Brand - Knowledge

56: 1742:) 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. 3084:, 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 904: 2749:, 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. 3267:, 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. 1079: 1589:

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.

1968:(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 1786:) 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 1154: 3306:(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." 1034: 2379: 2025: 3164: 45: 1577:. 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. 2424: 1342: 1110: 982: 1868: 1238: 1972:. 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. 1964:|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 2941:, 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. 1490: 970:

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

771:. 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 1198: 1287:

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'

3032:, 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. 1660:

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.

1094:. 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. 2989:

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.

1565:, 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 3484:). 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." 2880:, 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, 1991:. 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 1630:. 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. 2974:(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. 6794:

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

1691:" 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. 1592:

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,

2808:, (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 2460: 1998:

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

4722:"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. 2726:. 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 3454:

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.

1194:—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. 1948:

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

1599:. 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 6824:

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.

3243:"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." 2032:

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

1449:, 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. 2770:. 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, 1075:

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

1001:. 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 " 2374:

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".

1212:, 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 3150:

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. –

1132:. 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: 3228:"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". 2401:

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.

1983:. 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 6694: 2496:

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,

1363:, 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 2409:

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

1638:, 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. 2394:

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

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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.

3216:"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. 1117:. 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" 2362:

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

3355:, 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, 2475:

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.

3040:

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,

5440:. 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. 3391:

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

3246:"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. 1945:

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.

1603:, 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. 952:

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

3555:

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.

2003:

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.

2492:

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.

1330:

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

4599: 3044:, 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 5991: 2398:

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.

846:) 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 1611:. 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 4261:

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.).

6593: 1569:. 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 " 2792:

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

3339:

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.

2574:

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

2537:

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

6687: 2865:

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.

7213: 5461: 2849:

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

7412: 1938:

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.

3240:"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. 5955: 4742: 1045:

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

4592: 3399:

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.

1738:

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

7195: 3213:"Myth-making" – A meaningful storytelling fabricated by cultural insiders. These must be seen as legitimate and respected by consumers for stories to be accepted. 2745:

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

1573:" 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 6377: 5638:

Aguirre-Rodriguez, Alexandra; Bosnjak, Michael; Sirgy, M. Joseph (2012). "Moderators of the self-congruity effect on consumer decision-making: A meta-analysis".

2316:

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

7282: 6712: 6647:

Giesler, Markus (November 2012). "How Doppelgänger Brand Images Influence the Market Creation Process: Longitudinal Insights from the Rise of Botox Cosmetic".

736:

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

6186:

Kim, Eunice; Sung, Yongjun; Kang, Hamsu. "Brand followers' retweeting behavior on Twitter: How brand relationships influence brand electronic word-of-mouth".

1715:) 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. 1150:

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.

5541:

Louis, Didier; Lombart, Cindy (2010). "Impact of brand personality on three major relational consequences (trust, attachment, and commitment to the brand)".

1234:

has used the same logo – capitalized font beneath a lion crest – since 1787, making it the world's oldest in continuous use.

1136:

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")

2868:

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.

2367:

identity is fundamental to consumer recognition and symbolizes the brand's differentiation from competitors. Brand identity is distinct from brand image.

6005:

Shirazi, A.; Lorestani, H. Z.; Mazidi, A. K. (2013). "Investigating the effects of brand identity on customer loyalty from social identity perspective".

3518:

is the set of preventive, monitoring and reactive measures taken by brand owners to eliminate, reduce or mitigate these infringements and their effect.

928:

branding or proto-branding emerged spontaneously and independently throughout Africa, Asia and Europe at different times, depending on local conditions.

7093: 5933: 724:

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

3446:

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.

1306:

The process of giving a brand "human" characteristics represented, at least in part, a response to consumer concerns about mass-produced goods. The

1412: 6933: 3219:"The cultural brand management process" – Actively engaging in the myth-making process in making sure the brand maintains its position as an icon. 3884: 3645: 3639: 1796:

can help marketing leaders optimize how they spend marketing budgets to maximize the impact on brand awareness or on sales. Managing brands for

6558:

Richardson, Paul S.; Dick, Alan S.; Jain, Arun K. (October 1994). "Extrinsic and Intrinsic Cue Effects on Perceptions of Store Brand Quality".

6238: 2037:, if the brand name exclusively identifies the brand owner as the commercial source of products or services. A brand owner may seek to protect 1230:) as Britain's, and the world's, oldest branding and packaging, with its green-and-gold packaging having remained almost unchanged since 1885. 7231: 5982: 4777: 3876: 1607:

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

2731:

the same product class as they share the same name. Consequently, the multiproduct branding strategy makes product line extension possible.

7547: 4129: 7360:

Thompson, Craig J; Rindfleisch, Aric; Arsel, Zeynep (2006). "Emotional Branding and the Strategic Value of the Doppelgänger Brand Image".

7339: 3210:"Necessary conditions" – The performance of the product must at least be acceptable, preferably with a reputation of having good quality. 5875:

MacDonald, Emma K.; Sharp, Byron M (2000). "Brand Awareness Effects on Consumer Decision Making for a Common, Repeat Purchase Product".

4481:

Starčević, S. "The Origin and Historical Development of Branding and Advertising in the Old Civilizations of Africa, Asia, and Europe".

707: 1523:

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,

6236:

Riefler, Petra (2012). "Why consumers do (not) like global brands: The role of globalization attitude, GCO and global brand origin".

3846: 1345:

The Quaker Company was one of the earliest to use a character on its packaging, branding, and advertising. Pictured: The Quaker Man,

55: 7080: 3231:"Longing versus Belonging" – Playing with the opposing desires of people for Inclusion on the one hand and Exclusivity on the other. 1255:

A characteristic feature of 19th-century mass-marketing was the widespread use of branding, originating with the advent of packaged

1022:

in England. English potters based at Colchester and Chichester used stamps on their ceramic wares by the 1st century CE. The use of

7842: 5093:

Schwarzkopf, S., "Turning Trade Marks into Brands: How Advertising Agencies Created Brands in the Global Market Place, 1900–1930",

4686:

Zonggghuo lish bowu guan (ed.), Zonggghuo godai shi cako tulu: song yuan shi qi, Shanghai, Shanghai jiao yu chubashe, 1991, p. 109.

3060:

produce private brands of home appliances, pet foods, and soap, correspondingly. Other examples of mixed branding strategy include

2045:– such trademarks are called "Registered Trademarks". Advertising spokespersons have also become part of some brands, for example: 1952:

The final stage of this process is when the receiver responds to the message, which is received by the original sender as feedback.

1683:). These types of awareness operate in entirely different ways with important implications for marketing strategy and advertising. 7058: 2300:—which are often used to describe any brand of adhesive bandage; any type of hosiery; or any brand of facial tissue respectively. 1388:

for six times what the company was worth on paper. Business analysts reported that what they really purchased was the brand name.

1102:, indicate that some bakers stamped their bread with the producer's name. Roman glassmakers branded their works, with the name of 7217: 7177: 2391:

Physique: The physical characteristics and iconography of your brand ( such as the Nike swoosh or the orange pantone of easyJet).

7045: 7508: 7420: 7307: 5436:

This deeper meaning, the core values, character, or essence of a brand, is what Upshaw (1995) refers to when they use the term

2591: 3463:

has created the facility for users to create their own symbol for the software to replace the brand's mark known as The Bélo.

2901:, a multinational consumer goods company that offers over 100 brands, each suited for different consumer needs. For instance, 7162: 7006: 6875: 6848: 6749: 6432: 6092: 6058: 5856: 5721: 5471: 5423: 5393: 5336: 5220: 5187: 4863: 4709: 4270: 66:

is a distinctive brand logo used to attract the attention of people attending a sporting event, or watching it on television.

1828:

shapes: the distinctive shapes of the Coca-Cola bottle and of the Volkswagen Beetle are trademarked elements of those brands

5750: 4589:"Non-Destructive Imaging of Worn-off Hallmarks and Engravings from Metal Objects of Art Using Scanning Acoustic Microscopy" 6489:

O'Connor, Zena (December 10, 2010). "Logo colour and differentiation: A new application of environmental colour mapping".

6108:

Uzunoğlu, Ebru; Misci Kip, Sema (2014). "Brand communication through digital influencers: Leveraging blogger engagement".

5959: 4960: 4734: 4456:

The Future of Marketing's Past: Proceedings of the 12th Annual Conference on Historical Analysis and Research in Marketing

3480:

is a field of theory and practice which aims to measure, build and manage the reputation of countries (closely related to

2876:

Brand collaborations refer to the participation of multiple firms in a branding initiative. One of the most well-known is

3234:"Un-Selling" – First and foremost seeking to seduce through pride and provocation, rather than to sell through arguments. 2718:

as the company's brand name is identical to their trade name. Other examples of multiproduct branding strategy include

2011:

between the product, the consumer lifestyle, and the endorser is important for the effectiveness of brand communication.

1903: 1885: 1121:

One merchant that made good use of the titulus pictus was Umbricius Scaurus, a manufacturer of fish sauce (also known as

490: 5749:

Tan, Donald (2010). "Success Factors In Establishing Your Brand". Franchising and Licensing Association. Retrieved from

3891: 3583:

protesting the Hummer SUV as a symbol of corporate and public irresponsibility toward public safety and the environment.

3237:"From Myth To Meaning" – Leveraging the power of myth – 'Ueber-Stories' that have fascinated- and guided humans forever. 2548:

In this case, a strong brand name (or company name) becomes the vehicle for marketing a range of products (for example,

5259: 4230:"The origin and historical development of branding and advertising in the old civilizations of Africa, Asia and Europe" 3507: 2468: 1295:

traits such as youthfulness, fun, sex appeal, luxury or the "cool" factor. This began the modern practice now known as

7199: 6381: 6265:

Sappington, David E. M.; Wernerfelt, Birger (1985). "To Brand or Not to Brand? A Theoretical and Empirical Question".

3096:

Attitude branding is the choice to represent a larger feeling, which is not necessarily connected with the product or

903: 7478: 7289: 6135:

Phelps, Elizabeth A. (April 2004). "Human emotion and memory: interactions of the amygdala and hippocampal complex".

5784: 5669: 5244: 5177: 4454:

Demirdjian, Z. S. (2005). "Rise and Fall of Marketing in Mesopotamia: A Conundrum in the Cradle of Civilization", in

1822:

tagline or catchphrase: a short phrase always used in the product's advertising and closely associated with the brand

1078: 6716: 5328:

Marketing in Transition: Scarcity, Globalism, & Sustainability: Proceedings of the 2009 World Marketing Congress

3255:

Recently, a number of companies have successfully pursued "no-brand" strategies by creating packaging that imitates

2471:), one of the first visual identities to integrate logotype, icon, alphabet, color palette, and station architecture 8498: 7540: 5711: 1705:) refers to the brand or set of brands that a consumer can elicit from memory when prompted with a product category 1208:

Some brands still in existence as of 2018 date from the 17th, 18th, and 19th centuries' period of mass-production.

1173:

developed a language of visual symbolism which would feed into the evolution of branding, and with the rise of the

6764:

that a firm's name is infused with meaning and reputation, thereby providing information that drives brand image .

8491: 8279: 6865: 5846: 3734: 7023: 6838: 5805:

Percy, Larry; Rossiter, John R. (1992). "A model of brand awareness and brand attitude advertising strategies".

5081: 6656: 6464: 4094: 3870: 2493: 755:

The practice of branding—in the original literal sense of marking by burning—is thought to have begun with the

700: 7131: 3000:

are saturated with store brands (or private labels). For example, in the United States, Paragon Trade Brands,

8564: 8559: 5902:

Percy, Larry; Rossiter, John (1992). "A model of brand awareness and brand attitude advertising strategies".

4179:. Vol. 1 (A–B) (1970 reprint ed.). Oxford, UK: The Clarendon Press. 1913. p. 1054 – via 3392: 912: 7258: 6738:

Srinivasan, Shuba; Hsu, Liwu; Fournier, Susan (2012). "Branding and firm value". In Ganesan, Shankar (ed.).

5274:

Karmasin, H., "Ernest Dichter's Studies on Automobile Marketing", in Schwarzkopf, S., and Gries, R. (eds.),

911:

provided potential customers with information about goods and quality. Pictured: Amphorae for wine and oil,

5298:, Vol. 34 No. 3, 1997, p. 347; Aaker, J., "The Malleable Self: The Role of Self-expression in Persuasion", 3739: 3146:

describing them as 'Ueber-Brands' – brands that are able to gain and retain "meaning beyond the material."

2816:. Kimberly-Clark is a corporation that produces personal and health care products being able to extend the 2595: 2351: 2339: 1026:, a type of brand, on precious metals dates to around the 4th century CE. A series of five marks occurs on 7097: 6893:"Unconventional luxury brand collaborations: a new form of luxury consumption among young adults in China" 6202: 5929: 4170: 2757:

Subbranding is used by certain multiproduct branding companies. Subbranding merges a corporate, family or

2594:. A change in corporate naming may also have a role in seeking to shed an undesirable image: for example, 8579: 8302: 7533: 4905: 4595: 3008:

are major suppliers of diapers, grocery products, and private label alkaline batteries, correspondingly.

2948:

willing to pay for shifting its position in the market; the new product being one stage in this process.

2944: 2617: 1310:

began using the image of the Quaker Man in place of a trademark from the late 1870s, with great success.

6518:"Product class effects on brand commitment and brand outcomes: The role of brand trust and brand affect" 3569:

campaign organized to criticize the marketing of tobacco products to children and their harmful effects.

3527: 8574: 6958: 3408: 1723: 1416: 1145:

4. LIQUAMEN/ OPTIMUM/ EX OFFICI/A SCAURI (translated as: "The best liquamen, from the shop of Scaurus")

414: 7471:"ISO/DIS 20671-3 Brand evaluation — Part 3: Guidelines for brands related to geographical Indications" 1142:

3. G F SCOM/ SCAURI (translated as: "The flower of garum, made of the mackerel, a product of Scaurus")

8549: 8259: 7620: 4175: 2621: 1984: 1979:

and refers to how businesses transmit their brand messages, characteristics and attributes to their

693: 4033:

Ghodeswar, Bhimrao M. (2008). "Building brand identity in competitive markets: A conceptual model".

1153: 7798: 7793: 5276:

Ernest Dichter and Motivation Research: New Perspectives on the Making of Post-war Consumer Culture

4766:, Harvard University Press, 2008; See Chapter 5, "Earning a Living: Baker, Banker and Garum Maker". 4200: 3873: 3203:. Many iconic brands include almost ritual-like behaviour in purchasing or consuming the products. 3134:

describes attitude branding as a "fetish strategy". Schaefer and Kuehlwein analyzed brands such as

2609: 1889: 1279:

or company insignia on the barrels used, effectively using a corporate trademark as a quasi-brand.

974:

while other historians argue that the presence of these simple markings does not imply that mature

138: 7441: 5527:

Azoulay, A. and Kapferer, J. N., "Do Brand Personality Scales Really Measure Brand Personality?"

3825:"Apple clinches top spot as world's most valuable brand, outshining Amazon, Google, and Microsoft" 2354:

to assign a brand to a product. The OKFN Brand repository is critical for the Open Data movement.

1758:

successfully branded its particular script font (originally created for Walt Disney's "signature"

1066:(or seer) named Chyawan. One well-documented early example of a highly developed brand is that of 1033: 993:

in antiquity. Archaeological evidence of potters' stamps has been found across the breadth of the

810:

In the modern era, the concept of branding has expanded to include deployment by a manager of the

8569: 8523: 8460: 8171: 8108: 8050: 7992: 7982: 7695: 7680: 6267: 3791: 3097: 2993: 2727: 2187: 1907: 1755: 1381: 1114: 847: 613: 604: 483: 429: 409: 394: 208: 183: 158: 98: 38: 5110:, Routledge, N.Y., 1993, Chapter 2; scholars describe this period as the era of "mass marketing" 5039: 5014: 2378: 8176: 7872: 3396: 2771: 2740: 2066: 2042: 1992: 1881: 1793: 1247: 1227: 1218: 990: 218: 31: 17: 7343: 6811: 5448:

are only two of the buzz words that are used and confused by brand experts and brand managers.

5149:, D. G. Brian Jones & Mark Tadajewski (eds.), Oxon, Routledge, 2016, p. 104; Martino, T., 3363:, and has recently announced its intention to extend the number of exclusive designer brands. 1995:

to gain consumer trust and loyalty as well as in the pursuit of communicating brand messages.

8443: 8395: 8375: 8294: 8284: 8068: 7952: 7181: 7024:"Ueber-Branding: How modern prestige brands create meaning through mission and myth – Part 1" 3802: 3757: 3723: 3400: 3049: 3041: 2746: 2579: 2091: 2038: 1902:, the worth of a brand's identity would become obsolete without ongoing brand communication. 1893: 1527:, but also protects the distinctive Spencerian script and the contoured shape of the bottle. 1446: 1364: 1315: 1283: 937: 638: 404: 256: 168: 153: 5603:

Aaker, Jennifer L. (1999). "The Malleable Self: The Role of Self-Expression in Persuasion".

5119:

Arnold E. J. and Thompson C. J., "Consumer Culture Theory (CCT): Twenty Years of Research",

3986: 2435: 2024: 1157:

Back section of a bracelet clasp with a hallmark of Hunnish craftsmanship, early 5th century

919:

Branding and labeling have an ancient history. Branding probably began with the practice of

8410: 8201: 8151: 7887: 7882: 7852: 7715: 4085:(January 1, 1993). "Conceptualizing, Measuring, and Managing Customer-Based Brand Equity". 3712: 3404: 2861:, they stayed within the originating product category: non-alcoholic carbonated beverages. 1960:

In order for brands to effectively communicate to customers, marketers must "…consider all

940:

of the Indus Valley (3,300–1,300 BCE) where the local community depended heavily on trade;

532: 419: 349: 311: 223: 203: 118: 82: 6517: 4458:, Leighton Neilson (ed.), CA, Longman, Association for Analysis and Research in Marketing. 3850: 1539:

According to Kotler et al. (2009), a brand's identity may deliver four levels of meaning:

1303:

instead of the product and rely on the brand name instead of a retailer's recommendation.

822:. The key components that form a brand's toolbox include a brand's identity, personality, 763:

and branded slaves as early as 2,700 BCE. Branding was used to differentiate one person's

8: 8370: 8360: 8317: 8088: 7915: 7877: 7773: 7236: 4630: 3356: 3139: 2902: 2898: 2862: 2637: 1969: 1626:

Careful brand management seeks to make products or services relevant and meaningful to a

1620: 1307: 966: 767:

from another's by means of a distinctive symbol burned into the animal's skin with a hot

666: 369: 359: 296: 173: 113: 8481: 8244: 8143: 8133: 8083: 8002: 7783: 7778: 7670: 7556: 6668: 6575: 6540: 6168: 5736:

Pride, W. M.; Ferrell, O. C.; Lukas, B. A.; Schembri, S.; Niininen, O. and Casidy, E.,

5689: 5620: 5585: 5510: 5351:

Pride, W. M.; Ferrell, O. C.; Lukas, B. A.; Schembri, S.; Niininen, O. and Casidy, E.,

4991: 4950:, Vol. 7, Washington, Dumbarton Oaks Research Library and Collection, 1961, pp. 23–35. 4832: 4824: 4782: 4669: 4530: 4411: 4373: 4338: 4303: 4106: 3664: 3332: 2997: 2821:

equipment, engines, robots, aircraft, and bikes. Mars extended its brand to ice cream,

2723: 2599: 2560: 2538: 2195: 2143: 2109: 2105: 1360: 1090:, a commercial brand or inscription applied to objects offered for sale was known as a 920: 792: 760: 661: 647: 628: 623: 476: 452: 389: 379: 374: 326: 178: 143: 5888: 5311:

Parker, B. T., "A Comparison of Brand Personality and Brand user-imagery Congruence",

4652:

Eckhardt, Giana M.; Bengtsson, Anders (2009). "A Brief History of Branding in China".

4443:

Materiality and Social Practice: Transformative Capacities of Intercultural Encounters

8390: 8327: 8103: 8073: 8035: 8030: 8025: 7930: 7910: 7768: 7753: 7705: 7650: 7315: 7158: 7002: 6966: 6914: 6871: 6844: 6745: 6744:. Elgar Original Reference Series. Cheltenham: Edward Elgar Publishing. p. 177. 6672: 6544: 6428: 6160: 6152: 6088: 6054: 6050: 5852: 5780: 5717: 5693: 5514: 5467: 5419: 5389: 5332: 5240: 5216: 5183: 4859: 4836: 4673: 4534: 4415: 4377: 4342: 4307: 4266: 4082: 4006: 3967: 3752: 3436: 3425: 3360: 3287: 2930: 2797: 2553: 2281: 2277: 2237: 2129: 2125: 1797: 1616: 1499: 1434: 1260: 1019: 858: 800: 671: 462: 331: 306: 301: 276: 193: 188: 7500: 6172: 6121: 3331:

have become popular. Where the retailer has a particularly strong identity (such as

2962:

The main purpose of fighting brands is to challenge competitor brands. For example,

1934:

One can analyze the traditional communication model into several consecutive steps:

818:

or products from competitors, aiming to create a lasting impression in the minds of

8528: 8352: 8332: 8234: 8196: 8181: 7972: 7947: 7821: 7803: 7763: 7660: 7575: 7369: 6904: 6812:"Wikileaks re-publishes 60 Minutes piece on est/Landmark cult leader Werner Erhard" 6660: 6567: 6532: 6498: 6331: 6276: 6251: 6247: 6144: 6117: 6084: 5911: 5884: 5814: 5681: 5647: 5612: 5577: 5550: 5506: 5502: 5166:, D. G. Brian Jones & Mark Tadajewski (eds), Oxon, Routledge, 2016, pp. 106–08. 4816: 4661: 4522: 4403: 4365: 4330: 4295: 4241: 4180: 4144: 4098: 4042: 3998: 3696: 3691: 3669: 3659: 3515: 3502: 3364: 3179: 2971: 2858: 2687: 2671: 2642:

Marketers associate separate products or lines with separate brand names - such as

2527: 2139: 1612: 1595: 1484: 1385: 1256: 1191: 1095: 975: 962: 843: 565: 555: 506: 457: 354: 291: 281: 261: 246: 213: 198: 163: 148: 128: 5848:

Strategic Brand Management: New Approaches to Creating and Evaluating Brand Equity

5651: 4717: 3459:

which printed people's names and place names on their bottles encouraging people.

1800:

will often involve applying marketing-mix modeling techniques in conjunction with

1204:'s logo became the first image to be registered as a trademark in the UK, in 1876. 44: 8554: 8518: 8503: 8448: 8269: 8045: 7892: 7867: 7832: 7675: 6777: 6739: 6622: 6212: 5411: 5263: 4851: 4149: 3895: 3880: 3774: 3728: 3701: 3680: 3674: 3477: 3380: 3200: 3183: 3163: 3053: 3005: 2885: 2838: 2822: 2801: 2787: 2775: 2667: 2625: 2568: 2329: 2269: 2216: 2179: 2062: 1976: 1801: 1652: 1647: 1627: 862: 835: 796: 633: 595: 590: 580: 560: 522: 447: 321: 123: 7117:

Heig, Matt. "Brand Royalty: How the World's Top 100 Brands Thrive and Survive",

6934:"Unconventional luxury brand collaborations are everywhere. What is the appeal?" 6536: 4562:

Roman Exeter (Isca Dumnoniorum): Excavations in the War-damaged Areas, 1945–1947

4501:

Roman Exeter (Isca Dumnoniorum): Excavations in the War-damaged Areas, 1945–1947

3533: 1816:

name: the word or words used to identify a company, product, service, or concept

932:, which acted as quasi-brands, have been found on early Chinese products of the 8400: 8264: 8249: 8211: 8191: 8128: 7967: 7942: 7847: 7730: 7710: 7665: 7643: 6335: 6207: 6148: 5162:

Petty, R. D., "A History of Brand Identity Protection and Brand Marketing", in

5145:

Petty, R. D., "A History of Brand Identity Protection and Brand Marketing", in

4967: 4901: 4695:

Petty, R. D., "A History of Brand Identity Protection and Brand Marketing", in

4428:

Petty, R. D., "A History of Brand Identity Protection and Brand Marketing", in

4394:

Moore, Karl; Reid, Susan (2008). "The birth of brand: 4000 years of branding".

3963: 3796: 3511: 3481: 3472: 3371:

to produce her "Petites" range. Specsavers has joined up with Sydney designer,

3368: 3336: 3276: 3152: 2809: 2758: 2542: 2317: 2058: 2054: 1871:

Figure 2. Demonstrating touch points associated with purchase experience stages

1856:

has trademarked its special recipe of eleven herbs and spices for fried chicken

1608: 1503: 1476: 1369: 1331: 1288: 1223: 1174: 1091: 1041:

trademark of Jinan Liu's Fine Needles Shop, Chinese, Song Dynasty (960-1127 CE)

998: 985:

Amphorae bearing a titulus pictus and potters' stamps, found at Monte Testaccio

924: 882: 866: 823: 676: 575: 570: 513: 364: 7373: 5554: 4526: 4432:, D. G. Brian Jones, Mark Tadajewski (eds), Oxon, Routledge, 2016, pp. 97–114. 4407: 4263:

Non-scribal Communication Media in the Bronze Age Aegean and Surrounding Areas

4046: 4002: 3642:

Brand evaluation - Guidelines for brands relating to geographical indications

2159: 1380:

has described this development as "brand equity mania". In 1988, for example,

8543: 8508: 8465: 8274: 8254: 8093: 7837: 7685: 7590: 7319: 6970: 6918: 6909: 6354: 6299: 6156: 6029:

Advertising and promotion: an integrated marketing communications perspective

5833:

Advertising and Promotion: An integrated marketing communications perspective

5134:

Brand Failures: The truth about the 100 biggest branding mistakes of all time

4931: 4665: 4631:"Pulling the white rabbit out of the hat: consuming brands in imperial China" 4321:

Twede, Diana (2016). "Commercial Amphoras: The Earliest Consumer Packages?".

4286:

Twede, Diana (2016). "Commercial Amphoras: The Earliest Consumer Packages?".

4010: 3824: 3686: 3320: 3315: 3256: 3113: 2957: 2881: 2658:- which may compete against other brands from the same company (for example, 2613: 2564: 2549: 2545:

and their relationship depend on more than a dozen strategic considerations.

2285: 2225: 2205: 2178:: using the names of real people, (especially a founder's surname), such as " 1635: 1460:

chocolate-chip cookies, for example. Brand development, often performed by a

1272: 958: 941: 929: 839: 788: 768: 756: 745: 585: 546: 399: 286: 5256: 4334: 4299: 3922: 3888: 2268:

The act of associating a product or service with a brand has become part of

1070:

sewing needles, dating from China's Song dynasty (960 to 1127 CE). A copper

8513: 8433: 8428: 8312: 8156: 8098: 8078: 7585: 7501:"ISO/DIS 20671-2.2 Brand evaluation — Part 2: Implementation and reporting" 7214:"Target On Target for New Era Women's Fashion," Research Finding, no. 5756" 6892: 6164: 5915: 5818: 5064: 4735:"New brand discovery in Modena Ancient Roman Oil Lamp 'Factory Town' Found" 3768: 3706: 3291: 2926: 2834: 2719: 2116: 1899: 1846: 1832: 1663:

Marketers typically identify two distinct types of brand awareness; namely

1373: 1341: 1335: 1311: 1242: 1231: 1209: 1201: 1162: 1087: 1057: 1046: 994: 853: 618: 7470: 5685: 5670:"Brand Experience:What Is It? How Is It Measured? Does It Affect Loyalty?" 4246: 4229: 2387:

According to Kapferer (2004), there are six facets to a brand's identity:

1437:

to gather insights into consumer purchasing. Strong branded campaigns for

8405: 8365: 8216: 8123: 8118: 7987: 7977: 7962: 7788: 7758: 7740: 7605: 7135: 6807: 6294: 5206: 4699:, D. G. Brian Jones, Mark Tadajewski (eds), Oxon, Routledge, 2016, p. 99. 3576:

to highlight the relationship between soft drink consumption and obesity.

3328: 3131: 3117: 3065: 3057: 2983: 2877: 2675: 2321: 2244: 2046: 1906:(IMC) relates to how a brand transmits a clear consistent message to its 1860: 1825:

graphics: the "dynamic ribbon" is a trademarked part of Coca-Cola's brand

1420: 1377: 1356: 1327: 1323: 1292: 1183: 1166: 1161:

The use of identity marks on products declined following the fall of the

1099: 1060:, consumed for its purported health benefits and attributed to a revered 933: 889: 749: 737: 733: 527: 266: 241: 133: 6349: 3466: 2423: 2350:

is universal and is used by the Open Product Data Working Group of the

1745:

Brand recognition is often the mode of brand awareness that operates in

1615:. The orientation of an entire organization towards its brand is called 8486: 8385: 8342: 8307: 8226: 8166: 8060: 7997: 7816: 7700: 7690: 7615: 7600: 7595: 7570: 7154: 6998: 6867:

Marketing for Entrepreneurs: Concepts and Applications for New Ventures

6664: 6579: 5624: 5589: 4110: 3971: 3786: 3762: 3718: 3601: 3372: 3017: 2917:

which offers dryer sheets and fabric softeners. Other examples include

2711: 2655: 2604: 2221: 2169: 1961: 1787: 1570: 1425: 1392: 1109: 981: 784: 681: 537: 424: 48: 6502: 4828: 2590:

represented a broadening of scope in 1924 from its original name, the

1867: 1835:(Pantone No. 1837). Tiffany & Co.'s trademarked the color in 1998. 1514:

A brand name is the part of a brand that can be spoken or written and

1237: 787:

and, in the 21st century, extends even further into services (such as

51:

is the world's most powerful brand in 2024 according to Brand Finance.

8206: 8186: 8161: 8040: 8012: 7925: 7862: 7748: 7610: 7580: 7525: 4807:

Curtis, Robert I (1984). "A Personalized Floor Mosaic from Pompeii".

4549:

Hadrian's Wall: Archaeological research by English Heritage 1976-2000

3623: 3610: 3456: 3324: 3192: 3172: 3168: 3156: 3135: 3121: 3109: 3101: 3069: 3029: 2918: 2854: 2850: 2703: 2325: 2249: 2150: 2070: 2034: 1634:

other, but one of the products has no associated branding (such as a

1507: 1494: 1480: 1319: 1213: 1179: 1027: 895:. It became to also mean the mark from burning with a branding iron. 831: 811: 780: 729: 384: 316: 73: 60: 6571: 5616: 5581: 4102: 2922: 2191: 8337: 8113: 7937: 7920: 7857: 7720: 7638: 7630: 6623:"Emotional Marketing Examples Scientifically Proven To Sway Buyers" 6280: 4820: 4369: 3206:

There are four key elements to creating iconic brands (Holt 2004):

3196: 3105: 3073: 3061: 2938: 2826: 2763: 2659: 2647: 2289: 2261: 2257: 2209: 1980: 1438: 1187: 1170: 1071: 1023: 1002: 908: 819: 725: 63: 5983:"How Tiffany's Iconic Box Became the World's Most Popular Package" 2796:

and designer companies extended brands into fragrances, shoes and

2124:: names that are fun to say and which stick in the mind, such as " 1975:

Brand communication is important in ensuring brand success in the

1082:

Roman oil lamp, showing underside with maker's mark. Museo Bellini

814:

and communication techniques and tools that help to distinguish a

8453: 8438: 8322: 8239: 7957: 7725: 7655: 7216:(Press release). Roy Morgan Research. August 2014. Archived from 7196:"Private Label Could be the New Black" Research Finding no. 5613" 6465:"Implication of Brand Identity Facets on Marketing Communication" 5210: 3780: 3745: 3126: 3045: 3013: 3001: 2967: 2817: 2805: 2793: 2767: 2707: 2557: 2305: 2297: 2253: 2086: 2050: 1988: 1489: 1396: 1268: 953: 815: 103: 6081:

Integrated Marketing Communications in Advertising and Promotion

5491: 3514:, can affect consumer trust and ultimately damage brand equity. 3493:

Association International is the industry leading organization.

3028:

are large retailers that have their own brand names. Similarly,

2905:

that helps consumers relieve dandruff in the form of a shampoo,

2459: 8380: 6608:

Integrated Advertising, Promotion, and Marketing Communications

6427:. New York City: AIGA Center for Brand Experience. p. 20. 3460: 3412: 3359:, currently offers 'Collette' for leading Australian designer, 3191:

cultural icons which makes them "iconic brands". Examples are:

3143: 3077: 3025: 3009: 2963: 2906: 2830: 2663: 2583: 2575: 2236:: some brands create their name by using a silly pun, such as " 1763: 1746: 1461: 1408: 1404: 1400: 1103: 1007: 804: 764: 108: 7198:(Press release). Roy Morgan Research. May 2014. Archived from 5568:

Aaker, Jennifer L. (1997). "Dimensions of Brand Personality".

4778:"Review: 'Ennion', at the Met, Profiles an Ancient Glassmaker" 4041:. Bingely, West Yorkshire, England: Emerald Publishing: 4–12. 2371:

Therefore, businesses research consumer's brand associations.

2272:. Most products have some kind of brand identity, from common 2104:: names that describe a product benefit or function, such as " 1445:/Esso, using insights drawn from research into psychology and 8420: 5637: 4356:

Wengrow, David (2008). "Prehistories of Commodity Branding".

3376: 3283: 3260: 3085: 3081: 3021: 2914: 2910: 2813: 2651: 2464: 2301: 2293: 2120: 1831:

colors: the instant recognition consumers have when they see

1442: 1399:

adopted techniques that allowed their messages to stand out.

1122: 1062: 1015: 1011: 271: 7413:"Designer Makes Fun Of Pepsi, Turns Its Logo Into A Fat Man" 6322:

Schmitt, Bernd (2012). "The consumer psychology of brands".

4876:

Heraldry shaped the early history of emblematic brand marks.

3616:

Brand valuation - Requirements for monetary brand valuation

2248:: combining multiple words together to create one, such as " 1898:

Although brand identity is a fundamental asset to a brand's

1197: 7902: 7387: 4573:

Dannell, G and Mees, A., "Getting Samian Ware to Britain",

4469:

Pottery in the Roman World: An Ethnoarchaeological Approach

3635:

Two other ISO standards are being developed by ISO/TC 289:

3352: 3264: 3175: 2715: 2643: 2347: 2343: 2273: 2183: 1790:

have successfully fermented in the minds of its consumers.

1759: 1464: 1276: 1271:. When shipping their items, the factories would literally 1264: 881:, originally meaning a burning piece of wood, comes from a 827: 776: 7308:"Coke's Personalized Marketing Campaign Gains Online Buzz" 7151:

The Better Mousetrap: Brand Invention in a Media Democracy

7034:(4). London, England: Henry Stewart Publications: 395–409. 6995:

Rethinking Prestige Branding – Secrets of the Ueber-Brands

6402: 6231: 6229: 4619:

Sanskrit Epic Mahabharat, Van Parva, p. 3000, Shalok 15–22

3304:

The Better Mousetrap: Brand Invention in a Media Democracy

3080:. Michelin, one of the largest tire manufacturers allowed 1838:

sounds: a unique tune or set of notes can denote a brand.

923:

to deter theft. Images of the branding of cattle occur in

5179:

Brand Equity and Brand Value: Explanation and Measurement

3648:

Brand evaluation - Guide for the annual brand evaluation.

3597: 2587: 2232: 2155: 2095: 1853: 1839: 772: 7359: 7224: 6891:

Diaz Ruiz, Carlos; Cruz, Angela Gracia B. (2023-01-01).

4593:

National Center for Preservation Technology and Training

3540:

The term stems from the combination of the German words

2288:

become a generic term for a product or service, such as

961:

has argued that branding became necessary following the

6418: 6416: 6226: 5215:. Toronto, Ontario, Canada: Knopf Canada. p. 141. 3386: 3375:

to create an exclusive range of spectacle frames while

2966:, Australia's largest flag carrier airline, introduced 2518:

people reconnect and heal (and be appreciated for it).

2333: 1139:

2. LIQU/ FLOS (translated as: "The flower of Liquamen")

945: 936:(221-206 BCE); large numbers of seals survive from the 7449: 6004: 3906: 3091: 1931:

points the brand uses to connect with its customers .

1338:

breakfast cereal, furnish illustrations of the trend.

1263:

moved the production of many household items, such as

6737: 6045:

Dahlen, Micael; Lange, Fredrik; Smith, Terry (2010).

4856:

Visual Branding: A Rhetorical and Historical Analysis

3467:

Nation branding (place branding and public diplomacy)

3048:

with the "skin simple" brand name. Companies such as

2992:

In Australia, their leading supermarket chains, both

2781: 2168:: adoption of a word from another language, such as " 1812:

Brands typically comprise various elements, such as:

7232:"Is Your Personal Brand Working For or Against You?" 7059:

Myth-Making – The Holy Grail Of Today's Ueber-Brands

6413: 6264: 6047:

Marketing Communications: A Brand Narrative Approach

5956:"Beyond Name and Logo: Other Elements of Your Brand" 5752:

Success Factors in Establishing Your Brand Retrieved

4858:. Cheltenham: Edward Elgar Publishing. p. 131. 4133:. Springfield, Massachusetts: Merriam-Webster. 1983. 3683:- owner of the brand allowing someone else to use it 1593:

contact with the brand and is termed the consumer's

1419:. Soap manufacturers sponsored many of the earliest 1251:

as having the world's oldest branding and packaging.

7094:"Muji brand strategy, Muji branding, no-name brand" 6837:Riezebos, Rik; Grinten, Jaap van der (2012-03-15). 6380:. MerriamAssociates.com. 2012-11-15. Archived from 5901: 4850:McQuarrie, Edward F.; Phillips, Barbara J. (2016). 4137: 3987:"'Mark them with my Mark': Human Branding in Egypt" 2484:converting simple awareness to strong commitment. 1519:choices. A brand name is not to be confused with a 989:Scholarly studies have found evidence of branding, 7355: 7353: 7259:"The Role of Brand in the Nonprofit Sector (SSIR)" 7046:Un-Sell To Seduce... and be thanked with a premium 6557: 6472:Journal of Applied Economics and Business Research 6358:. London, England: Economist Group. April 26, 2007 6303:. London. England: Economist Group. August 3, 2009 5981: 5740:. 3rd Asia-Pacific ed., Cengage, 2018, pp. 295–97. 5418:. London: Routledge (published 2015). p. 19. 5410:Franzen, Giep; Moriarty, Sandra E. (2015-02-12) . 4513:Hartley, B. R. (2011). "Gaulish Potters' Stamps". 2845:There is a difference between brand extension and 1863:has trademarked the upward motion of its car doors 1819:logo: the visual trademark that identifies a brand 1113:Mosaic showing garum container, from the house of 907:In pre-literate society, the distinctive shape of 7388:"Joe Chemo: A Camel Who Wishes He'd Never Smoked" 7081:How Premium Brands Grow Without Losing Their Glow 7021: 6992: 6107: 4849: 4651: 4628: 3771:- similar concept in the music recording industry 3521: 3351:In Australia, for example, the department store, 2970:to go head-to-head against the low-cost carrier, 2696: 8541: 7142: 6044: 5835:, 9th ed., New York, NY: McGraw-Hill Irwin, 2012 5097:, Queen Mary University, London, 18 August 2008. 4389: 4387: 4223: 4221: 4194: 4192: 4190: 3887:endorses this definition as part of its ongoing 3250: 2081:Brand names come in many styles. A few include: 7350: 6988: 6986: 6959:"Brands Versus Private Labels: Fighting to Win" 6836: 6110:International Journal of Information Management 5463:Encyclopedia of Sports Management and Marketing 5409: 3942: 3885:Marketing Accountability Standards Board (MASB) 3629:Brand evaluation - Principles and fundamentals 3088:, the luxury vehicle division of premium cars. 2138:: names that can evoke a vivid image, such as " 7505:International Organization for Standardization 7475:International Organization for Standardization 7340:"Airbnb says its new logo belongs to everyone" 7022:Schaefer, Wolf; Kuehlwein, J. (26 June 2016). 6932:Cruz, Angela; Ruiz, Carlos Diaz (2023-08-07). 6713:"Brand Architecture: Strategic Considerations" 6239:International Journal of Research in Marketing 5874: 5355:. 3rd Asia-Pacific ed., Cengage, 2018, p. 296. 5294:Aaker, J., "Dimensions of Brand Personality", 4122: 4120: 3847:"Brand | Common Language Marketing Dictionary" 3600:branding standards developed by the Committee 1245:, first sold in London in 1885. Recognised by 7541: 7061:. Marketing Review St.Gallen. pp.64ff. 1/2016 6956: 6890: 6840:Positioning the Brand: An Inside-Out Approach 5804: 4764:The Fires of Vesuvius: Pompeii Lost and Found 4586: 4384: 4265:. Florence, Italy: Firenze University Press. 4218: 4201:"The Hot History & Cold Future of Brands" 4187: 4163: 3104:labeled as attitude branding include that of 2204:: naming for regions and landmarks, such as " 1470: 701: 484: 37:"Marque" redirects here. For other uses, see 7410: 6983: 6795:it doesn't communicate what you do anymore.' 6488: 5709: 5540: 5460:Swayne, Linda E.; Dodds, Mark (2011-08-08). 5164:The Routledge Companion to Marketing History 5147:The Routledge Companion to Marketing History 4697:The Routledge Companion to Marketing History 4430:The Routledge Companion to Marketing History 3923:"Brand Common Language Marketing Dictionary" 3715:- similar concept in the publishing industry 3547: 3541: 2977: 1619:. Brand orientation develops in response to 7178:Private Labels in Designer Sheep's Clothing 6957:Quelch, John; Harding, David (1996-01-01). 6596:, 4th edition, p. 16, accessed 25 June 2023 5710:Kotler, Philip; Keller, Kevin Lane (2012). 5459: 4629:Eckhardt, Giana; Bengtsson, Anders (2008). 4564:, Manchester University Press, 1952, p. 70. 4503:, Manchester University Press, 1952, p. 70. 4117: 3186:logos to maintain brand identity in Israel. 2556:) or a range of subsidiary brands (such as 2504: 1530: 7548: 7534: 3591: 3035: 2913:which offers cough and cold products, and 2224:; or from the minds of ad execs, such as " 1056:to 500 BCE), is the herbal paste known as 865:is a management technique that ascribes a 708: 694: 491: 477: 6908: 6688:"Accenture-Fjord-Trends-2021-Full-Report" 6620: 6515: 5663: 5661: 5543:Journal of Product & Brand Management 5201: 5199: 4900: 4441:Maran, J. and Stockhammer, P. W. (eds.). 4393: 4245: 4227: 4198: 4130:Webster's Ninth New Collegiate Dictionary 4035:Journal of Product & Brand Management 4032: 3441: 2891: 2734: 2028:Relationship between trademarks and brand 2014: 6931: 6775: 6621:Smilovitz, Shayna (September 11, 2018). 6422: 5844: 5324: 5278:, Palgrave Macmillan, 2010, pp. 109–125. 5063: 4929: 3449: 3167:The color, letter font and style of the 3162: 2608:investigative-report broadcast cast the 2458: 2454: 2377: 2346:(Brand Standard Identification Number). 2023: 1866: 1488: 1340: 1267:, from local communities to centralized 1236: 1196: 1152: 1108: 1077: 1032: 980: 902: 54: 43: 6646: 6462: 6321: 6235: 6185: 5015:"Golden celebration for 'oldest brand'" 5012: 4802: 4800: 4775: 4512: 4355: 4199:Khan, Saif Ullah; Mufti, Owais (2007). 3957: 3783:- concept of using placenames as brands 3487: 2884:partnered with the skateboarding brand 2871: 2256:" ("communications" and "broadcast"), " 2076: 1845:scents: the rose-jasmine-musk scent of 1498:is a brand name, while the distinctive 14: 8542: 7555: 7305: 6993:Schaefer, Wolf; Kuehlwein, JP (2015). 6806: 6784:. Vol. 23, no. 9. p. 79 6134: 5953: 5774: 5705: 5703: 5667: 5658: 5383: 5290: 5288: 5286: 5284: 5196: 5175: 4806: 4635:European Advances in Consumer Research 4587:Benson, P. L.; Gilmore, R. S. (2004). 4260: 4081: 3297: 3290:market with the slogan (and sticker) " 2631: 2602:in 1991 at a time when publicity in a 2592:Computing-Tabulating-Recording Company 2521: 2240:", "Wok on Water" or "Eggs Eggscetera" 1875: 1423:series, and the genre became known as 7529: 6863: 6686:Fjord, Accenture (January 12, 2021). 6685: 6594:Logistics and Supply Chain Management 6516:Chaudhuri, Arjun (14 February 2002). 6447: 6200: 6078: 6074: 6072: 6070: 6040: 6038: 6026: 6022: 6020: 6007:Iranian Journal of Management Studies 5979: 5870: 5868: 5800: 5798: 5796: 5770: 5768: 5766: 5764: 5762: 5602: 5567: 5487: 5485: 5483: 5379: 5377: 5375: 5373: 5371: 5369: 5367: 5365: 5363: 5361: 5205: 5069:A history of the world in six glasses 5040:"History of the Twinings Tea Company" 4852:"Rhetorical evolution of brand marks" 4480: 4320: 4285: 4077: 4075: 4073: 4071: 4069: 4067: 4065: 3984: 2463:The visual brand identity manual for 2252:" ("microcomputer" and "software"), " 2154:: completely made-up words, such as " 7148: 6776:Prencipe, Loretta W. (26 Feb 2001). 6715:. Merriam Associates. Archived from 5958:. Merriam Associates. Archived from 5954:Pearce, Robert (September 2, 2011). 4966:. The Silver Society. Archived from 4797: 4028: 4026: 4024: 4022: 4020: 3889:Common Language in Marketing Project 3430: 3419: 3387:Individual and organizational brands 2909:which offers inter-dental products, 2681: 2541:. Decisions about company names and 2469:Chermayeff & Geismar & Haviv 2418: 2090:: a name made of initials, such as " 2069:techniques is distinct to valuing a 2041:in relation to a brand name through 1910:. Five key components comprise IMC: 1833:Tiffany & Co.'s robin's egg blue 1730: 1580: 1282:Factories established following the 1037:Copper printing-plate including the 1010:, Tetturo of Lezoux and Cinnamus of 27:Identification for a good or service 6452:. New York: Free Press. p. 68. 6031:. New York City: McGraw Hill Irwin. 5980:Klara, Robert (22 September 2014). 5777:integrated marketing communications 5700: 5315:, Vol. 26 No. 3, 2009, pp. 175–184. 5281: 5108:The Rise and Fall of Mass Marketing 5013:Hibbert, Colette (1 October 2008). 4936:. Harvard University. pp. 1–3. 3991:The Journal of Egyptian Archaeology 3805:- technical term in brand designing 3508:Intellectual property infringements 3496: 3092:Attitude branding and iconic brands 2220:: taking names from myths, such as 1904:Integrated marketing communications 1886:Integrated marketing communications 1842:'s chimes provide a famous example. 759:, who are known to have engaged in 24: 7057:Kuehlwein, JP and Schaefer, Wolf. 6864:Crane, Frederick G. (2012-09-12). 6067: 6035: 6017: 5994:from the original on Mar 14, 2023. 5865: 5831:Belch, G. E., & Belch, M. A., 5793: 5759: 5480: 5358: 5153:, Clarendon Press, 1996, pp 20–21 4062: 2951: 2782:Brand extension and brand dilution 2510:for the company behind the brand. 1641: 1216:issued by the British government. 826:, brand communication (such as by 25: 8591: 7134:. 22 January 2013. Archived from 7096:. VentureRepublic. Archived from 6741:Handbook of Marketing and Finance 6201:McKee, Steve (October 13, 2014). 5325:Campbell, Colin L. (2015-06-03). 5136:, London, Kogan-Page, 2005, p. 3. 4551:, English Heritage, 2013, p. 433. 4017: 3907:Fahy, John; David Jobber (2015). 3822: 3309: 3270: 3259:simplicity. Examples include the 3155:(President, CEO, and Chairman of 2357: 1807: 1762:), which it used in the logo for 1014:) have been found as far away as 744:are sometimes distinguished from 7493: 7463: 7434: 7404: 7380: 7332: 7299: 7283:"AIESEC BLUE BOOK Brand Toolkit" 7275: 7251: 7206: 7188: 7171: 7132:"The 'no brand' brand – EMEASEE" 7124: 7111: 7086: 7073: 7064: 7051: 7038: 7015: 6950: 6925: 6884: 6857: 6830: 6800: 6769: 6731: 6704: 6700:from the original on 2020-12-16. 6679: 6640: 6614: 6610:. Pearson Education. p. 48. 6605: 6599: 6586: 6551: 6509: 6491:Color Research & Application 6482: 6456: 6441: 6395: 6370: 6350:"Sensory branding Sound effects" 6342: 6315: 6287: 6258: 5936:from the original on May 9, 2013 5071:. New York: Walker. p. 202. 4575:Journal of Roman Pottery Studies 3286:, which positions itself in the 2762:subbranding can be seen through 2616:brands in a negative light, and 2422: 2264:" ("voice", "data", "telephone") 2061:. Putting a value on a brand by 1030:silver dating from this period. 8192:Party platforms (or manifestos) 7511:from the original on 2020-09-28 7481:from the original on 2018-12-15 7306:Tadena, Nathalie (2014-07-15). 6710: 6194: 6179: 6137:Current Opinion in Neurobiology 6128: 6122:10.1016/j.ijinfomgt.2014.04.007 6101: 5998: 5973: 5947: 5922: 5895: 5838: 5825: 5743: 5730: 5631: 5596: 5561: 5534: 5521: 5453: 5416:The Science and Art of Branding 5402: 5388:. Pearson Education Australia. 5345: 5318: 5305: 5268: 5249: 5229: 5169: 5156: 5139: 5126: 5113: 5100: 5087: 5075: 5057: 5032: 5006: 4984: 4953: 4940: 4923: 4894: 4891:, Clarendon Press, 1996, p. 21. 4881: 4843: 4809:American Journal of Archaeology 4769: 4756: 4745:from the original on 2017-08-24 4727: 4702: 4689: 4680: 4645: 4622: 4613: 4580: 4567: 4554: 4541: 4506: 4493: 4474: 4461: 4448: 4435: 4422: 4349: 4314: 4279: 4254: 4053: 3735:List of defunct consumer brands 2846: 2588:International Business Machines 2532: 2487: 1769: 656: 7070:Schaefer and Kuehlwein, pg.174 6897:International Marketing Review 6657:American Marketing Association 6324:Journal of Consumer Psychology 6252:10.1016/j.ijresmar.2011.11.001 5930:"Brand Recognition Definition" 5531:, Vol. 11, No. 2, 2003 p. 151. 5507:10.1080/00913367.2005.10639213 4930:Dodd, E. C.; Kent, J. (1961). 4739:archeobologna.beniculturali.it 4208:Journal of Managerial Sciences 4095:American Marketing Association 3978: 3951: 3936: 3915: 3900: 3871:American Marketing Association 3864: 3839: 3816: 3522:Doppelgänger brand image (DBI) 2752: 2697:Multiproduct branding strategy 2478: 2414: 1182:on paper in the 13th century. 13: 1: 7442:"FUH2 | Fuck You And Your H2" 7083:. www.ueberbrands.com 02/2013 7048:. www.ueberbrands.com 12/2015 6083:(8th ed.). Mason, Ohio: 5889:10.1016/S0148-2963(98)00070-8 5652:10.1016/j.jbusres.2011.07.031 5605:Journal of Marketing Research 5570:Journal of Marketing Research 5313:Journal of Consumer Marketing 5300:Journal of Marketing Research 5296:Journal of Marketing Research 5123:, vol. 31, 2005, pp. 868–882. 5106:Tedlow, R. A. and Jones, G., 5082:"Oldest branding (packaging)" 4961:"Hallmarks on British Silver" 4776:Johnson, Ken (5 March 2015). 3810: 2598:re-branded its activities as 2501:according to Kenneth E Clow. 2342:created in December 2013 the 2311: 2019: 1346: 1126: 1050: 913:Archaeological Museum of Dion 8280:Rally 'round the flag effect 5877:Journal of Business Research 5845:Kapferer, Jean-Noël (1994). 5640:Journal of Business Research 5239:, 1st ed., BDD Books; 1991, 5121:Journal of Consumer Research 4471:, Longman, 1982, pp. 121–25. 4228:Starcevic, Sladjana (2015). 3883:. Retrieved 2011-06-29. The 3740:List of most valuable brands 3731:- a classification of brands 3709:- a classification of brands 2596:Werner Erhard and Associates 2514:diffusion of an innovation. 2332:of popular brands. See also 1115:Umbricius Scaurus of Pompeii 1106:appearing most prominently. 872: 7: 7411:Thia Shi Min (4 Sep 2013). 6778:"Changing the company name" 6537:10.1057/palgrave.bm.2540100 6525:Journal of Brand Management 6188:Computers in Human Behavior 5529:Journal of Brand Management 4596:Nelson-Atkins Museum of Art 4577:, vol. 16, 2016, pp. 77–92. 3652: 2618:Union Carbide India Limited 2260:" ("forever" and "note"), " 1454: 1395:in the early 20th century, 888:, meaning "torch", from an 10: 8596: 6463:Farhana, Mosarrat (2014). 6336:10.1016/j.jcps.2011.09.005 6149:10.1016/j.conb.2004.03.015 6079:Shimp, Terence A. (2009). 5904:Psychology & Marketing 5412:"1: The Brand as a System" 5302:, Vol. 36 No. 1, pp. 45–57 3574:Pepsi logo as an obese man 3525: 3500: 3470: 3434: 3423: 3313: 3274: 3182:were copied into matching 2981: 2955: 2785: 2738: 2685: 2635: 2624:in 1994 subsequent to the 2525: 2304:, for example, has become 1879: 1774:Unlike brand recognition, 1645: 1474: 1471:Brand names and trademarks 1299:, where the consumers buy 1096:Carbonized loaves of bread 898: 415:Promotional representative 36: 29: 8474: 8419: 8351: 8293: 8225: 8142: 8059: 8011: 7901: 7812: 7739: 7629: 7621:Manipulation (psychology) 7563: 7374:10.1509/jmkg.2006.70.1.50 7028:Journal of Brand Strategy 5775:Chitty, Williams (2005). 5668:Brakus, J. Josko (2009). 5555:10.1108/10610421011033467 5262:December 6, 2006, at the 5182:. BoD – Books on Demand. 5084:. Guinness World Records. 4710:"Latin Words and Phrases" 4654:Journal of Macromarketing 4527:10.1017/S0003581500062922 4445:, Oxford, UK, Oxbow, 2012 4408:10.1080/00076790802106299 4323:Journal of Macromarketing 4288:Journal of Macromarketing 4176:Oxford English Dictionary 4047:10.1108/10610420810856468 4003:10.1177/03075133221130094 3379:stocks frame designed by 2978:Private branding strategy 2622:Eveready Industries India 2352:Open Knowledge Foundation 2340:Open Knowledge Foundation 2284:is a brand name that has 1467:, takes time to produce. 7799:Criticism of advertising 6910:10.1108/IMR-04-2022-0099 6655:(6). Chicago, Illinois: 6423:Neumeier, Marty (2004). 5807:Psychology and Marketing 5176:Burger, Michael (2012). 4666:10.1177/0276146709352219 4093:(1). Chicago, Illinois: 3962:. Dunedin, New Zealand: 3958:Wheeler, Harold (1946). 3943:Aaker, David A. (1991). 3909:Foundations of Marketing 3528:Doppelgänger brand image 3397:non-profit organizations 2582:bought and incorporated 2578:originated in 1986 when 2505:Expanding role of brands 2059:Kellogg's Frosted Flakes 1890:Marketing communications 1784:spontaneous brand recall 1687:Most companies aim for " 1531:Corporate brand identity 842:, and various branding ( 8461:Promotional merchandise 8172:Character assassination 8109:Narcotizing dysfunction 7983:Photograph manipulation 7696:Guerrilla communication 6963:Harvard Business Review 6425:The Dictionary of Brand 6378:"MerriamAssociates.com" 6268:The Journal of Business 6049:. Hoboken, New Jersey: 5386:Principles of marketing 5384:Kotler, Philip (2009). 4948:Byzantine Silver Stamps 4933:Byzantine Silver Stamps 4515:The Antiquaries Journal 4335:10.1177/027467022001009 4300:10.1177/027467022001009 3799:- a marketing technique 3792:Product differentiation 3765:- a marketing technique 3677:- a marketing technique 3592:International Standards 3343:Designer Private Labels 3100:of the product at all. 3036:Mixed branding strategy 2829:to a restaurant guide, 1985:social networking sites 1699:unaided brand awareness 1417:television in the 1930s 1382:Philip Morris Companies 991:packaging, and labeling 848:product differentiation 410:Promotional merchandise 395:Out-of-home advertising 184:Account-based marketing 39:Marque (disambiguation) 8444:Product demonstrations 7873:Historical negationism 7346:on September 21, 2014. 6450:Building Strong Brands 6203:"Branding Made Simple" 5916:10.1002/mar.4220090402 5851:. Simon and Schuster. 5819:10.1002/mar.4220090402 5495:Journal of Advertising 3548: 3542: 3442:Crowd sourced branding 3187: 3161: 2892:Multibranding strategy 2825:to shoes and watches, 2741:Product line extension 2735:Product line extension 2586:; and the newly named 2472: 2384: 2308:with the word "copy". 2067:marketing mix modeling 2043:trademark registration 2029: 2015:Global brand variables 1882:Advertising management 1872: 1854:Kentucky Fried Chicken 1794:Marketing-mix modeling 1511: 1352: 1252: 1248:Guinness World Records 1219:Guinness World Records 1205: 1158: 1118: 1083: 1042: 986: 925:ancient Egyptian tombs 916: 219:Horizontal integration 67: 52: 32:Brand (disambiguation) 8376:Reputation management 8295:Psychological warfare 8144:Political campaigning 7953:Firehose of falsehood 7182:Sydney Morning Herald 6870:. SAGE Publications. 6448:Aaker, David (1996). 5686:10.1509/jmkg.73.3.052 4247:10.5937/markt1503179S 3945:Managing Brand Equity 3803:Visual brand language 3724:Global Brand Database 3471:Further information: 3450:Personalized branding 3401:Amnesty International 3314:Further information: 3275:Further information: 3166: 3148: 3042:Elizabeth Arden, Inc. 2837:to personal hygiene. 2774:and higher-end line, 2747:Campbell Soup Company 2526:Further information: 2462: 2455:Visual brand identity 2381: 2027: 1993:social-media campaign 1894:Promotion (marketing) 1880:Further information: 1870: 1713:aided brand awareness 1703:spontaneous awareness 1492: 1475:Further information: 1447:cultural anthropology 1365:James Walter Thompson 1344: 1284:Industrial Revolution 1240: 1200: 1156: 1112: 1081: 1036: 984: 938:Harappan civilization 906: 639:Visual brand language 405:Product demonstration 257:Corporate anniversary 58: 47: 8565:Communication design 8560:Branding terminology 8411:Corporate propaganda 7362:Journal of Marketing 7149:Pont, Simon (2013). 6649:Journal of Marketing 6560:Journal of Marketing 6027:Belch, G.E. (2012). 5738:Marketing Principles 5713:Marketing Management 5674:Journal of Marketing 5353:Marketing Principles 4358:Current Anthropology 4087:Journal of Marketing 3985:Karev, Ella (2022). 3713:Imprint (trade name) 3488:Destination branding 3405:Habitat for Humanity 3323:brands, also called 2903:Head & Shoulders 2899:Procter & Gamble 2872:Brand Collaborations 2863:Procter & Gamble 2077:Types of brand names 1780:unaided brand recall 1724:unique selling point 1361:advertising agencies 1355:By the early 1900s, 1192:silver-makers' marks 978:practices operated. 857:carefully to create 420:Visual merchandising 350:Behavioral targeting 224:Vertical integration 204:Influencer marketing 30:For other uses, see 8499:Media concentration 8371:Non-apology apology 8361:Cult of personality 8089:Emotive conjugation 7843:Burying of scholars 7312:Wall Street Journal 7237:Wall Street Journal 7153:. London, England: 7138:on 22 January 2013. 6997:. London, England: 6592:Martin, C. (2011), 6403:"Open Product Data" 5257:Newmediagroup.co.uk 4467:Peacock, D. C. S., 3409:World Wildlife Fund 3367:has teamed up with 3333:Marks & Spencer 3298:Social media brands 3251:"No-brand" branding 3124:. In the 1999 book 2724:Church & Dwight 2638:Individual branding 2632:Individual branding 2522:Branding strategies 1970:customer experience 1876:Brand communication 1719:Strategic awareness 1621:market intelligence 1411:began to appear on 1308:Quaker Oats Company 1228:Lyle's Golden Syrup 967:ancient Mesopotamia 370:In-game advertising 360:Display advertising 236:Promotional content 8580:Product management 8482:Influence-for-hire 8275:National mythology 8245:Crowd manipulation 8134:Tabloid journalism 8003:Video manipulation 7948:Fictitious entries 7671:Civil disobedience 7557:Media manipulation 6665:10.1509/jm.10.0406 5237:Soap Opera History 5151:Trademark Dilution 4992:"IPO trade mark 1" 4904:(3 October 2011). 4889:Trademark Dilution 4783:The New York Times 4083:Keller, Kevin Lane 3960:The Miracle Of Man 3894:2019-04-05 at the 3879:2012-06-11 at the 3665:Brand architecture 3562:Examples include: 3188: 2600:Landmark Education 2554:Black & Decker 2539:brand architecture 2473: 2434:. You can help by 2385: 2324:, the subtypes of 2053:toilet tissue and 2039:proprietary rights 2030: 1873: 1740:aided brand recall 1681:aided brand recall 1673:spontaneous recall 1512: 1413:radio in the 1920s 1353: 1253: 1206: 1165:. In the European 1159: 1119: 1084: 1043: 987: 921:branding livestock 917: 761:livestock branding 453:Marketing research 390:Online advertising 380:Native advertising 375:Mobile advertising 327:Sex in advertising 144:Consumer behaviour 68: 53: 8575:Intangible assets 8537: 8536: 8303:Airborne leaflets 8182:Election promises 8036:Product placement 7911:Alternative facts 7651:Alternative media 7164:978-0-7494-6621-3 7008:978-0-7494-7003-6 6877:978-1-4522-8918-2 6850:978-1-136-62709-5 6751:978-1-84980-604-6 6606:Clow, Kenneth E. 6503:10.1002/col.20594 6434:978-1-884081-06-4 6407:Open Product Data 6211:. New York City: 6094:978-81-315-1652-2 6060:978-0-470-31992-5 5858:978-0-02-917045-8 5723:978-0-13-210292-6 5716:. Prentice Hall. 5473:978-1-4129-7382-3 5425:978-1-317-45467-0 5395:978-1-4425-0041-9 5338:978-3-319-18687-0 5255:Pierce, Mildred, 5235:Copeland, M. A., 5222:978-0-676-97282-5 5189:978-3-8482-2850-8 5095:CGR Working Paper 4865:978-1-78536-542-3 4272:978-88-6453-636-1 3947:. The Free Press. 3753:Open-source brand 3437:Employer branding 3431:Employer branding 3426:Personal branding 3420:Personal branding 3361:Collette Dinnigan 3140:Ben & Jerry's 2682:Challenger brands 2452: 2451: 2238:Lord of the Fries 1736:Brand recognition 1731:Brand recognition 1709:Brand recognition 1677:brand recognition 1617:brand orientation 1586:Brand personality 1581:Brand personality 1500:Spencerian script 1435:consumer research 1391:With the rise of 1261:Industrialization 944:came into use in 859:shareholder value 807:'s stage names. 801:political parties 757:ancient Egyptians 718: 717: 624:Perceived quality 501: 500: 463:Consumer research 344:Promotional media 332:Underwriting spot 307:Product placement 287:On-hold messaging 277:Loyalty marketing 194:Product marketing 189:Digital marketing 16:(Redirected from 8587: 8550:Brand management 8529:Media proprietor 8353:Public relations 8333:Public diplomacy 8318:Information (IT) 8197:Name recognition 7822:Media regulation 7804:Annoyance factor 7661:Call-out culture 7576:Crowd psychology 7550: 7543: 7536: 7527: 7526: 7521: 7520: 7518: 7516: 7497: 7491: 7490: 7488: 7486: 7467: 7461: 7460: 7458: 7457: 7448:. 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Archived from 7287: 7279: 7273: 7272: 7270: 7269: 7255: 7249: 7248: 7246: 7245: 7228: 7222: 7221: 7220:on Jan 18, 2015. 7210: 7204: 7203: 7202:on Sep 24, 2020. 7192: 7186: 7185:7 September 2014 7175: 7169: 7168: 7146: 7140: 7139: 7128: 7122: 7115: 7109: 7108: 7106: 7105: 7090: 7084: 7077: 7071: 7068: 7062: 7055: 7049: 7042: 7036: 7035: 7019: 7013: 7012: 6990: 6981: 6980: 6978: 6977: 6954: 6948: 6947: 6945: 6944: 6938:The Conversation 6929: 6923: 6922: 6912: 6888: 6882: 6881: 6861: 6855: 6854: 6834: 6828: 6827: 6821: 6819: 6804: 6798: 6797: 6791: 6789: 6773: 6767: 6766: 6760: 6758: 6735: 6729: 6728: 6726: 6724: 6708: 6702: 6701: 6699: 6692: 6683: 6677: 6676: 6644: 6638: 6637: 6635: 6633: 6618: 6612: 6611: 6603: 6597: 6590: 6584: 6583: 6555: 6549: 6548: 6522: 6513: 6507: 6506: 6486: 6480: 6479: 6469: 6460: 6454: 6453: 6445: 6439: 6438: 6420: 6411: 6410: 6399: 6393: 6392: 6390: 6389: 6374: 6368: 6367: 6365: 6363: 6346: 6340: 6339: 6319: 6313: 6312: 6310: 6308: 6291: 6285: 6284: 6262: 6256: 6255: 6233: 6224: 6223: 6221: 6219: 6198: 6192: 6191: 6183: 6177: 6176: 6132: 6126: 6125: 6105: 6099: 6098: 6085:Cengage Learning 6076: 6065: 6064: 6042: 6033: 6032: 6024: 6015: 6014: 6002: 5996: 5995: 5985: 5977: 5971: 5970: 5968: 5967: 5951: 5945: 5944: 5942: 5941: 5932:. Investopedia. 5926: 5920: 5919: 5899: 5893: 5892: 5872: 5863: 5862: 5842: 5836: 5829: 5823: 5822: 5802: 5791: 5790: 5772: 5757: 5747: 5741: 5734: 5728: 5727: 5707: 5698: 5697: 5665: 5656: 5655: 5635: 5629: 5628: 5600: 5594: 5593: 5565: 5559: 5558: 5538: 5532: 5525: 5519: 5518: 5489: 5478: 5477: 5457: 5451: 5450: 5433: 5432: 5406: 5400: 5399: 5381: 5356: 5349: 5343: 5342: 5322: 5316: 5309: 5303: 5292: 5279: 5272: 5266: 5253: 5247: 5233: 5227: 5226: 5203: 5194: 5193: 5173: 5167: 5160: 5154: 5143: 5137: 5130: 5124: 5117: 5111: 5104: 5098: 5091: 5085: 5079: 5073: 5072: 5061: 5055: 5054: 5052: 5050: 5036: 5030: 5029: 5027: 5025: 5010: 5004: 5003: 5001: 4999: 4988: 4982: 4981: 4979: 4978: 4972: 4965: 4957: 4951: 4944: 4938: 4937: 4927: 4921: 4920: 4918: 4916: 4898: 4892: 4885: 4879: 4878: 4873: 4872: 4847: 4841: 4840: 4804: 4795: 4794: 4792: 4790: 4773: 4767: 4760: 4754: 4753: 4751: 4750: 4731: 4725: 4724: 4716:. Archived from 4706: 4700: 4693: 4687: 4684: 4678: 4677: 4649: 4643: 4642: 4626: 4620: 4617: 4611: 4610: 4608: 4607: 4598:. Archived from 4584: 4578: 4571: 4565: 4558: 4552: 4545: 4539: 4538: 4510: 4504: 4497: 4491: 4490: 4478: 4472: 4465: 4459: 4452: 4446: 4439: 4433: 4426: 4420: 4419: 4396:Business History 4391: 4382: 4381: 4353: 4347: 4346: 4318: 4312: 4311: 4283: 4277: 4276: 4258: 4252: 4251: 4249: 4225: 4216: 4215: 4205: 4196: 4185: 4184: 4181:Internet Archive 4167: 4161: 4160: 4158: 4157: 4141: 4135: 4134: 4124: 4115: 4114: 4079: 4060: 4057: 4051: 4050: 4030: 4015: 4014: 3997:(1–2): 191–203. 3982: 3976: 3975: 3955: 3949: 3948: 3940: 3934: 3933: 3931: 3930: 3919: 3913: 3912: 3904: 3898: 3868: 3862: 3861: 3859: 3858: 3849:. Archived from 3843: 3837: 3836: 3834: 3832: 3823:Haigh, Richard. 3820: 3697:Brand protection 3692:Brand management 3670:Brand engagement 3660:Brand ambassador 3551: 3545: 3516:Brand protection 3510:, in particular 3503:Brand protection 3497:Brand protection 3365:Target Australia 3002:Ralcorp Holdings 2972:Virgin Australia 2800:, home textile, 2728:Arm & Hammer 2688:Challenger brand 2528:Brand management 2447: 2444: 2426: 2419: 2330:special editions 1926:Public relations 1923:Personal selling 1920:Direct marketing 1917:Sales promotions 1671:or occasionally 1613:brand management 1596:brand experience 1485:Trademark symbol 1386:Kraft Foods Inc. 1351: 1348: 1326:chewing gum and 1241:A tin of Lyle's 1131: 1128: 1055: 1052: 976:brand management 963:urban revolution 844:brand management 710: 703: 696: 507:Brand management 503: 502: 493: 486: 479: 458:Mystery shopping 355:Brand ambassador 292:Personal selling 282:Mobile marketing 262:Direct marketing 247:Ambush marketing 214:Annoyance factor 199:Social marketing 149:Consumer culture 129:Brand management 70: 69: 21: 8595: 8594: 8590: 8589: 8588: 8586: 8585: 8584: 8540: 8539: 8538: 8533: 8524:Media influence 8519:Media franchise 8504:Media democracy 8470: 8415: 8347: 8289: 8270:Loaded language 8221: 8138: 8055: 8007: 7897: 7826: 7808: 7735: 7676:Culture jamming 7625: 7559: 7554: 7524: 7514: 7512: 7499: 7498: 7494: 7484: 7482: 7469: 7468: 7464: 7455: 7453: 7440: 7439: 7435: 7426: 7424: 7409: 7405: 7396: 7394: 7386: 7385: 7381: 7358: 7351: 7338: 7337: 7333: 7324: 7322: 7304: 7300: 7292: 7285: 7281: 7280: 7276: 7267: 7265: 7257: 7256: 7252: 7243: 7241: 7230: 7229: 7225: 7212: 7211: 7207: 7194: 7193: 7189: 7176: 7172: 7165: 7147: 7143: 7130: 7129: 7125: 7116: 7112: 7103: 7101: 7092: 7091: 7087: 7079:Kuehlwein, JP. 7078: 7074: 7069: 7065: 7056: 7052: 7044:Kuehlwein, JP. 7043: 7039: 7020: 7016: 7009: 6991: 6984: 6975: 6973: 6955: 6951: 6942: 6940: 6930: 6926: 6889: 6885: 6878: 6862: 6858: 6851: 6835: 6831: 6817: 6815: 6810:(31 Aug 2009). 6805: 6801: 6787: 6785: 6774: 6770: 6756: 6754: 6752: 6736: 6732: 6722: 6720: 6719:on May 20, 2013 6709: 6705: 6697: 6690: 6684: 6680: 6645: 6641: 6631: 6629: 6619: 6615: 6604: 6600: 6591: 6587: 6572:10.2307/1251914 6556: 6552: 6520: 6514: 6510: 6487: 6483: 6467: 6461: 6457: 6446: 6442: 6435: 6421: 6414: 6401: 6400: 6396: 6387: 6385: 6376: 6375: 6371: 6361: 6359: 6348: 6347: 6343: 6320: 6316: 6306: 6304: 6293: 6292: 6288: 6263: 6259: 6234: 6227: 6217: 6215: 6213:Bloomberg, L.P. 6199: 6195: 6184: 6180: 6133: 6129: 6106: 6102: 6095: 6077: 6068: 6061: 6043: 6036: 6025: 6018: 6003: 5999: 5978: 5974: 5965: 5963: 5952: 5948: 5939: 5937: 5928: 5927: 5923: 5900: 5896: 5873: 5866: 5859: 5843: 5839: 5830: 5826: 5803: 5794: 5787: 5773: 5760: 5748: 5744: 5735: 5731: 5724: 5708: 5701: 5666: 5659: 5636: 5632: 5617:10.2307/3151914 5601: 5597: 5582:10.2307/3151897 5566: 5562: 5539: 5535: 5526: 5522: 5490: 5481: 5474: 5458: 5454: 5430: 5428: 5426: 5407: 5403: 5396: 5382: 5359: 5350: 5346: 5339: 5323: 5319: 5310: 5306: 5293: 5282: 5273: 5269: 5264:Wayback Machine 5254: 5250: 5234: 5230: 5223: 5204: 5197: 5190: 5174: 5170: 5161: 5157: 5144: 5140: 5131: 5127: 5118: 5114: 5105: 5101: 5092: 5088: 5080: 5076: 5062: 5058: 5048: 5046: 5038: 5037: 5033: 5023: 5021: 5011: 5007: 4997: 4995: 4990: 4989: 4985: 4976: 4974: 4970: 4963: 4959: 4958: 4954: 4945: 4941: 4928: 4924: 4914: 4912: 4902:Colapinto, John 4899: 4895: 4886: 4882: 4870: 4868: 4866: 4848: 4844: 4805: 4798: 4788: 4786: 4774: 4770: 4761: 4757: 4748: 4746: 4733: 4732: 4728: 4720:on 2017-08-24. 4708: 4707: 4703: 4694: 4690: 4685: 4681: 4650: 4646: 4627: 4623: 4618: 4614: 4605: 4603: 4585: 4581: 4572: 4568: 4559: 4555: 4546: 4542: 4511: 4507: 4498: 4494: 4479: 4475: 4466: 4462: 4453: 4449: 4440: 4436: 4427: 4423: 4392: 4385: 4354: 4350: 4319: 4315: 4284: 4280: 4273: 4259: 4255: 4226: 4219: 4203: 4197: 4188: 4169: 4168: 4164: 4155: 4153: 4150:Merriam-Webster 4143: 4142: 4138: 4126: 4125: 4118: 4103:10.2307/1252054 4080: 4063: 4058: 4054: 4031: 4018: 3983: 3979: 3956: 3952: 3941: 3937: 3928: 3926: 3921: 3920: 3916: 3905: 3901: 3896:Wayback Machine 3881:Wayback Machine 3869: 3865: 3856: 3854: 3845: 3844: 3840: 3830: 3828: 3827:. Brand Finance 3821: 3817: 3813: 3808: 3775:Return on brand 3729:Lifestyle brand 3702:Brand valuation 3681:Brand licensing 3675:Brand extension 3655: 3594: 3546:('double') and 3530: 3524: 3505: 3499: 3490: 3478:Nation branding 3475: 3469: 3452: 3444: 3439: 3433: 3428: 3422: 3389: 3381:Peter Morrissey 3318: 3312: 3300: 3279: 3273: 3253: 3201:Harley-Davidson 3094: 3038: 2986: 2980: 2960: 2954: 2952:Fighting brands 2945:Cannibalization 2894: 2874: 2790: 2788:Brand extension 2784: 2776:Porsche Carrera 2772:Porsche Boxster 2755: 2743: 2737: 2699: 2690: 2684: 2640: 2634: 2626:Bhopal disaster 2569:Cadbury Fingers 2535: 2530: 2524: 2507: 2490: 2481: 2457: 2448: 2442: 2439: 2432:needs expansion 2417: 2360: 2334:brand extension 2314: 2217:personification 2180:Hewlett-Packard 2176:founders' names 2079: 2063:brand valuation 2022: 2017: 1987:(SNSs) such as 1896: 1878: 1810: 1802:brand valuation 1778:(also known as 1772: 1733: 1711:(also known as 1697:(also known as 1679:(also known as 1667:(also known as 1653:Brand awareness 1650: 1648:Brand awareness 1644: 1642:Brand awareness 1628:target audience 1583: 1533: 1487: 1473: 1457: 1349: 1316:Campbell's soup 1224:Tate & Lyle 1175:merchant guilds 1129: 1054: 1100 BCE 1053: 901: 875: 863:Brand valuation 836:brand awareness 714: 614:Differentiation 596:Verbal Identity 581:Lifestyle brand 497: 468: 467: 448:Market research 443: 435: 434: 345: 337: 336: 322:Sales promotion 237: 229: 228: 124:Brand licensing 94: 42: 35: 28: 23: 22: 15: 12: 11: 5: 8593: 8583: 8582: 8577: 8572: 8570:Graphic design 8567: 8562: 8557: 8552: 8535: 8534: 8532: 8531: 8526: 8521: 8516: 8511: 8506: 8501: 8496: 8495: 8494: 8484: 8478: 8476: 8472: 8471: 8469: 8468: 8463: 8458: 8457: 8456: 8446: 8441: 8436: 8431: 8425: 8423: 8417: 8416: 8414: 8413: 8408: 8403: 8401:Understatement 8398: 8393: 8388: 8383: 8378: 8373: 8368: 8363: 8357: 8355: 8349: 8348: 8346: 8345: 8340: 8335: 8330: 8325: 8320: 8315: 8310: 8305: 8299: 8297: 8291: 8290: 8288: 8287: 8282: 8277: 8272: 8267: 8265:Indoctrination 8262: 8257: 8252: 8250:Disinformation 8247: 8242: 8237: 8231: 8229: 8223: 8222: 8220: 8219: 8214: 8212:Smear campaign 8209: 8204: 8199: 8194: 8189: 8184: 8179: 8174: 8169: 8164: 8159: 8154: 8148: 8146: 8140: 8139: 8137: 8136: 8131: 8129:Sensationalism 8126: 8121: 8116: 8111: 8106: 8101: 8096: 8091: 8086: 8081: 8076: 8071: 8069:Agenda-setting 8065: 8063: 8057: 8056: 8054: 8053: 8048: 8043: 8038: 8033: 8028: 8023: 8017: 8015: 8009: 8008: 8006: 8005: 8000: 7995: 7990: 7985: 7980: 7975: 7970: 7965: 7960: 7955: 7950: 7945: 7943:False document 7940: 7935: 7934: 7933: 7923: 7918: 7913: 7907: 7905: 7899: 7898: 7896: 7895: 7890: 7885: 7880: 7875: 7870: 7865: 7860: 7855: 7850: 7848:Catch and kill 7845: 7840: 7835: 7829: 7827: 7825: 7824: 7819: 7813: 7810: 7809: 7807: 7806: 7801: 7796: 7791: 7786: 7781: 7776: 7771: 7766: 7761: 7756: 7751: 7745: 7743: 7737: 7736: 7734: 7733: 7728: 7723: 7718: 7713: 7708: 7703: 7698: 7693: 7688: 7683: 7681:Demonstrations 7678: 7673: 7668: 7666:Cancel culture 7663: 7658: 7653: 7648: 7647: 7646: 7635: 7633: 7627: 7626: 7624: 7623: 7618: 7613: 7608: 7603: 7598: 7593: 7588: 7583: 7578: 7573: 7567: 7565: 7561: 7560: 7553: 7552: 7545: 7538: 7530: 7523: 7522: 7492: 7462: 7433: 7423:on Sep 7, 2013 7417:DesignTAXI.com 7403: 7379: 7349: 7331: 7298: 7295:on 2017-06-25. 7274: 7250: 7223: 7205: 7187: 7170: 7163: 7141: 7123: 7121:, 2006. pg.216 7110: 7085: 7072: 7063: 7050: 7037: 7014: 7007: 7001:. p. 17. 6982: 6949: 6924: 6883: 6876: 6856: 6849: 6829: 6799: 6768: 6750: 6730: 6703: 6678: 6639: 6613: 6598: 6585: 6550: 6508: 6481: 6455: 6440: 6433: 6412: 6394: 6369: 6341: 6314: 6286: 6281:10.1086/296297 6257: 6225: 6208:Bloomberg News 6193: 6178: 6143:(2): 198–202. 6127: 6100: 6093: 6066: 6059: 6034: 6016: 5997: 5972: 5946: 5921: 5910:(4): 263–274. 5894: 5864: 5857: 5837: 5824: 5792: 5785: 5758: 5742: 5729: 5722: 5699: 5657: 5630: 5595: 5576:(3): 347–356. 5560: 5533: 5520: 5479: 5472: 5452: 5442:Brand identity 5438:brand identity 5424: 5401: 5394: 5357: 5344: 5337: 5317: 5304: 5280: 5267: 5248: 5228: 5221: 5195: 5188: 5168: 5155: 5138: 5125: 5112: 5099: 5086: 5074: 5056: 5031: 5005: 4983: 4952: 4939: 4922: 4910:The New Yorker 4906:"Famous Names" 4893: 4880: 4864: 4842: 4821:10.2307/504744 4815:(4): 557–566. 4796: 4768: 4755: 4726: 4701: 4688: 4679: 4644: 4621: 4612: 4579: 4566: 4553: 4540: 4505: 4492: 4473: 4460: 4447: 4434: 4421: 4383: 4370:10.1086/523676 4348: 4313: 4278: 4271: 4253: 4240:(3): 179–196. 4217: 4186: 4162: 4136: 4116: 4061: 4059:ranchhod, 2004 4052: 4016: 3977: 3966:. p. 84. 3964:Longacre Press 3950: 3935: 3914: 3911:. McGraw-Hill. 3899: 3863: 3838: 3814: 3812: 3809: 3807: 3806: 3800: 3797:Umbrella brand 3794: 3789: 3784: 3778: 3772: 3766: 3760: 3755: 3750: 3742: 3737: 3732: 3726: 3721: 3716: 3710: 3704: 3699: 3694: 3689: 3684: 3678: 3672: 3667: 3662: 3656: 3654: 3651: 3650: 3649: 3643: 3633: 3632: 3619: 3593: 3590: 3585: 3584: 3577: 3572:Parody of the 3570: 3526:Main article: 3523: 3520: 3512:counterfeiting 3501:Main article: 3498: 3495: 3489: 3486: 3482:place branding 3473:Place branding 3468: 3465: 3451: 3448: 3443: 3440: 3435:Main article: 3432: 3429: 3424:Main article: 3421: 3418: 3388: 3385: 3369:Dannii Minogue 3311: 3310:Private labels 3308: 3299: 3296: 3277:Derived demand 3272: 3271:Derived brands 3269: 3252: 3249: 3248: 3247: 3244: 3241: 3238: 3235: 3232: 3229: 3221: 3220: 3217: 3214: 3211: 3173:Diet Coca-Cola 3153:Howard Schultz 3093: 3090: 3037: 3034: 2982:Main article: 2979: 2976: 2956:Main article: 2953: 2950: 2893: 2890: 2873: 2870: 2810:Kimberly-Clark 2786:Main article: 2783: 2780: 2759:umbrella brand 2754: 2751: 2739:Main article: 2736: 2733: 2698: 2695: 2686:Main article: 2683: 2680: 2636:Main article: 2633: 2630: 2534: 2531: 2523: 2520: 2506: 2503: 2489: 2486: 2480: 2477: 2467:(developed by 2456: 2453: 2450: 2449: 2429: 2427: 2416: 2413: 2412: 2411: 2407: 2403: 2399: 2396: 2392: 2359: 2358:Brand identity 2356: 2320:chocolates by 2313: 2310: 2278:designer jeans 2266: 2265: 2241: 2229: 2213: 2199: 2173: 2163: 2147: 2133: 2130:Dunkin' Donuts 2126:Reese's Pieces 2113: 2099: 2078: 2075: 2055:Tony the Tiger 2021: 2018: 2016: 2013: 1977:business world 1954: 1953: 1950: 1946: 1943: 1939: 1928: 1927: 1924: 1921: 1918: 1915: 1877: 1874: 1865: 1864: 1857: 1850: 1849:is trademarked 1843: 1836: 1829: 1826: 1823: 1820: 1817: 1809: 1808:Brand elements 1806: 1798:value creation 1771: 1768: 1732: 1729: 1728: 1727: 1716: 1706: 1692: 1669:unaided recall 1646:Main article: 1643: 1640: 1582: 1579: 1554: 1553: 1550: 1547: 1544: 1532: 1529: 1504:contour bottle 1477:Product naming 1472: 1469: 1456: 1453: 1359:publications, 1332:Ben's Original 1147: 1146: 1143: 1140: 1137: 1125:) in Pompeii, 1092:titulus pictus 1072:printing plate 1020:Hadrian's Wall 999:ancient Greece 942:cylinder seals 900: 897: 883:Middle English 874: 871: 867:monetary value 824:product design 716: 715: 713: 712: 705: 698: 690: 687: 686: 685: 684: 679: 674: 669: 664: 659: 651: 650: 644: 643: 642: 641: 636: 631: 626: 621: 616: 608: 607: 601: 600: 599: 598: 593: 588: 583: 578: 573: 568: 563: 558: 550: 549: 543: 542: 541: 540: 535: 533:Implementation 530: 525: 517: 516: 510: 509: 499: 498: 496: 495: 488: 481: 473: 470: 469: 466: 465: 460: 455: 450: 444: 441: 440: 437: 436: 433: 432: 427: 422: 417: 412: 407: 402: 397: 392: 387: 382: 377: 372: 367: 365:Drip marketing 362: 357: 352: 346: 343: 342: 339: 338: 335: 334: 329: 324: 319: 314: 309: 304: 299: 294: 289: 284: 279: 274: 269: 264: 259: 254: 249: 244: 238: 235: 234: 231: 230: 227: 226: 221: 216: 211: 206: 201: 196: 191: 186: 181: 176: 171: 166: 161: 156: 151: 146: 141: 139:Communications 136: 131: 126: 121: 116: 111: 106: 101: 95: 92: 91: 88: 87: 86: 85: 77: 76: 26: 9: 6: 4: 3: 2: 8592: 8581: 8578: 8576: 8573: 8571: 8568: 8566: 8563: 8561: 8558: 8556: 8553: 8551: 8548: 8547: 8545: 8530: 8527: 8525: 8522: 8520: 8517: 8515: 8512: 8510: 8509:Media ecology 8507: 8505: 8502: 8500: 8497: 8493: 8492:United States 8490: 8489: 8488: 8485: 8483: 8480: 8479: 8477: 8473: 8467: 8466:Telemarketing 8464: 8462: 8459: 8455: 8452: 8451: 8450: 8447: 8445: 8442: 8440: 8437: 8435: 8432: 8430: 8427: 8426: 8424: 8422: 8418: 8412: 8409: 8407: 8404: 8402: 8399: 8397: 8394: 8392: 8389: 8387: 8384: 8382: 8379: 8377: 8374: 8372: 8369: 8367: 8364: 8362: 8359: 8358: 8356: 8354: 8350: 8344: 8341: 8339: 8336: 8334: 8331: 8329: 8326: 8324: 8321: 8319: 8316: 8314: 8311: 8309: 8306: 8304: 8301: 8300: 8298: 8296: 8292: 8286: 8283: 8281: 8278: 8276: 8273: 8271: 8268: 8266: 8263: 8261: 8258: 8256: 8255:Fearmongering 8253: 8251: 8248: 8246: 8243: 8241: 8238: 8236: 8233: 8232: 8230: 8228: 8224: 8218: 8215: 8213: 8210: 8208: 8205: 8203: 8200: 8198: 8195: 8193: 8190: 8188: 8185: 8183: 8180: 8178: 8175: 8173: 8170: 8168: 8165: 8163: 8160: 8158: 8155: 8153: 8150: 8149: 8147: 8145: 8141: 8135: 8132: 8130: 8127: 8125: 8122: 8120: 8117: 8115: 8112: 8110: 8107: 8105: 8102: 8100: 8097: 8095: 8094:False balance 8092: 8090: 8087: 8085: 8082: 8080: 8077: 8075: 8072: 8070: 8067: 8066: 8064: 8062: 8058: 8052: 8051:Word of mouth 8049: 8047: 8044: 8042: 8039: 8037: 8034: 8032: 8029: 8027: 8024: 8022: 8019: 8018: 8016: 8014: 8010: 8004: 8001: 7999: 7996: 7994: 7991: 7989: 7986: 7984: 7981: 7979: 7976: 7974: 7971: 7969: 7966: 7964: 7961: 7959: 7956: 7954: 7951: 7949: 7946: 7944: 7941: 7939: 7936: 7932: 7929: 7928: 7927: 7924: 7922: 7919: 7917: 7914: 7912: 7909: 7908: 7906: 7904: 7900: 7894: 7891: 7889: 7886: 7884: 7881: 7879: 7876: 7874: 7871: 7869: 7866: 7864: 7861: 7859: 7856: 7854: 7851: 7849: 7846: 7844: 7841: 7839: 7838:Broadcast law 7836: 7834: 7831: 7830: 7828: 7823: 7820: 7818: 7815: 7814: 7811: 7805: 7802: 7800: 7797: 7795: 7792: 7790: 7787: 7785: 7782: 7780: 7777: 7775: 7772: 7770: 7767: 7765: 7762: 7760: 7757: 7755: 7752: 7750: 7747: 7746: 7744: 7742: 7738: 7732: 7729: 7727: 7724: 7722: 7719: 7717: 7714: 7712: 7709: 7707: 7704: 7702: 7699: 7697: 7694: 7692: 7689: 7687: 7686:Deplatforming 7684: 7682: 7679: 7677: 7674: 7672: 7669: 7667: 7664: 7662: 7659: 7657: 7654: 7652: 7649: 7645: 7642: 7641: 7640: 7637: 7636: 7634: 7632: 7628: 7622: 7619: 7617: 7614: 7612: 7609: 7607: 7604: 7602: 7599: 7597: 7594: 7592: 7591:False balance 7589: 7587: 7584: 7582: 7579: 7577: 7574: 7572: 7569: 7568: 7566: 7562: 7558: 7551: 7546: 7544: 7539: 7537: 7532: 7531: 7528: 7510: 7506: 7502: 7496: 7480: 7476: 7472: 7466: 7452:on 2016-03-19 7451: 7447: 7443: 7437: 7422: 7418: 7414: 7407: 7393: 7389: 7383: 7375: 7371: 7367: 7363: 7356: 7354: 7345: 7341: 7335: 7321: 7317: 7313: 7309: 7302: 7291: 7284: 7278: 7264: 7260: 7254: 7239: 7238: 7233: 7227: 7219: 7215: 7209: 7201: 7197: 7191: 7184: 7183: 7179: 7174: 7166: 7160: 7156: 7152: 7145: 7137: 7133: 7127: 7120: 7114: 7100:on 2013-03-09 7099: 7095: 7089: 7082: 7076: 7067: 7060: 7054: 7047: 7041: 7033: 7029: 7025: 7018: 7010: 7004: 7000: 6996: 6989: 6987: 6972: 6968: 6964: 6960: 6953: 6939: 6935: 6928: 6920: 6916: 6911: 6906: 6902: 6898: 6894: 6887: 6879: 6873: 6869: 6868: 6860: 6852: 6846: 6843:. Routledge. 6842: 6841: 6833: 6826: 6814:. Boing Boing 6813: 6809: 6803: 6796: 6783: 6779: 6772: 6765: 6753: 6747: 6743: 6742: 6734: 6718: 6714: 6707: 6696: 6689: 6682: 6674: 6670: 6666: 6662: 6658: 6654: 6650: 6643: 6628: 6624: 6617: 6609: 6602: 6595: 6589: 6581: 6577: 6573: 6569: 6565: 6561: 6554: 6546: 6542: 6538: 6534: 6530: 6526: 6519: 6512: 6504: 6500: 6496: 6492: 6485: 6477: 6473: 6466: 6459: 6451: 6444: 6436: 6430: 6426: 6419: 6417: 6408: 6404: 6398: 6384:on 2009-08-22 6383: 6379: 6373: 6357: 6356: 6355:The Economist 6351: 6345: 6337: 6333: 6329: 6325: 6318: 6302: 6301: 6300:The Economist 6296: 6290: 6282: 6278: 6274: 6270: 6269: 6261: 6253: 6249: 6245: 6241: 6240: 6232: 6230: 6214: 6210: 6209: 6204: 6197: 6189: 6182: 6174: 6170: 6166: 6162: 6158: 6154: 6150: 6146: 6142: 6138: 6131: 6123: 6119: 6115: 6111: 6104: 6096: 6090: 6086: 6082: 6075: 6073: 6071: 6062: 6056: 6052: 6048: 6041: 6039: 6030: 6023: 6021: 6012: 6008: 6001: 5993: 5989: 5984: 5976: 5962:on 2013-05-20 5961: 5957: 5950: 5935: 5931: 5925: 5917: 5913: 5909: 5905: 5898: 5890: 5886: 5882: 5878: 5871: 5869: 5860: 5854: 5850: 5849: 5841: 5834: 5828: 5820: 5816: 5812: 5808: 5801: 5799: 5797: 5788: 5786:0-17-012008-2 5782: 5778: 5771: 5769: 5767: 5765: 5763: 5756:26 July 2011. 5755: 5753: 5746: 5739: 5733: 5725: 5719: 5715: 5714: 5706: 5704: 5695: 5691: 5687: 5683: 5679: 5675: 5671: 5664: 5662: 5653: 5649: 5645: 5641: 5634: 5626: 5622: 5618: 5614: 5610: 5606: 5599: 5591: 5587: 5583: 5579: 5575: 5571: 5564: 5556: 5552: 5548: 5544: 5537: 5530: 5524: 5516: 5512: 5508: 5504: 5500: 5496: 5488: 5486: 5484: 5475: 5469: 5465: 5464: 5456: 5449: 5447: 5443: 5439: 5427: 5421: 5417: 5413: 5405: 5397: 5391: 5387: 5380: 5378: 5376: 5374: 5372: 5370: 5368: 5366: 5364: 5362: 5354: 5348: 5340: 5334: 5330: 5329: 5321: 5314: 5308: 5301: 5297: 5291: 5289: 5287: 5285: 5277: 5271: 5265: 5261: 5258: 5252: 5246: 5245:0-7924-5451-0 5242: 5238: 5232: 5224: 5218: 5214: 5213: 5208: 5202: 5200: 5191: 5185: 5181: 5180: 5172: 5165: 5159: 5152: 5148: 5142: 5135: 5129: 5122: 5116: 5109: 5103: 5096: 5090: 5083: 5078: 5070: 5066: 5065:Standage, Tom 5060: 5045: 5041: 5035: 5020: 5016: 5009: 4993: 4987: 4973:on 2018-07-28 4969: 4962: 4956: 4949: 4943: 4935: 4934: 4926: 4911: 4907: 4903: 4897: 4890: 4887:Martino, T., 4884: 4877: 4867: 4861: 4857: 4853: 4846: 4838: 4834: 4830: 4826: 4822: 4818: 4814: 4810: 4803: 4801: 4785: 4784: 4779: 4772: 4765: 4759: 4744: 4740: 4736: 4730: 4723: 4719: 4715: 4711: 4705: 4698: 4692: 4683: 4675: 4671: 4667: 4663: 4659: 4655: 4648: 4640: 4636: 4632: 4625: 4616: 4602:on 2016-12-13 4601: 4597: 4594: 4590: 4583: 4576: 4570: 4563: 4557: 4550: 4547:Wilmott, T., 4544: 4536: 4532: 4528: 4524: 4520: 4516: 4509: 4502: 4496: 4488: 4484: 4477: 4470: 4464: 4457: 4451: 4444: 4438: 4431: 4425: 4417: 4413: 4409: 4405: 4401: 4397: 4390: 4388: 4379: 4375: 4371: 4367: 4363: 4359: 4352: 4344: 4340: 4336: 4332: 4328: 4324: 4317: 4309: 4305: 4301: 4297: 4293: 4289: 4282: 4274: 4268: 4264: 4257: 4248: 4243: 4239: 4235: 4231: 4224: 4222: 4213: 4209: 4202: 4195: 4193: 4191: 4182: 4178: 4177: 4172: 4166: 4152: 4151: 4146: 4140: 4132: 4131: 4123: 4121: 4112: 4108: 4104: 4100: 4096: 4092: 4088: 4084: 4078: 4076: 4074: 4072: 4070: 4068: 4066: 4056: 4048: 4044: 4040: 4036: 4029: 4027: 4025: 4023: 4021: 4012: 4008: 4004: 4000: 3996: 3992: 3988: 3981: 3973: 3969: 3965: 3961: 3954: 3946: 3939: 3925:. 24 May 2018 3924: 3918: 3910: 3903: 3897: 3893: 3890: 3886: 3882: 3878: 3875: 3872: 3867: 3853:on 2019-09-24 3852: 3848: 3842: 3826: 3819: 3815: 3804: 3801: 3798: 3795: 3793: 3790: 3788: 3785: 3782: 3779: 3776: 3773: 3770: 3767: 3764: 3761: 3759: 3756: 3754: 3751: 3748: 3747: 3743: 3741: 3738: 3736: 3733: 3730: 3727: 3725: 3722: 3720: 3717: 3714: 3711: 3708: 3705: 3703: 3700: 3698: 3695: 3693: 3690: 3688: 3687:Brand loyalty 3685: 3682: 3679: 3676: 3673: 3671: 3668: 3666: 3663: 3661: 3658: 3657: 3647: 3646:ISO/AWI 24051 3644: 3641: 3640:ISO/AWI 23353 3638: 3637: 3636: 3630: 3627: 3625: 3620: 3617: 3614: 3612: 3607: 3606: 3605: 3603: 3599: 3589: 3582: 3581:FUH2 campaign 3578: 3575: 3571: 3568: 3565: 3564: 3563: 3560: 3556: 3553: 3550: 3544: 3538: 3535: 3529: 3519: 3517: 3513: 3509: 3504: 3494: 3485: 3483: 3479: 3474: 3464: 3462: 3458: 3447: 3438: 3427: 3417: 3414: 3410: 3406: 3402: 3398: 3394: 3384: 3382: 3378: 3374: 3370: 3366: 3362: 3358: 3354: 3349: 3345: 3344: 3340: 3338: 3334: 3330: 3326: 3322: 3321:Private label 3317: 3316:Private label 3307: 3305: 3295: 3293: 3289: 3285: 3278: 3268: 3266: 3262: 3258: 3257:generic brand 3245: 3242: 3239: 3236: 3233: 3230: 3227: 3226: 3225: 3218: 3215: 3212: 3209: 3208: 3207: 3204: 3202: 3198: 3194: 3185: 3181: 3177: 3174: 3170: 3165: 3160: 3158: 3154: 3147: 3145: 3141: 3137: 3133: 3129: 3128: 3123: 3119: 3115: 3114:The Body Shop 3111: 3107: 3103: 3099: 3089: 3087: 3083: 3079: 3075: 3071: 3067: 3063: 3059: 3055: 3051: 3047: 3043: 3033: 3031: 3027: 3023: 3019: 3015: 3011: 3007: 3003: 2999: 2995: 2990: 2985: 2975: 2973: 2969: 2965: 2959: 2958:Fighter brand 2949: 2946: 2942: 2940: 2934: 2932: 2928: 2924: 2920: 2916: 2912: 2908: 2904: 2900: 2889: 2887: 2883: 2882:Louis Vuitton 2879: 2869: 2866: 2864: 2860: 2856: 2852: 2848: 2843: 2840: 2836: 2832: 2828: 2824: 2819: 2815: 2811: 2807: 2803: 2799: 2795: 2789: 2779: 2777: 2773: 2769: 2765: 2760: 2750: 2748: 2742: 2732: 2729: 2725: 2721: 2717: 2713: 2709: 2705: 2694: 2689: 2679: 2677: 2673: 2669: 2665: 2661: 2657: 2653: 2649: 2645: 2639: 2629: 2627: 2623: 2619: 2615: 2614:Werner Erhard 2611: 2607: 2606: 2601: 2597: 2593: 2589: 2585: 2581: 2577: 2572: 2570: 2566: 2565:Cadbury Flake 2562: 2559: 2555: 2551: 2550:Mercedes-Benz 2546: 2544: 2543:product names 2540: 2529: 2519: 2515: 2511: 2502: 2498: 2495: 2485: 2476: 2470: 2466: 2461: 2446: 2443:February 2023 2437: 2433: 2430:This section 2428: 2425: 2421: 2420: 2408: 2404: 2400: 2397: 2393: 2390: 2389: 2388: 2380: 2376: 2372: 2368: 2365: 2355: 2353: 2349: 2345: 2341: 2337: 2335: 2331: 2327: 2323: 2319: 2309: 2307: 2303: 2299: 2295: 2291: 2287: 2283: 2279: 2275: 2271: 2263: 2259: 2255: 2251: 2247: 2246: 2242: 2239: 2235: 2234: 2230: 2227: 2226:Betty Crocker 2223: 2219: 2218: 2214: 2211: 2207: 2203: 2200: 2197: 2193: 2189: 2185: 2181: 2177: 2174: 2171: 2167: 2164: 2161: 2157: 2153: 2152: 2148: 2145: 2141: 2137: 2134: 2131: 2127: 2123: 2122: 2118: 2114: 2111: 2107: 2103: 2100: 2097: 2093: 2089: 2088: 2084: 2083: 2082: 2074: 2072: 2068: 2064: 2060: 2056: 2052: 2048: 2044: 2040: 2036: 2026: 2012: 2008: 2004: 2000: 1996: 1994: 1990: 1986: 1982: 1978: 1973: 1971: 1967: 1963: 1958: 1951: 1947: 1944: 1940: 1937: 1936: 1935: 1932: 1925: 1922: 1919: 1916: 1913: 1912: 1911: 1909: 1905: 1901: 1895: 1891: 1887: 1883: 1869: 1862: 1858: 1855: 1851: 1848: 1844: 1841: 1837: 1834: 1830: 1827: 1824: 1821: 1818: 1815: 1814: 1813: 1805: 1803: 1799: 1795: 1791: 1789: 1785: 1781: 1777: 1767: 1765: 1761: 1757: 1751: 1748: 1743: 1741: 1737: 1725: 1720: 1717: 1714: 1710: 1707: 1704: 1700: 1696: 1693: 1690: 1686: 1685: 1684: 1682: 1678: 1674: 1670: 1666: 1661: 1657: 1654: 1649: 1639: 1637: 1631: 1629: 1624: 1622: 1618: 1614: 1610: 1604: 1602: 1598: 1597: 1590: 1587: 1578: 1576: 1572: 1568: 1564: 1559: 1551: 1548: 1545: 1542: 1541: 1540: 1537: 1528: 1526: 1522: 1517: 1509: 1505: 1501: 1497: 1496: 1491: 1486: 1482: 1478: 1468: 1466: 1463: 1452: 1450: 1448: 1444: 1440: 1436: 1430: 1428: 1427: 1422: 1418: 1415:and in early 1414: 1410: 1406: 1402: 1398: 1394: 1389: 1387: 1383: 1379: 1375: 1371: 1366: 1362: 1358: 1343: 1339: 1337: 1333: 1329: 1325: 1321: 1317: 1313: 1309: 1304: 1302: 1298: 1294: 1290: 1285: 1280: 1278: 1274: 1270: 1266: 1262: 1258: 1250: 1249: 1244: 1239: 1235: 1233: 1229: 1225: 1221: 1220: 1215: 1211: 1203: 1199: 1195: 1193: 1189: 1185: 1181: 1176: 1172: 1168: 1164: 1155: 1151: 1144: 1141: 1138: 1135: 1134: 1133: 1124: 1116: 1111: 1107: 1105: 1101: 1097: 1093: 1089: 1080: 1076: 1073: 1069: 1065: 1064: 1059: 1048: 1040: 1035: 1031: 1029: 1025: 1021: 1017: 1013: 1009: 1004: 1000: 996: 992: 983: 979: 977: 973: 968: 964: 960: 959:David Wengrow 955: 950: 947: 943: 939: 935: 931: 926: 922: 914: 910: 905: 896: 894: 891: 887: 884: 880: 870: 868: 864: 860: 855: 851: 849: 845: 841: 840:brand loyalty 837: 833: 829: 825: 821: 817: 813: 808: 806: 802: 798: 794: 790: 786: 782: 778: 774: 770: 769:branding iron 766: 762: 758: 753: 751: 747: 743: 739: 735: 731: 727: 723: 711: 706: 704: 699: 697: 692: 691: 689: 688: 683: 680: 678: 675: 673: 670: 668: 665: 663: 660: 658: 655: 654: 653: 652: 649: 646: 645: 640: 637: 635: 632: 630: 627: 625: 622: 620: 617: 615: 612: 611: 610: 609: 606: 603: 602: 597: 594: 592: 589: 587: 584: 582: 579: 577: 574: 572: 569: 567: 564: 562: 559: 557: 554: 553: 552: 551: 548: 545: 544: 539: 536: 534: 531: 529: 526: 524: 521: 520: 519: 518: 515: 512: 511: 508: 505: 504: 494: 489: 487: 482: 480: 475: 474: 472: 471: 464: 461: 459: 456: 454: 451: 449: 446: 445: 439: 438: 431: 430:Word-of-mouth 428: 426: 423: 421: 418: 416: 413: 411: 408: 406: 403: 401: 400:Point of sale 398: 396: 393: 391: 388: 386: 383: 381: 378: 376: 373: 371: 368: 366: 363: 361: 358: 356: 353: 351: 348: 347: 341: 340: 333: 330: 328: 325: 323: 320: 318: 315: 313: 310: 308: 305: 303: 300: 298: 295: 293: 290: 288: 285: 283: 280: 278: 275: 273: 270: 268: 265: 263: 260: 258: 255: 253: 250: 248: 245: 243: 240: 239: 233: 232: 225: 222: 220: 217: 215: 212: 210: 207: 205: 202: 200: 197: 195: 192: 190: 187: 185: 182: 180: 177: 175: 172: 170: 167: 165: 162: 160: 159:Effectiveness 157: 155: 152: 150: 147: 145: 142: 140: 137: 135: 132: 130: 127: 125: 122: 120: 117: 115: 112: 110: 107: 105: 102: 100: 97: 96: 90: 89: 84: 81: 80: 79: 78: 75: 72: 71: 65: 62: 57: 50: 46: 40: 33: 19: 8514:Media ethics 8434:Door-to-door 8429:Cold calling 8406:Weasel words 8313:Fifth column 8207:Push polling 8157:Astroturfing 8119:Pseudo-event 8099:Infotainment 8074:Broadcasting 8020: 7993:Urban legend 7916:April Fools' 7789:Testimonials 7759:Infomercials 7586:Dumbing down 7513:. Retrieved 7504: 7495: 7483:. Retrieved 7474: 7465: 7454:. Retrieved 7450:the original 7445: 7436: 7425:. Retrieved 7421:the original 7416: 7406: 7395:. Retrieved 7392:joechemo.org 7391: 7382: 7365: 7361: 7344:the original 7334: 7323:. Retrieved 7311: 7301: 7290:the original 7277: 7266:. Retrieved 7262: 7253: 7242:. Retrieved 7240:. 2014-12-16 7235: 7226: 7218:the original 7208: 7200:the original 7190: 7180: 7173: 7150: 7144: 7136:the original 7126: 7118: 7113: 7102:. Retrieved 7098:the original 7088: 7075: 7066: 7053: 7040: 7031: 7027: 7017: 6994: 6974:. Retrieved 6962: 6952: 6941:. Retrieved 6937: 6927: 6900: 6896: 6886: 6866: 6859: 6839: 6832: 6823: 6816:. Retrieved 6808:Jardin, Xeni 6802: 6793: 6786:. Retrieved 6781: 6771: 6762: 6755:. Retrieved 6740: 6733: 6721:. Retrieved 6717:the original 6711:Roy, Nisha. 6706: 6681: 6652: 6648: 6642: 6630:. Retrieved 6626: 6616: 6607: 6601: 6588: 6563: 6559: 6553: 6531:(1): 33–58. 6528: 6524: 6511: 6494: 6490: 6484: 6475: 6471: 6458: 6449: 6443: 6424: 6406: 6397: 6386:. Retrieved 6382:the original 6372: 6360:. Retrieved 6353: 6344: 6327: 6323: 6317: 6305:. Retrieved 6298: 6289: 6272: 6266: 6260: 6243: 6237: 6206: 6196: 6190:(37): 18–25. 6187: 6181: 6140: 6136: 6130: 6113: 6109: 6103: 6080: 6046: 6028: 6013:(2): 153–78. 6010: 6006: 6000: 5987: 5975: 5964:. Retrieved 5960:the original 5949: 5938:. Retrieved 5924: 5907: 5903: 5897: 5880: 5876: 5847: 5840: 5832: 5827: 5810: 5806: 5776: 5751: 5745: 5737: 5732: 5712: 5680:(3): 52–68. 5677: 5673: 5643: 5639: 5633: 5611:(1): 45–57. 5608: 5604: 5598: 5573: 5569: 5563: 5546: 5542: 5536: 5528: 5523: 5498: 5494: 5462: 5455: 5445: 5441: 5437: 5435: 5429:. Retrieved 5415: 5404: 5385: 5352: 5347: 5331:. Springer. 5327: 5320: 5312: 5307: 5299: 5295: 5275: 5270: 5251: 5236: 5231: 5211: 5207:Klein, Naomi 5178: 5171: 5163: 5158: 5150: 5146: 5141: 5133: 5128: 5120: 5115: 5107: 5102: 5094: 5089: 5077: 5068: 5059: 5047:. Retrieved 5043: 5034: 5022:. Retrieved 5018: 5008: 4996:. Retrieved 4994:. Ipo.gov.uk 4986: 4975:. Retrieved 4968:the original 4955: 4947: 4946:Dodd, E. C. 4942: 4932: 4925: 4913:. Retrieved 4909: 4896: 4888: 4883: 4875: 4869:. Retrieved 4855: 4845: 4812: 4808: 4787:. Retrieved 4781: 4771: 4763: 4758: 4747:. Retrieved 4738: 4729: 4721: 4718:the original 4713: 4704: 4696: 4691: 4682: 4657: 4653: 4647: 4638: 4634: 4624: 4615: 4604:. Retrieved 4600:the original 4582: 4574: 4569: 4561: 4556: 4548: 4543: 4518: 4514: 4508: 4500: 4495: 4486: 4482: 4476: 4468: 4463: 4455: 4450: 4442: 4437: 4429: 4424: 4399: 4395: 4361: 4357: 4351: 4326: 4322: 4316: 4291: 4287: 4281: 4262: 4256: 4237: 4233: 4211: 4207: 4174: 4165: 4154:. 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Retrieved 3818: 3769:Record label 3744: 3707:Green brands 3634: 3628: 3621: 3615: 3608: 3595: 3586: 3580: 3573: 3566: 3561: 3557: 3554: 3552:('walker'). 3539: 3537:activities. 3534:doppelgänger 3531: 3506: 3491: 3476: 3453: 3445: 3390: 3350: 3346: 3342: 3341: 3329:store brands 3319: 3303: 3301: 3292:Intel Inside 3280: 3254: 3222: 3205: 3189: 3149: 3125: 3095: 3039: 2991: 2987: 2961: 2943: 2935: 2895: 2875: 2867: 2844: 2791: 2756: 2744: 2700: 2691: 2641: 2603: 2573: 2571:in the UK). 2547: 2536: 2533:Company name 2516: 2512: 2508: 2499: 2491: 2488:Brand parity 2482: 2474: 2440: 2436:adding to it 2431: 2386: 2373: 2369: 2363: 2361: 2338: 2315: 2286:colloquially 2267: 2243: 2231: 2215: 2201: 2175: 2166:foreign word 2165: 2149: 2135: 2117:alliteration 2115: 2101: 2085: 2080: 2031: 2009: 2005: 2001: 1997: 1974: 1965: 1959: 1955: 1933: 1929: 1908:stakeholders 1897: 1847:Chanel No. 5 1811: 1792: 1783: 1779: 1776:brand recall 1775: 1773: 1770:Brand recall 1752: 1744: 1739: 1735: 1734: 1718: 1712: 1708: 1702: 1698: 1695:Brand recall 1694: 1688: 1680: 1676: 1672: 1668: 1665:brand recall 1664: 1662: 1658: 1651: 1632: 1625: 1605: 1600: 1594: 1591: 1585: 1584: 1574: 1566: 1562: 1557: 1555: 1538: 1534: 1524: 1520: 1515: 1513: 1493: 1458: 1451: 1431: 1424: 1390: 1374:brand equity 1354: 1305: 1300: 1296: 1281: 1254: 1246: 1243:Golden Syrup 1232:Twinings tea 1217: 1210:Bass Brewery 1207: 1202:Bass Brewery 1184:Blind stamps 1163:Roman Empire 1160: 1148: 1130: 35 CE 1120: 1088:ancient Rome 1085: 1068:White Rabbit 1067: 1061: 1058:chyawanprash 1047:Vedic period 1044: 1039:White Rabbit 1038: 995:Roman Empire 988: 972:proto-brands 971: 951: 918: 892: 885: 878: 876: 869:to a brand. 854:Brand equity 852: 809: 754: 750:store brands 741: 738:shareholders 721: 719: 648:Architecture 629:Relationship 251: 174:Segmentation 99:Distribution 93:Key concepts 8386:Sound bites 8366:Doublespeak 8217:Wedge issue 8177:Dog whistle 8152:Advertising 7978:Lying press 7963:Gaslighting 7741:Advertising 7716:Occupations 7606:Obfuscation 7596:Half-truths 6903:(7): 1–21. 6632:February 9, 6478:(1): 26–28. 6362:February 5, 6307:February 1, 6218:February 6, 5779:. 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