The modern world is a jazzy and glitzy playground for brands. The brands have changed the way we shop and also influence the way we lead our lives. We do not wear sneakers any more but, instead we wear a Reebok, Adidas, or a Nike. We do not wear a T-shirt or jeans but, a Lacoste, a Tommy Hilfiger, a Levis or a Wrangler. We do not drive cars any more, we drive - a Rolls Royce, a Porsche, a Honda, a Volkswagen, etc. Since the dawn of history of mankind, there has been a desire to establish one’s identity separate from those of fellow human beings.įrom ‘search it’ to ‘Google it’ from a ‘time piece’ to ‘Omega’ from a just a ‘cricket tournament’ to ‘IPL’. It is ironic that we do interact with brands more than humans in a single day. Everyday we are exposed to a plethora of brands right from dawn to dusk. We live in a world of branded products and services. This was done to strengthen the association between the product and the brand so that the brands were easy to remember and also distinguished the product in the class.īrands are all around us. The names of the producers began to get replaced by names of places, famous people and even animals. Ford automobiles adorned its name from the Ford family. the identity of the producer used to be the brand name.įor example, Smirnoff Vodka took its name from Smirnoff family which went into vodka business in the year 1818. Earlier the producers’ names identified the products, i.e. The brand concept evolved further in the 18th century. Today brands are all about co-creation, customer engagement, and loyalty and reward programs to build relationships with their customers.Ĭonsumer identification with the product and protection continues to guide branding practices even today.
Brands started conversations with their customers to connect with them permanently. Brands were to differentiate and position themselves to avoid the clutter from the competition in the early 20th century. In England, heat embossing symbols were put on the cheeks of the slaves in order to ‘brand’ them for a particular owner.īrands have come a long way from identity to building relevance in the early 19th century.
The farmers used it for identifying their livestock, and distillers put a heat embossing on their wooden casks to differentiate it from the spurious brands. In the 16th to 18th century, branding was merely an identity creation and was used by Greeks and Romans to identify their offerings to their sacred Gods. The word ‘brand’ has been originated from the word ‘brande’ which means ‘to burn’. When brands are so important, branding becomes even more important. They constantly appear in the financial strategy and valuations of a company. But, in the last two decades they are the hot spots in total marketing process. Branding a product was a decision in the end and was never given any significance as they felt that good product will generate sales automatically.īranding was a passive activity giving names to products designed and manufactured at the company’s will. The managers thought about branding once the product was developed, priced and packaged. What is Branding – Origin of Branding Practiceīrands have been around for many years since business began.
Why Modern Companies Emphasize on Building Brands?.Common Misconceptions and Facts with Respect to Branding.Components of a Comprehensive Branding Strategy.
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