5087:
5080:
5074:
5068:
5062:
5061:
5050:
5044:
5043:
5041:
5039:
5025:
5019:
5018:
5016:
5014:
4999:
4993:
4992:
4990:
4988:
4977:
4971:
4970:
4968:
4967:
4961:
4954:
4946:
4940:
4933:
4927:
4926:
4916:
4910:
4909:
4907:
4905:
4887:
4881:
4874:
4868:
4867:
4862:
4861:
4836:
4830:
4829:
4793:
4784:
4783:
4781:
4779:
4762:
4756:
4749:
4743:
4742:
4740:
4739:
4720:
4714:
4713:
4705:. Archived from
4695:
4689:
4682:
4676:
4673:
4667:
4666:
4638:
4632:
4631:
4615:
4609:
4606:
4600:
4599:
4597:
4596:
4587:. Archived from
4573:
4567:
4560:
4554:
4547:
4541:
4534:
4528:
4527:
4499:
4493:
4486:
4480:
4479:
4467:
4461:
4454:
4448:
4441:
4435:
4428:
4422:
4415:
4409:
4408:
4385:Business History
4380:
4371:
4370:
4342:
4336:
4335:
4307:
4301:
4300:
4272:
4266:
4265:
4247:
4241:
4240:
4238:
4214:
4205:
4204:
4194:
4185:
4174:
4173:
4170:Internet Archive
4156:
4150:
4149:
4147:
4146:
4130:
4124:
4123:
4113:
4104:
4103:
4068:
4049:
4046:
4040:
4039:
4019:
4004:
4003:
3986:(1–2): 191–203.
3971:
3965:
3964:
3944:
3938:
3937:
3929:
3923:
3922:
3920:
3919:
3908:
3902:
3901:
3893:
3887:
3857:
3851:
3850:
3848:
3847:
3838:. Archived from
3832:
3826:
3825:
3823:
3821:
3812:Haigh, Richard.
3809:
3686:Brand protection
3681:Brand management
3659:Brand engagement
3649:Brand ambassador
3540:
3534:
3505:Brand protection
3499:, in particular
3492:Brand protection
3486:Brand protection
3354:Target Australia
2991:Ralcorp Holdings
2961:Virgin Australia
2789:, home textile,
2717:Arm & Hammer
2677:Challenger brand
2517:Brand management
2436:
2433:
2415:
2408:
2319:special editions
1915:Public relations
1912:Personal selling
1909:Direct marketing
1906:Sales promotions
1660:or occasionally
1602:brand management
1585:brand experience
1474:Trademark symbol
1375:Kraft Foods Inc.
1340:
1337:
1315:chewing gum and
1230:A tin of Lyle's
1120:
1117:
1044:
1041:
965:brand management
952:urban revolution
833:brand management
699:
692:
685:
496:Brand management
492:
491:
482:
475:
468:
447:Mystery shopping
344:Brand ambassador
281:Personal selling
271:Mobile marketing
251:Direct marketing
236:Ambush marketing
203:Annoyance factor
188:Social marketing
138:Consumer culture
118:Brand management
59:
58:
8584:
8583:
8579:
8578:
8577:
8575:
8574:
8573:
8529:
8528:
8527:
8522:
8513:Media influence
8508:Media franchise
8493:Media democracy
8459:
8404:
8336:
8278:
8259:Loaded language
8210:
8127:
8044:
7996:
7886:
7815:
7797:
7724:
7665:Culture jamming
7614:
7548:
7543:
7513:
7503:
7501:
7488:
7487:
7483:
7473:
7471:
7458:
7457:
7453:
7444:
7442:
7429:
7428:
7424:
7415:
7413:
7398:
7394:
7385:
7383:
7375:
7374:
7370:
7347:
7340:
7327:
7326:
7322:
7313:
7311:
7293:
7289:
7281:
7274:
7270:
7269:
7265:
7256:
7254:
7246:
7245:
7241:
7232:
7230:
7219:
7218:
7214:
7201:
7200:
7196:
7183:
7182:
7178:
7165:
7161:
7154:
7136:
7132:
7119:
7118:
7114:
7105:
7101:
7092:
7090:
7081:
7080:
7076:
7068:Kuehlwein, JP.
7067:
7063:
7058:
7054:
7045:
7041:
7033:Kuehlwein, JP.
7032:
7028:
7009:
7005:
6998:
6980:
6973:
6964:
6962:
6944:
6940:
6931:
6929:
6919:
6915:
6878:
6874:
6867:
6851:
6847:
6840:
6824:
6820:
6806:
6804:
6799:(31 Aug 2009).
6794:
6790:
6776:
6774:
6763:
6759:
6745:
6743:
6741:
6725:
6721:
6711:
6709:
6708:on May 20, 2013
6698:
6694:
6686:
6679:
6673:
6669:
6634:
6630:
6620:
6618:
6608:
6604:
6593:
6589:
6580:
6576:
6561:10.2307/1251914
6545:
6541:
6509:
6503:
6499:
6476:
6472:
6456:
6450:
6446:
6435:
6431:
6424:
6410:
6403:
6390:
6389:
6385:
6376:
6374:
6365:
6364:
6360:
6350:
6348:
6337:
6336:
6332:
6309:
6305:
6295:
6293:
6282:
6281:
6277:
6252:
6248:
6223:
6216:
6206:
6204:
6202:Bloomberg, L.P.
6188:
6184:
6173:
6169:
6122:
6118:
6095:
6091:
6084:
6066:
6057:
6050:
6032:
6025:
6014:
6007:
5992:
5988:
5967:
5963:
5954:
5952:
5941:
5937:
5928:
5926:
5917:
5916:
5912:
5889:
5885:
5862:
5855:
5848:
5832:
5828:
5819:
5815:
5792:
5783:
5776:
5762:
5749:
5737:
5733:
5724:
5720:
5713:
5697:
5690:
5655:
5648:
5625:
5621:
5606:10.2307/3151914
5590:
5586:
5571:10.2307/3151897
5555:
5551:
5528:
5524:
5515:
5511:
5479:
5470:
5463:
5447:
5443:
5419:
5417:
5415:
5396:
5392:
5385:
5371:
5348:
5339:
5335:
5328:
5312:
5308:
5299:
5295:
5282:
5271:
5262:
5258:
5253:Wayback Machine
5243:
5239:
5223:
5219:
5212:
5193:
5186:
5179:
5163:
5159:
5150:
5146:
5133:
5129:
5120:
5116:
5107:
5103:
5094:
5090:
5081:
5077:
5069:
5065:
5051:
5047:
5037:
5035:
5027:
5026:
5022:
5012:
5010:
5000:
4996:
4986:
4984:
4979:
4978:
4974:
4965:
4963:
4959:
4952:
4948:
4947:
4943:
4934:
4930:
4917:
4913:
4903:
4901:
4891:Colapinto, John
4888:
4884:
4875:
4871:
4859:
4857:
4855:
4837:
4833:
4794:
4787:
4777:
4775:
4763:
4759:
4750:
4746:
4737:
4735:
4722:
4721:
4717:
4709:on 2017-08-24.
4697:
4696:
4692:
4683:
4679:
4674:
4670:
4639:
4635:
4616:
4612:
4607:
4603:
4594:
4592:
4574:
4570:
4561:
4557:
4548:
4544:
4535:
4531:
4500:
4496:
4487:
4483:
4468:
4464:
4455:
4451:
4442:
4438:
4429:
4425:
4416:
4412:
4381:
4374:
4343:
4339:
4308:
4304:
4273:
4269:
4262:
4248:
4244:
4215:
4208:
4192:
4186:
4177:
4158:
4157:
4153:
4144:
4142:
4139:Merriam-Webster
4132:
4131:
4127:
4115:
4114:
4107:
4092:10.2307/1252054
4069:
4052:
4047:
4043:
4020:
4007:
3972:
3968:
3945:
3941:
3930:
3926:
3917:
3915:
3910:
3909:
3905:
3894:
3890:
3885:Wayback Machine
3870:Wayback Machine
3858:
3854:
3845:
3843:
3834:
3833:
3829:
3819:
3817:
3816:. Brand Finance
3810:
3806:
3802:
3797:
3764:Return on brand
3718:Lifestyle brand
3691:Brand valuation
3670:Brand licensing
3664:Brand extension
3644:
3583:
3535:('double') and
3519:
3513:
3494:
3488:
3479:
3467:Nation branding
3464:
3458:
3441:
3433:
3428:
3422:
3417:
3411:
3378:
3370:Peter Morrissey
3307:
3301:
3289:
3268:
3262:
3242:
3190:Harley-Davidson
3083:
3027:
2975:
2969:
2949:
2943:
2941:Fighting brands
2934:Cannibalization
2883:
2863:
2779:
2777:Brand extension
2773:
2765:Porsche Carrera
2761:Porsche Boxster
2744:
2732:
2726:
2688:
2679:
2673:
2629:
2623:
2615:Bhopal disaster
2558:Cadbury Fingers
2524:
2519:
2513:
2496:
2479:
2470:
2446:
2437:
2431:
2428:
2421:needs expansion
2406:
2349:
2323:brand extension
2303:
2206:personification
2169:Hewlett-Packard
2165:founders' names
2068:
2052:brand valuation
2011:
2006:
1976:(SNSs) such as
1885:
1867:
1799:
1791:brand valuation
1767:(also known as
1761:
1722:
1700:(also known as
1686:(also known as
1668:(also known as
1656:(also known as
1642:Brand awareness
1639:
1637:Brand awareness
1633:
1631:Brand awareness
1617:target audience
1572:
1522:
1476:
1462:
1446:
1338:
1305:Campbell's soup
1213:Tate & Lyle
1164:merchant guilds
1118:
1043: 1100 BCE
1042:
890:
864:
852:Brand valuation
825:brand awareness
703:
603:Differentiation
585:Verbal Identity
570:Lifestyle brand
486:
457:
456:
437:Market research
432:
424:
423:
334:
326:
325:
311:Sales promotion
226:
218:
217:
113:Brand licensing
83:
31:
24:
17:
12:
11:
5:
8582:
8572:
8571:
8566:
8561:
8559:Graphic design
8556:
8551:
8546:
8541:
8524:
8523:
8521:
8520:
8515:
8510:
8505:
8500:
8495:
8490:
8485:
8484:
8483:
8473:
8467:
8465:
8461:
8460:
8458:
8457:
8452:
8447:
8446:
8445:
8435:
8430:
8425:
8420:
8414:
8412:
8406:
8405:
8403:
8402:
8397:
8392:
8390:Understatement
8387:
8382:
8377:
8372:
8367:
8362:
8357:
8352:
8346:
8344:
8338:
8337:
8335:
8334:
8329:
8324:
8319:
8314:
8309:
8304:
8299:
8294:
8288:
8286:
8280:
8279:
8277:
8276:
8271:
8266:
8261:
8256:
8254:Indoctrination
8251:
8246:
8241:
8239:Disinformation
8236:
8231:
8226:
8220:
8218:
8212:
8211:
8209:
8208:
8203:
8201:Smear campaign
8198:
8193:
8188:
8183:
8178:
8173:
8168:
8163:
8158:
8153:
8148:
8143:
8137:
8135:
8129:
8128:
8126:
8125:
8120:
8118:Sensationalism
8115:
8110:
8105:
8100:
8095:
8090:
8085:
8080:
8075:
8070:
8065:
8060:
8058:Agenda-setting
8054:
8052:
8046:
8045:
8043:
8042:
8037:
8032:
8027:
8022:
8017:
8012:
8006:
8004:
7998:
7997:
7995:
7994:
7989:
7984:
7979:
7974:
7969:
7964:
7959:
7954:
7949:
7944:
7939:
7934:
7932:False document
7929:
7924:
7923:
7922:
7912:
7907:
7902:
7896:
7894:
7888:
7887:
7885:
7884:
7879:
7874:
7869:
7864:
7859:
7854:
7849:
7844:
7839:
7837:Catch and kill
7834:
7829:
7824:
7818:
7816:
7814:
7813:
7808:
7802:
7799:
7798:
7796:
7795:
7790:
7785:
7780:
7775:
7770:
7765:
7760:
7755:
7750:
7745:
7740:
7734:
7732:
7726:
7725:
7723:
7722:
7717:
7712:
7707:
7702:
7697:
7692:
7687:
7682:
7677:
7672:
7670:Demonstrations
7667:
7662:
7657:
7655:Cancel culture
7652:
7647:
7642:
7637:
7636:
7635:
7624:
7622:
7616:
7615:
7613:
7612:
7607:
7602:
7597:
7592:
7587:
7582:
7577:
7572:
7567:
7562:
7556:
7554:
7550:
7549:
7542:
7541:
7534:
7527:
7519:
7512:
7511:
7481:
7451:
7422:
7412:on Sep 7, 2013
7406:DesignTAXI.com
7392:
7368:
7338:
7320:
7287:
7284:on 2017-06-25.
7263:
7239:
7212:
7194:
7176:
7159:
7152:
7130:
7112:
7110:, 2006. pg.216
7099:
7074:
7061:
7052:
7039:
7026:
7003:
6996:
6990:. p. 17.
6971:
6938:
6913:
6872:
6865:
6845:
6838:
6818:
6788:
6757:
6739:
6719:
6692:
6667:
6628:
6602:
6587:
6574:
6539:
6497:
6470:
6444:
6429:
6422:
6401:
6383:
6358:
6330:
6303:
6275:
6270:10.1086/296297
6246:
6214:
6197:Bloomberg News
6182:
6167:
6132:(2): 198–202.
6116:
6089:
6082:
6055:
6048:
6023:
6005:
5986:
5961:
5935:
5910:
5899:(4): 263–274.
5883:
5853:
5846:
5826:
5813:
5781:
5774:
5747:
5731:
5718:
5711:
5688:
5646:
5619:
5584:
5565:(3): 347–356.
5549:
5522:
5509:
5468:
5461:
5441:
5431:Brand identity
5427:brand identity
5413:
5390:
5383:
5346:
5333:
5326:
5306:
5293:
5269:
5256:
5237:
5217:
5210:
5184:
5177:
5157:
5144:
5127:
5114:
5101:
5088:
5075:
5063:
5045:
5020:
4994:
4972:
4941:
4928:
4911:
4899:The New Yorker
4895:"Famous Names"
4882:
4869:
4853:
4831:
4810:10.2307/504744
4804:(4): 557–566.
4785:
4757:
4744:
4715:
4690:
4677:
4668:
4633:
4610:
4601:
4568:
4555:
4542:
4529:
4494:
4481:
4462:
4449:
4436:
4423:
4410:
4372:
4359:10.1086/523676
4337:
4302:
4267:
4260:
4242:
4229:(3): 179–196.
4206:
4175:
4151:
4125:
4105:
4050:
4048:ranchhod, 2004
4041:
4005:
3966:
3955:. p. 84.
3953:Longacre Press
3939:
3924:
3903:
3900:. McGraw-Hill.
3888:
3852:
3827:
3803:
3801:
3798:
3796:
3795:
3789:
3786:Umbrella brand
3783:
3778:
3773:
3767:
3761:
3755:
3749:
3744:
3739:
3731:
3726:
3721:
3715:
3710:
3705:
3699:
3693:
3688:
3683:
3678:
3673:
3667:
3661:
3656:
3651:
3645:
3643:
3640:
3639:
3638:
3632:
3622:
3621:
3608:
3582:
3579:
3574:
3573:
3566:
3561:Parody of the
3559:
3515:Main article:
3512:
3509:
3501:counterfeiting
3490:Main article:
3487:
3484:
3478:
3475:
3471:place branding
3462:Place branding
3457:
3454:
3440:
3437:
3432:
3429:
3424:Main article:
3421:
3418:
3413:Main article:
3410:
3407:
3377:
3374:
3358:Dannii Minogue
3300:
3299:Private labels
3297:
3288:
3285:
3266:Derived demand
3261:
3260:Derived brands
3258:
3241:
3238:
3237:
3236:
3233:
3230:
3227:
3224:
3221:
3218:
3210:
3209:
3206:
3203:
3200:
3162:Diet Coca-Cola
3142:Howard Schultz
3082:
3079:
3026:
3023:
2971:Main article:
2968:
2965:
2945:Main article:
2942:
2939:
2882:
2879:
2862:
2859:
2799:Kimberly-Clark
2775:Main article:
2772:
2769:
2748:umbrella brand
2743:
2740:
2728:Main article:
2725:
2722:
2687:
2684:
2675:Main article:
2672:
2669:
2625:Main article:
2622:
2619:
2523:
2520:
2512:
2509:
2495:
2492:
2478:
2475:
2469:
2466:
2456:(developed by
2445:
2442:
2439:
2438:
2418:
2416:
2405:
2402:
2401:
2400:
2396:
2392:
2388:
2385:
2381:
2348:
2347:Brand identity
2345:
2309:chocolates by
2302:
2299:
2267:designer jeans
2255:
2254:
2230:
2218:
2202:
2188:
2162:
2152:
2136:
2122:
2119:Dunkin' Donuts
2115:Reese's Pieces
2102:
2088:
2067:
2064:
2044:Tony the Tiger
2010:
2007:
2005:
2002:
1966:business world
1943:
1942:
1939:
1935:
1932:
1928:
1917:
1916:
1913:
1910:
1907:
1904:
1866:
1863:
1854:
1853:
1846:
1839:
1838:is trademarked
1832:
1825:
1818:
1815:
1812:
1809:
1806:
1798:
1797:Brand elements
1795:
1787:value creation
1760:
1757:
1721:
1718:
1717:
1716:
1705:
1695:
1681:
1658:unaided recall
1635:Main article:
1632:
1629:
1571:
1568:
1543:
1542:
1539:
1536:
1533:
1521:
1518:
1493:contour bottle
1466:Product naming
1461:
1458:
1445:
1442:
1348:publications,
1321:Ben's Original
1136:
1135:
1132:
1129:
1126:
1114:) in Pompeii,
1081:titulus pictus
1061:printing plate
1009:Hadrian's Wall
988:ancient Greece
931:cylinder seals
889:
886:
872:Middle English
863:
860:
856:monetary value
813:product design
705:
704:
702:
701:
694:
687:
679:
676:
675:
674:
673:
668:
663:
658:
653:
648:
640:
639:
633:
632:
631:
630:
625:
620:
615:
610:
605:
597:
596:
590:
589:
588:
587:
582:
577:
572:
567:
562:
557:
552:
547:
539:
538:
532:
531:
530:
529:
524:
522:Implementation
519:
514:
506:
505:
499:
498:
488:
487:
485:
484:
477:
470:
462:
459:
458:
455:
454:
449:
444:
439:
433:
430:
429:
426:
425:
422:
421:
416:
411:
406:
401:
396:
391:
386:
381:
376:
371:
366:
361:
356:
354:Drip marketing
351:
346:
341:
335:
332:
331:
328:
327:
324:
323:
318:
313:
308:
303:
298:
293:
288:
283:
278:
273:
268:
263:
258:
253:
248:
243:
238:
233:
227:
224:
223:
220:
219:
216:
215:
210:
205:
200:
195:
190:
185:
180:
175:
170:
165:
160:
155:
150:
145:
140:
135:
130:
128:Communications
125:
120:
115:
110:
105:
100:
95:
90:
84:
81:
80:
77:
76:
75:
74:
66:
65:
15:
9:
6:
4:
3:
2:
8581:
8570:
8567:
8565:
8562:
8560:
8557:
8555:
8552:
8550:
8547:
8545:
8542:
8540:
8537:
8536:
8534:
8519:
8516:
8514:
8511:
8509:
8506:
8504:
8501:
8499:
8498:Media ecology
8496:
8494:
8491:
8489:
8486:
8482:
8481:United States
8479:
8478:
8477:
8474:
8472:
8469:
8468:
8466:
8462:
8456:
8455:Telemarketing
8453:
8451:
8448:
8444:
8441:
8440:
8439:
8436:
8434:
8431:
8429:
8426:
8424:
8421:
8419:
8416:
8415:
8413:
8411:
8407:
8401:
8398:
8396:
8393:
8391:
8388:
8386:
8383:
8381:
8378:
8376:
8373:
8371:
8368:
8366:
8363:
8361:
8358:
8356:
8353:
8351:
8348:
8347:
8345:
8343:
8339:
8333:
8330:
8328:
8325:
8323:
8320:
8318:
8315:
8313:
8310:
8308:
8305:
8303:
8300:
8298:
8295:
8293:
8290:
8289:
8287:
8285:
8281:
8275:
8272:
8270:
8267:
8265:
8262:
8260:
8257:
8255:
8252:
8250:
8247:
8245:
8244:Fearmongering
8242:
8240:
8237:
8235:
8232:
8230:
8227:
8225:
8222:
8221:
8219:
8217:
8213:
8207:
8204:
8202:
8199:
8197:
8194:
8192:
8189:
8187:
8184:
8182:
8179:
8177:
8174:
8172:
8169:
8167:
8164:
8162:
8159:
8157:
8154:
8152:
8149:
8147:
8144:
8142:
8139:
8138:
8136:
8134:
8130:
8124:
8121:
8119:
8116:
8114:
8111:
8109:
8106:
8104:
8101:
8099:
8096:
8094:
8091:
8089:
8086:
8084:
8083:False balance
8081:
8079:
8076:
8074:
8071:
8069:
8066:
8064:
8061:
8059:
8056:
8055:
8053:
8051:
8047:
8041:
8040:Word of mouth
8038:
8036:
8033:
8031:
8028:
8026:
8023:
8021:
8018:
8016:
8013:
8011:
8008:
8007:
8005:
8003:
7999:
7993:
7990:
7988:
7985:
7983:
7980:
7978:
7975:
7973:
7970:
7968:
7965:
7963:
7960:
7958:
7955:
7953:
7950:
7948:
7945:
7943:
7940:
7938:
7935:
7933:
7930:
7928:
7925:
7921:
7918:
7917:
7916:
7913:
7911:
7908:
7906:
7903:
7901:
7898:
7897:
7895:
7893:
7889:
7883:
7880:
7878:
7875:
7873:
7870:
7868:
7865:
7863:
7860:
7858:
7855:
7853:
7850:
7848:
7845:
7843:
7840:
7838:
7835:
7833:
7830:
7828:
7827:Broadcast law
7825:
7823:
7820:
7819:
7817:
7812:
7809:
7807:
7804:
7803:
7800:
7794:
7791:
7789:
7786:
7784:
7781:
7779:
7776:
7774:
7771:
7769:
7766:
7764:
7761:
7759:
7756:
7754:
7751:
7749:
7746:
7744:
7741:
7739:
7736:
7735:
7733:
7731:
7727:
7721:
7718:
7716:
7713:
7711:
7708:
7706:
7703:
7701:
7698:
7696:
7693:
7691:
7688:
7686:
7683:
7681:
7678:
7676:
7675:Deplatforming
7673:
7671:
7668:
7666:
7663:
7661:
7658:
7656:
7653:
7651:
7648:
7646:
7643:
7641:
7638:
7634:
7631:
7630:
7629:
7626:
7625:
7623:
7621:
7617:
7611:
7608:
7606:
7603:
7601:
7598:
7596:
7593:
7591:
7588:
7586:
7583:
7581:
7580:False balance
7578:
7576:
7573:
7571:
7568:
7566:
7563:
7561:
7558:
7557:
7555:
7551:
7547:
7540:
7535:
7533:
7528:
7526:
7521:
7520:
7517:
7499:
7495:
7491:
7485:
7469:
7465:
7461:
7455:
7441:on 2016-03-19
7440:
7436:
7432:
7426:
7411:
7407:
7403:
7396:
7382:
7378:
7372:
7364:
7360:
7356:
7352:
7345:
7343:
7334:
7330:
7324:
7310:
7306:
7302:
7298:
7291:
7280:
7273:
7267:
7253:
7249:
7243:
7228:
7227:
7222:
7216:
7208:
7204:
7198:
7190:
7186:
7180:
7173:
7172:
7168:
7163:
7155:
7149:
7145:
7141:
7134:
7126:
7122:
7116:
7109:
7103:
7089:on 2013-03-09
7088:
7084:
7078:
7071:
7065:
7056:
7049:
7043:
7036:
7030:
7022:
7018:
7014:
7007:
6999:
6993:
6989:
6985:
6978:
6976:
6961:
6957:
6953:
6949:
6942:
6928:
6924:
6917:
6909:
6905:
6900:
6895:
6891:
6887:
6883:
6876:
6868:
6862:
6858:
6857:
6849:
6841:
6835:
6832:. Routledge.
6831:
6830:
6822:
6815:
6803:. Boing Boing
6802:
6798:
6792:
6785:
6772:
6768:
6761:
6754:
6742:
6736:
6732:
6731:
6723:
6707:
6703:
6696:
6685:
6678:
6671:
6663:
6659:
6655:
6651:
6647:
6643:
6639:
6632:
6617:
6613:
6606:
6598:
6591:
6584:
6578:
6570:
6566:
6562:
6558:
6554:
6550:
6543:
6535:
6531:
6527:
6523:
6519:
6515:
6508:
6501:
6493:
6489:
6485:
6481:
6474:
6466:
6462:
6455:
6448:
6440:
6433:
6425:
6419:
6415:
6408:
6406:
6397:
6393:
6387:
6373:on 2009-08-22
6372:
6368:
6362:
6346:
6345:
6344:The Economist
6340:
6334:
6326:
6322:
6318:
6314:
6307:
6291:
6290:
6289:The Economist
6285:
6279:
6271:
6267:
6263:
6259:
6258:
6250:
6242:
6238:
6234:
6230:
6229:
6221:
6219:
6203:
6199:
6198:
6193:
6186:
6178:
6171:
6163:
6159:
6155:
6151:
6147:
6143:
6139:
6135:
6131:
6127:
6120:
6112:
6108:
6104:
6100:
6093:
6085:
6079:
6075:
6071:
6064:
6062:
6060:
6051:
6045:
6041:
6037:
6030:
6028:
6019:
6012:
6010:
6001:
5997:
5990:
5982:
5978:
5973:
5965:
5951:on 2013-05-20
5950:
5946:
5939:
5924:
5920:
5914:
5906:
5902:
5898:
5894:
5887:
5879:
5875:
5871:
5867:
5860:
5858:
5849:
5843:
5839:
5838:
5830:
5823:
5817:
5809:
5805:
5801:
5797:
5790:
5788:
5786:
5777:
5775:0-17-012008-2
5771:
5767:
5760:
5758:
5756:
5754:
5752:
5745:26 July 2011.
5744:
5742:
5735:
5728:
5722:
5714:
5708:
5704:
5703:
5695:
5693:
5684:
5680:
5676:
5672:
5668:
5664:
5660:
5653:
5651:
5642:
5638:
5634:
5630:
5623:
5615:
5611:
5607:
5603:
5599:
5595:
5588:
5580:
5576:
5572:
5568:
5564:
5560:
5553:
5545:
5541:
5537:
5533:
5526:
5519:
5513:
5505:
5501:
5497:
5493:
5489:
5485:
5477:
5475:
5473:
5464:
5458:
5454:
5453:
5445:
5438:
5436:
5432:
5428:
5416:
5410:
5406:
5402:
5394:
5386:
5380:
5376:
5369:
5367:
5365:
5363:
5361:
5359:
5357:
5355:
5353:
5351:
5343:
5337:
5329:
5323:
5319:
5318:
5310:
5303:
5297:
5290:
5286:
5280:
5278:
5276:
5274:
5266:
5260:
5254:
5250:
5247:
5241:
5235:
5234:0-7924-5451-0
5231:
5227:
5221:
5213:
5207:
5203:
5202:
5197:
5191:
5189:
5180:
5174:
5170:
5169:
5161:
5154:
5148:
5141:
5137:
5131:
5124:
5118:
5111:
5105:
5098:
5092:
5085:
5079:
5072:
5067:
5059:
5055:
5054:Standage, Tom
5049:
5034:
5030:
5024:
5009:
5005:
4998:
4982:
4976:
4962:on 2018-07-28
4958:
4951:
4945:
4938:
4932:
4924:
4923:
4915:
4900:
4896:
4892:
4886:
4879:
4876:Martino, T.,
4873:
4866:
4856:
4850:
4846:
4842:
4835:
4827:
4823:
4819:
4815:
4811:
4807:
4803:
4799:
4792:
4790:
4774:
4773:
4768:
4761:
4754:
4748:
4733:
4729:
4725:
4719:
4712:
4708:
4704:
4700:
4694:
4687:
4681:
4672:
4664:
4660:
4656:
4652:
4648:
4644:
4637:
4629:
4625:
4621:
4614:
4605:
4591:on 2016-12-13
4590:
4586:
4583:
4579:
4572:
4565:
4559:
4552:
4546:
4539:
4536:Wilmott, T.,
4533:
4525:
4521:
4517:
4513:
4509:
4505:
4498:
4491:
4485:
4477:
4473:
4466:
4459:
4453:
4446:
4440:
4433:
4427:
4420:
4414:
4406:
4402:
4398:
4394:
4390:
4386:
4379:
4377:
4368:
4364:
4360:
4356:
4352:
4348:
4341:
4333:
4329:
4325:
4321:
4317:
4313:
4306:
4298:
4294:
4290:
4286:
4282:
4278:
4271:
4263:
4257:
4253:
4246:
4237:
4232:
4228:
4224:
4220:
4213:
4211:
4202:
4198:
4191:
4184:
4182:
4180:
4171:
4167:
4166:
4161:
4155:
4141:
4140:
4135:
4129:
4121:
4120:
4112:
4110:
4101:
4097:
4093:
4089:
4085:
4081:
4077:
4073:
4067:
4065:
4063:
4061:
4059:
4057:
4055:
4045:
4037:
4033:
4029:
4025:
4018:
4016:
4014:
4012:
4010:
4001:
3997:
3993:
3989:
3985:
3981:
3977:
3970:
3962:
3958:
3954:
3950:
3943:
3935:
3928:
3914:. 24 May 2018
3913:
3907:
3899:
3892:
3886:
3882:
3879:
3875:
3871:
3867:
3864:
3861:
3856:
3842:on 2019-09-24
3841:
3837:
3831:
3815:
3808:
3804:
3793:
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3782:
3779:
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3771:
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3706:
3703:
3700:
3697:
3694:
3692:
3689:
3687:
3684:
3682:
3679:
3677:
3676:Brand loyalty
3674:
3671:
3668:
3665:
3662:
3660:
3657:
3655:
3652:
3650:
3647:
3646:
3636:
3635:ISO/AWI 24051
3633:
3630:
3629:ISO/AWI 23353
3627:
3626:
3625:
3619:
3616:
3614:
3609:
3606:
3603:
3601:
3596:
3595:
3594:
3592:
3588:
3578:
3571:
3570:FUH2 campaign
3567:
3564:
3560:
3557:
3554:
3553:
3552:
3549:
3545:
3542:
3539:
3533:
3527:
3524:
3518:
3508:
3506:
3502:
3498:
3493:
3483:
3474:
3472:
3468:
3463:
3453:
3451:
3447:
3436:
3427:
3416:
3406:
3403:
3399:
3395:
3391:
3387:
3383:
3373:
3371:
3367:
3363:
3359:
3355:
3351:
3347:
3343:
3338:
3334:
3333:
3329:
3327:
3323:
3319:
3315:
3311:
3310:Private label
3306:
3305:Private label
3296:
3294:
3284:
3282:
3278:
3274:
3267:
3257:
3255:
3251:
3247:
3246:generic brand
3234:
3231:
3228:
3225:
3222:
3219:
3216:
3215:
3214:
3207:
3204:
3201:
3198:
3197:
3196:
3193:
3191:
3187:
3183:
3174:
3170:
3166:
3163:
3159:
3154:
3149:
3147:
3143:
3136:
3134:
3130:
3126:
3122:
3118:
3117:
3112:
3108:
3104:
3103:The Body Shop
3100:
3096:
3092:
3088:
3078:
3076:
3072:
3068:
3064:
3060:
3056:
3052:
3048:
3044:
3040:
3036:
3032:
3022:
3020:
3016:
3012:
3008:
3004:
3000:
2996:
2992:
2988:
2984:
2979:
2974:
2964:
2962:
2958:
2954:
2948:
2947:Fighter brand
2938:
2935:
2931:
2929:
2923:
2921:
2917:
2913:
2909:
2905:
2901:
2897:
2893:
2889:
2878:
2876:
2872:
2871:Louis Vuitton
2868:
2858:
2855:
2853:
2849:
2845:
2841:
2837:
2832:
2829:
2825:
2821:
2817:
2813:
2808:
2804:
2800:
2796:
2792:
2788:
2784:
2778:
2768:
2766:
2762:
2758:
2754:
2749:
2739:
2737:
2731:
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2718:
2714:
2710:
2706:
2702:
2698:
2694:
2683:
2678:
2668:
2666:
2662:
2658:
2654:
2650:
2646:
2642:
2638:
2634:
2628:
2618:
2616:
2612:
2608:
2604:
2603:Werner Erhard
2600:
2596:
2595:
2590:
2586:
2582:
2578:
2574:
2570:
2566:
2561:
2559:
2555:
2554:Cadbury Flake
2551:
2548:
2544:
2540:
2539:Mercedes-Benz
2535:
2533:
2532:product names
2529:
2518:
2508:
2504:
2500:
2491:
2487:
2484:
2474:
2465:
2459:
2455:
2450:
2435:
2432:February 2023
2426:
2422:
2419:This section
2417:
2414:
2410:
2409:
2397:
2393:
2389:
2386:
2382:
2379:
2378:
2377:
2369:
2365:
2361:
2357:
2354:
2344:
2342:
2338:
2334:
2330:
2326:
2324:
2320:
2316:
2312:
2308:
2298:
2296:
2292:
2288:
2284:
2280:
2276:
2272:
2268:
2264:
2260:
2252:
2248:
2244:
2240:
2236:
2235:
2231:
2228:
2224:
2223:
2219:
2216:
2215:Betty Crocker
2212:
2208:
2207:
2203:
2200:
2196:
2192:
2189:
2186:
2182:
2178:
2174:
2170:
2166:
2163:
2160:
2156:
2153:
2150:
2146:
2142:
2141:
2137:
2134:
2130:
2126:
2123:
2120:
2116:
2112:
2111:
2107:
2103:
2100:
2096:
2092:
2089:
2086:
2082:
2078:
2077:
2073:
2072:
2071:
2063:
2061:
2057:
2053:
2049:
2045:
2041:
2037:
2033:
2029:
2025:
2015:
2001:
1997:
1993:
1989:
1985:
1983:
1979:
1975:
1971:
1967:
1962:
1960:
1956:
1952:
1947:
1940:
1936:
1933:
1929:
1926:
1925:
1924:
1921:
1914:
1911:
1908:
1905:
1902:
1901:
1900:
1898:
1894:
1890:
1884:
1880:
1876:
1872:
1858:
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1847:
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1833:
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1826:
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1766:
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1714:
1709:
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1613:
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1607:
1603:
1599:
1593:
1591:
1587:
1586:
1579:
1576:
1567:
1565:
1561:
1557:
1553:
1548:
1540:
1537:
1534:
1531:
1530:
1529:
1526:
1517:
1515:
1511:
1506:
1498:
1494:
1490:
1486:
1485:
1480:
1475:
1471:
1467:
1457:
1455:
1452:
1441:
1439:
1437:
1433:
1429:
1425:
1419:
1417:
1416:
1411:
1407:
1404:and in early
1403:
1399:
1395:
1391:
1387:
1383:
1378:
1376:
1372:
1368:
1364:
1360:
1355:
1351:
1347:
1332:
1328:
1326:
1322:
1318:
1314:
1310:
1306:
1302:
1298:
1293:
1291:
1287:
1283:
1279:
1274:
1269:
1267:
1263:
1259:
1255:
1251:
1247:
1239:
1238:
1233:
1228:
1224:
1222:
1218:
1214:
1210:
1209:
1204:
1200:
1192:
1188:
1184:
1182:
1178:
1174:
1170:
1165:
1161:
1157:
1153:
1144:
1140:
1133:
1130:
1127:
1124:
1123:
1122:
1113:
1105:
1100:
1096:
1094:
1090:
1086:
1082:
1078:
1069:
1065:
1062:
1058:
1054:
1053:
1048:
1037:
1029:
1024:
1020:
1018:
1014:
1010:
1006:
1002:
998:
993:
989:
985:
981:
972:
968:
966:
962:
957:
953:
949:
948:David Wengrow
944:
939:
936:
932:
928:
924:
920:
915:
911:
903:
899:
894:
885:
883:
880:
876:
873:
869:
859:
857:
853:
849:
844:
840:
838:
834:
830:
829:brand loyalty
826:
822:
818:
814:
810:
806:
802:
797:
795:
791:
787:
783:
779:
775:
771:
767:
763:
759:
758:branding iron
755:
751:
747:
742:
740:
736:
732:
728:
724:
720:
716:
712:
700:
695:
693:
688:
686:
681:
680:
678:
677:
672:
669:
667:
664:
662:
659:
657:
654:
652:
649:
647:
644:
643:
642:
641:
638:
635:
634:
629:
626:
624:
621:
619:
616:
614:
611:
609:
606:
604:
601:
600:
599:
598:
595:
592:
591:
586:
583:
581:
578:
576:
573:
571:
568:
566:
563:
561:
558:
556:
553:
551:
548:
546:
543:
542:
541:
540:
537:
534:
533:
528:
525:
523:
520:
518:
515:
513:
510:
509:
508:
507:
504:
501:
500:
497:
494:
493:
483:
478:
476:
471:
469:
464:
463:
461:
460:
453:
450:
448:
445:
443:
440:
438:
435:
434:
428:
427:
420:
419:Word-of-mouth
417:
415:
412:
410:
407:
405:
402:
400:
397:
395:
392:
390:
389:Point of sale
387:
385:
382:
380:
377:
375:
372:
370:
367:
365:
362:
360:
357:
355:
352:
350:
347:
345:
342:
340:
337:
336:
330:
329:
322:
319:
317:
314:
312:
309:
307:
304:
302:
299:
297:
294:
292:
289:
287:
284:
282:
279:
277:
274:
272:
269:
267:
264:
262:
259:
257:
254:
252:
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244:
242:
239:
237:
234:
232:
229:
228:
222:
221:
214:
211:
209:
206:
204:
201:
199:
196:
194:
191:
189:
186:
184:
181:
179:
176:
174:
171:
169:
166:
164:
161:
159:
156:
154:
151:
149:
148:Effectiveness
146:
144:
141:
139:
136:
134:
131:
129:
126:
124:
121:
119:
116:
114:
111:
109:
106:
104:
101:
99:
96:
94:
91:
89:
86:
85:
79:
78:
73:
70:
69:
68:
67:
64:
61:
60:
54:
51:
46:
39:
35:
29:
22:
8503:Media ethics
8423:Door-to-door
8418:Cold calling
8395:Weasel words
8302:Fifth column
8196:Push polling
8146:Astroturfing
8108:Pseudo-event
8088:Infotainment
8063:Broadcasting
8009:
7982:Urban legend
7905:April Fools'
7778:Testimonials
7748:Infomercials
7575:Dumbing down
7502:. Retrieved
7493:
7484:
7472:. Retrieved
7463:
7454:
7443:. Retrieved
7439:the original
7434:
7425:
7414:. Retrieved
7410:the original
7405:
7395:
7384:. Retrieved
7381:joechemo.org
7380:
7371:
7354:
7350:
7333:the original
7323:
7312:. Retrieved
7300:
7290:
7279:the original
7266:
7255:. Retrieved
7251:
7242:
7231:. Retrieved
7229:. 2014-12-16
7224:
7215:
7207:the original
7197:
7189:the original
7179:
7169:
7162:
7139:
7133:
7125:the original
7115:
7107:
7102:
7091:. Retrieved
7087:the original
7077:
7064:
7055:
7042:
7029:
7020:
7016:
7006:
6983:
6963:. Retrieved
6951:
6941:
6930:. Retrieved
6926:
6916:
6889:
6885:
6875:
6855:
6848:
6828:
6821:
6812:
6805:. Retrieved
6797:Jardin, Xeni
6791:
6782:
6775:. Retrieved
6770:
6760:
6751:
6744:. Retrieved
6729:
6722:
6710:. Retrieved
6706:the original
6700:Roy, Nisha.
6695:
6670:
6641:
6637:
6631:
6619:. Retrieved
6615:
6605:
6596:
6590:
6577:
6552:
6548:
6542:
6520:(1): 33–58.
6517:
6513:
6500:
6483:
6479:
6473:
6464:
6460:
6447:
6438:
6432:
6413:
6395:
6386:
6375:. Retrieved
6371:the original
6361:
6349:. Retrieved
6342:
6333:
6316:
6312:
6306:
6294:. Retrieved
6287:
6278:
6261:
6255:
6249:
6232:
6226:
6195:
6185:
6179:(37): 18–25.
6176:
6170:
6129:
6125:
6119:
6102:
6098:
6092:
6069:
6035:
6017:
6002:(2): 153–78.
5999:
5995:
5989:
5976:
5964:
5953:. Retrieved
5949:the original
5938:
5927:. Retrieved
5913:
5896:
5892:
5886:
5869:
5865:
5836:
5829:
5821:
5816:
5799:
5795:
5765:
5740:
5734:
5726:
5721:
5701:
5669:(3): 52–68.
5666:
5662:
5632:
5628:
5622:
5600:(1): 45–57.
5597:
5593:
5587:
5562:
5558:
5552:
5535:
5531:
5525:
5517:
5512:
5487:
5483:
5451:
5444:
5434:
5430:
5426:
5424:
5418:. Retrieved
5404:
5393:
5374:
5341:
5336:
5320:. Springer.
5316:
5309:
5301:
5296:
5288:
5284:
5264:
5259:
5240:
5225:
5220:
5200:
5196:Klein, Naomi
5167:
5160:
5152:
5147:
5139:
5135:
5130:
5122:
5117:
5109:
5104:
5096:
5091:
5083:
5078:
5066:
5057:
5048:
5036:. Retrieved
5032:
5023:
5011:. Retrieved
5007:
4997:
4985:. Retrieved
4983:. Ipo.gov.uk
4975:
4964:. Retrieved
4957:the original
4944:
4936:
4935:Dodd, E. C.
4931:
4921:
4914:
4902:. Retrieved
4898:
4885:
4877:
4872:
4864:
4858:. Retrieved
4844:
4834:
4801:
4797:
4776:. Retrieved
4770:
4760:
4752:
4747:
4736:. Retrieved
4727:
4718:
4710:
4707:the original
4702:
4693:
4685:
4680:
4671:
4646:
4642:
4636:
4627:
4623:
4613:
4604:
4593:. Retrieved
4589:the original
4571:
4563:
4558:
4550:
4545:
4537:
4532:
4507:
4503:
4497:
4489:
4484:
4475:
4471:
4465:
4457:
4452:
4444:
4439:
4431:
4426:
4418:
4413:
4388:
4384:
4350:
4346:
4340:
4315:
4311:
4305:
4280:
4276:
4270:
4251:
4245:
4226:
4222:
4200:
4196:
4163:
4154:
4143:. Retrieved
4137:
4128:
4117:
4079:
4075:
4044:
4027:
4023:
3983:
3979:
3969:
3948:
3942:
3933:
3927:
3916:. Retrieved
3906:
3897:
3891:
3855:
3844:. Retrieved
3840:the original
3830:
3818:. Retrieved
3807:
3758:Record label
3733:
3696:Green brands
3623:
3617:
3610:
3604:
3597:
3584:
3575:
3569:
3562:
3555:
3550:
3546:
3543:
3541:('walker').
3528:
3526:activities.
3523:doppelgänger
3520:
3495:
3480:
3465:
3442:
3434:
3379:
3339:
3335:
3331:
3330:
3318:store brands
3308:
3292:
3290:
3281:Intel Inside
3269:
3243:
3211:
3194:
3178:
3138:
3114:
3084:
3028:
2980:
2976:
2950:
2932:
2924:
2884:
2864:
2856:
2833:
2780:
2745:
2733:
2689:
2680:
2630:
2592:
2562:
2560:in the UK).
2536:
2525:
2522:Company name
2505:
2501:
2497:
2488:
2480:
2477:Brand parity
2471:
2463:
2429:
2425:adding to it
2420:
2375:
2362:
2358:
2352:
2350:
2327:
2304:
2275:colloquially
2256:
2232:
2220:
2204:
2190:
2164:
2155:foreign word
2154:
2138:
2124:
2106:alliteration
2104:
2090:
2074:
2069:
2020:
1998:
1994:
1990:
1986:
1963:
1954:
1948:
1944:
1922:
1918:
1897:stakeholders
1886:
1836:Chanel No. 5
1800:
1781:
1772:
1768:
1765:brand recall
1764:
1762:
1759:Brand recall
1741:
1733:
1728:
1724:
1723:
1707:
1701:
1697:
1691:
1687:
1684:Brand recall
1683:
1677:
1669:
1665:
1661:
1657:
1654:brand recall
1653:
1651:
1647:
1640:
1621:
1614:
1594:
1589:
1583:
1580:
1574:
1573:
1563:
1555:
1551:
1546:
1544:
1527:
1523:
1513:
1509:
1504:
1502:
1482:
1447:
1440:
1420:
1413:
1379:
1363:brand equity
1343:
1294:
1289:
1285:
1270:
1243:
1235:
1232:Golden Syrup
1221:Twinings tea
1206:
1199:Bass Brewery
1196:
1191:Bass Brewery
1173:Blind stamps
1152:Roman Empire
1149:
1137:
1119: 35 CE
1109:
1077:ancient Rome
1074:
1057:White Rabbit
1056:
1050:
1047:chyawanprash
1036:Vedic period
1033:
1028:White Rabbit
1027:
984:Roman Empire
977:
961:proto-brands
960:
940:
907:
881:
874:
867:
865:
858:to a brand.
843:Brand equity
841:
798:
743:
739:store brands
730:
727:shareholders
710:
708:
637:Architecture
618:Relationship
240:
163:Segmentation
88:Distribution
82:Key concepts
8375:Sound bites
8355:Doublespeak
8206:Wedge issue
8166:Dog whistle
8141:Advertising
7967:Lying press
7952:Gaslighting
7730:Advertising
7705:Occupations
7595:Obfuscation
7585:Half-truths
6892:(7): 1–21.
6621:February 9,
6467:(1): 26–28.
6351:February 5,
6296:February 1,
6207:February 6,
5768:. Thomson.
5635:(8): 1179.
5435:brand image
5038:13 February
5013:27 November
4987:24 February
4751:Beard, M.,
4510:: 102–103.
4203:(1): 75–87.
3548:criticism.
3405:variables.
3346:David Jones
3121:Naomi Klein
3087:consumption
2973:Store brand
2867:co-branding
2848:Cherry Coke
2812:Caterpillar
2787:accessories
2742:Subbranding
2468:Brand trust
2404:Brand image
2311:Ferrero SpA
2259:pop culture
2234:portmanteau
2149:Häagen-Dazs
2095:Whole Foods
2091:descriptive
2036:Mr. Whipple
1951:touch point
1903:Advertising
1850:Lamborghini
1848:movements:
1777:touchpoints
1678:Top-of-Mind
1598:marketplace
1590:brand image
1564:personality
1541:personality
1497:trademarked
1410:radio drama
1367:Naomi Klein
1359:brand value
1346:trade press
1339: 1900
1317:Aunt Jemima
1313:Juicy Fruit
1301:Pears' soap
1282:personality
1211:recognizes
1156:Middle Ages
1089:Herculaneum
1087:, found at
923:Qin dynasty
879:Old English
731:Brand names
723:advertising
594:Positioning
256:Franchising
231:Advertising
198:Attribution
123:Co-creation
8533:Categories
8476:Media bias
8332:Subversion
8297:False flag
8274:Techniques
8216:Propaganda
8176:Lawn signs
8156:Canvassing
8050:News media
7806:Censorship
7738:Billboards
7690:Hacktivism
7680:Grassroots
7605:Persuasion
7445:2015-09-10
7416:2015-09-10
7386:2015-09-10
7314:2024-01-11
7257:2017-06-07
7233:2015-02-01
7144:Kogan Page
7108:Kogan Page
7093:2013-04-29
6988:Kogan Page
6965:2024-01-11
6932:2023-10-28
6377:2013-04-29
6284:"Branding"
6264:(3): 279.
6205:Retrieved
6105:(5): 592.
5955:2013-04-29
5929:2013-04-29
5802:(4): 263.
5538:(2): 114.
5420:2016-08-16
5121:Haig, M.,
4966:2017-12-31
4860:2018-07-08
4738:2017-09-05
4649:(3): 210.
4595:2017-09-05
4391:(4): 419.
4318:: 98–108.
4145:2023-10-04
3961:B000YGPD0C
3918:2020-04-30
3863:Dictionary
3846:2019-09-24
3800:References
3776:Trade name
3752:Rebranding
3708:Legal name
3591:ISO/TC 289
3362:Alex Perry
3314:own brands
3007:RadioShack
2983:Woolworths
2791:home decor
2645:Beiersdorf
2594:60 Minutes
2550:Dairy Milk
2301:Brand line
2295:synonymous
2271:brandnomer
2263:table salt
2140:neologisms
2099:Toys R' Us
2076:initialism
2009:Brand name
1560:just do it
1547:attributes
1545:A brand's
1532:attributes
1505:identifies
1415:soap opera
1382:mass media
1373:purchased
1169:watermarks
821:trademarks
774:fish sauce
671:Brand Book
656:Individual
555:Engagement
545:Ambassador
527:Rebranding
414:Web banner
301:Propaganda
108:Activation
72:Management
38:Apple Inc.
8438:Promotion
8317:Political
8224:Bandwagon
8151:Attack ad
8030:Publicity
8002:Marketing
7915:Fake news
7877:Religious
7872:Political
7852:Euphemism
7847:Cover-ups
7842:Corporate
7710:Petitions
7600:Orwellian
7570:Deception
7504:27 August
7474:27 August
7357:: 50–64.
7309:0099-9660
6960:0017-8012
6908:0265-1335
6771:InfoWorld
6712:April 29,
6662:167319134
6648:: 55–68.
6616:Instapage
6555:(4): 28.
6534:167991246
6486:: 55–60.
6235:: 25–34.
6146:0959-4388
5683:220606294
5504:167332819
5490:(4): 69.
5397:Compare:
4904:9 October
4826:193011398
4663:154558621
4549:Fox, A.,
4524:162223277
4478:(3): 187.
4472:Marketing
4405:130123204
4367:145736919
4332:154514559
4297:154514559
4223:Marketing
4116:"brand".
4000:0307-5133
3820:18 August
3747:Promotion
3613:ISO 20671
3600:ISO 10668
3556:Joe Chemo
3446:Coca-Cola
3158:Coca-Cola
3146:Starbucks
3099:Starbucks
3091:Marketing
3059:Microsoft
3043:Del Monte
3039:Whirlpool
2916:Kellogg's
2908:Coca-Cola
2844:Diet Coke
2842:launched
2840:Coca-Cola
2693:Microsoft
2569:Burroughs
2483:Cranfield
2454:Mobil Oil
2315:Coca-Cola
2239:Microsoft
2199:Fuji Film
2191:geography
2125:evocative
2060:trademark
2054:or using
2024:trademark
1970:consumers
1938:process".
1514:Coca-Cola
1510:trademark
1484:Coca-Cola
1470:Trademark
1386:companies
1325:Kellogg's
1323:rice and
1309:Coca-Cola
1290:the brand
1258:factories
1203:trademark
1177:hallmarks
1017:Byzantine
1013:hallmarks
866:The word
862:Etymology
809:customers
801:marketing
782:financial
770:cosmetics
719:marketing
651:Corporate
623:Valuation
580:Tribalism
550:Community
512:Extension
374:New media
306:Publicity
158:Promotion
143:Dominance
63:Marketing
50:Coca-Cola
8385:Transfer
8327:Sedition
8191:Negative
8103:Newspeak
8093:Managing
8035:Research
8010:Branding
7962:Literary
7927:Fakelore
7920:websites
7910:Deepfake
7867:Internet
7758:Modeling
7715:Protests
7695:Internet
7628:Advocacy
7620:Activism
7498:Archived
7468:Archived
7435:fuh2.com
7252:ssir.org
6684:Archived
6319:: 7–17.
6162:13888599
6154:15082325
5981:Archived
5923:Archived
5872:: 5–15.
5455:. SAGE.
5249:Archived
5198:(1999).
5056:(2005).
5033:Twinings
5008:BBC News
4778:26 March
4732:Archived
4730:. 2008.
4488:Fox, A.
4353:: 7–34.
4086:: 1–22.
3881:Archived
3866:Archived
3738:- a book
3642:See also
3252:company
3250:Japanese
3063:Gillette
3051:Michelin
2928:Unilever
2816:Michelin
2753:Gatorade
2649:Unilever
2637:Kool-Aid
2633:Seven-Up
2617:of 1984
2391:profile.
2279:Band-Aid
2251:Vodafone
2247:Evernote
1841:tastes:
1552:benefits
1550:through
1535:benefits
1491:and the
1444:Concepts
1428:Chrysler
1286:branding
1278:identity
1160:heraldry
992:Sophilos
943:amphorae
898:amphorae
715:business
666:Umbrella
661:Personal
565:Language
560:Identity
503:Strategy
431:Research
286:Premiums
241:Branding
168:Strategy
53:wordmark
8464:Related
8443:Spaving
8428:Pricing
8370:Slogans
8312:Lawfare
8249:Framing
8229:Big lie
8020:Product
8015:Loyalty
7947:Forgery
7892:Hoaxing
7773:Slogans
7753:Mobiles
7645:Boycott
7553:Context
6569:1251914
5614:3151914
5579:3151897
5201:No Logo
4703:2qk.net
4283:: 107.
4160:"brand"
4134:"brand"
4100:1252054
3770:Terroir
3735:No Logo
3615::2019'
3602::2010'
3324:in the
3169:English
3116:No Logo
3107:Safeway
3035:Walmart
3003:Walmart
2995:Rayovac
2957:Jetstar
2875:Supreme
2807:Huggies
2795:luggage
2783:fashion
2757:Porsche
2697:Samsung
2609:became
2547:Cadbury
2399:theirs.
2372:theirs.
2287:Kleenex
2243:Comcast
2040:Charmin
1978:Twitter
1715:or USP.
1625:generic
1398:jingles
1394:mascots
1390:Slogans
986:and in
888:History
805:company
786:medical
735:generic
575:Loyalty
536:Culture
103:Service
93:Pricing
8544:Brands
8068:Circus
7977:Racial
7307:
7150:
6994:
6958:
6906:
6863:
6836:
6807:28 Apr
6777:28 Apr
6746:28 Apr
6737:
6660:
6567:
6532:
6420:
6160:
6152:
6144:
6080:
6046:
5977:Adweek
5844:
5772:
5709:
5681:
5612:
5577:
5502:
5459:
5411:
5381:
5324:
5232:
5208:
5175:
4851:
4824:
4818:504744
4816:
4661:
4630:: 221.
4580:. LA,
4522:
4403:
4365:
4330:
4295:
4258:
4098:
3998:
3959:
3538:gänger
3532:doppel
3450:AirBNB
3402:AIESEC
3173:Hebrew
3133:Chanel
3067:Toyota
3065:, and
3045:, and
3019:Macy's
3015:Kroger
2999:Costco
2993:, and
2953:Qantas
2918:, and
2912:Nestlé
2896:Oral-B
2828:Dunlop
2820:Adidas
2709:Virgin
2703:, and
2663:, and
2653:Persil
2573:UNIVAC
2565:Unisys
2395:trust.
2307:Kinder
2211:"Nike"
2197:" or "
2183:" or "
2181:Stussy
2177:Disney
2147:" or "
2131:" or "
2129:Amazon
2117:" or "
2097:" or "
2083:" or "
1955:et al.
1889:equity
1881:, and
1753:go.com
1745:Disney
1736:retail
1664:) and
1556:values
1538:values
1472:, and
1451:design
1396:, and
1264:their
1179:, and
1093:Ennion
997:Lezoux
794:people
772:, and
754:cattle
721:, and
608:Equity
291:Prizes
153:Ethics
98:Retail
8410:Sales
8113:Scrum
8073:Cycle
7987:Virus
7857:Films
7822:Books
7763:Radio
7743:False
7720:Youth
7700:Media
7633:group
7590:Media
7282:(PDF)
7275:(PDF)
6814:1991.
6687:(PDF)
6680:(PDF)
6658:S2CID
6565:JSTOR
6530:S2CID
6510:(PDF)
6457:(PDF)
6158:S2CID
6040:Wiley
5679:S2CID
5610:JSTOR
5575:JSTOR
5500:S2CID
4960:(PDF)
4953:(PDF)
4822:S2CID
4814:JSTOR
4659:S2CID
4520:S2CID
4401:S2CID
4363:S2CID
4328:S2CID
4293:S2CID
4193:(PDF)
4096:JSTOR
3766:(ROB)
3593:are:
3366:Big W
3316:, or
3273:Intel
3182:Apple
3165:logos
3125:Apple
3111:Apple
3075:Lexus
3071:Sears
3055:Epson
3011:Sears
2987:Coles
2904:Downy
2900:Vicks
2803:Honda
2701:Apple
2651:owns
2643:Sun (
2641:Nivea
2639:, or
2556:, or
2353:wants
2317:, or
2291:Xerox
2285:, or
2283:Nylon
2222:punny
2195:Cisco
2159:Volvo
2133:Crest
2110:rhyme
1432:Exxon
1280:with
1262:brand
1246:goods
1112:garum
1052:rishi
1005:Essex
1001:Vichy
919:Seals
882:brand
875:brand
868:brand
817:logos
778:legal
711:brand
517:Image
261:Label
8380:Spin
7957:List
7882:Self
7560:Bias
7506:2021
7476:2021
7305:ISSN
7148:ISBN
6992:ISBN
6956:ISSN
6904:ISSN
6861:ISBN
6834:ISBN
6809:2019
6779:2019
6748:2019
6735:ISBN
6714:2013
6623:2019
6418:ISBN
6353:2015
6298:2015
6209:2015
6150:PMID
6142:ISSN
6078:ISBN
6044:ISBN
5842:ISBN
5770:ISBN
5707:ISBN
5457:ISBN
5433:and
5409:ISBN
5379:ISBN
5322:ISBN
5230:ISBN
5206:ISBN
5173:ISBN
5040:2018
5015:2018
4989:2018
4906:2011
4849:ISBN
4780:2015
4256:ISBN
3996:ISSN
3957:ASIN
3822:2024
3585:The
3568:The
3400:and
3384:and
3382:NGOs
3342:Myer
3254:Muji
3188:and
3186:Nike
3160:and
3109:and
3095:Nike
3047:Dial
3013:and
2985:and
2920:Mars
2846:and
2836:line
2824:Puma
2822:and
2801:and
2755:and
2711:and
2705:Sony
2665:Lynx
2661:Surf
2601:and
2384:way.
2337:BSIN
2333:BSIN
2269:. A
2185:Mars
2179:", "
2175:", "
2173:Dell
2171:", "
2108:and
1931:etc.
1749:logo
1495:are
1454:team
1430:and
1361:and
1266:logo
1254:soap
1215:(of
1007:and
819:and
792:and
784:and
766:wine
646:Name
48:The
7768:Sex
7359:doi
6894:doi
6650:doi
6557:doi
6522:doi
6488:doi
6321:doi
6266:doi
6237:doi
6134:doi
6107:doi
5901:doi
5874:doi
5804:doi
5671:doi
5637:doi
5602:doi
5567:doi
5540:doi
5492:doi
4806:doi
4651:doi
4512:doi
4393:doi
4355:doi
4320:doi
4285:doi
4231:doi
4088:doi
4032:doi
3988:doi
3984:108
3587:ISO
3291:In
3283:".
3167:in
3131:or
2667:).
2657:Omo
2599:est
2541:or
2427:.
2265:to
2145:Wii
2085:IBM
2081:UPS
2046:of
2038:of
1829:NBC
1771:or
1690:or
1075:In
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788:),
762:oil
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