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EVOLUTION OF BRANDING

Centuries ago, branding used to be known as the means of cattle owners to know whose livestock belongs to whom. They burn a mark onto the flesh of the animal to ensure their ownership.

In 1451 and Johannes Gutenberg used a press to print an old German poem, and two years later printed a 42-line Bible. Nearly 400 years later in 1833, a single penny (US$0.01) buys a New York newspaper and opens up the first mass market for newspapers. In 1878, the first full-page newspaper advertisements appeared.

The average number of brands in a supermarket went from 20,000 in 1990 to over

45,000 in 2005 with super centers now offering an overwhelming 100,000+.


Modern branding is only a 50+ year-old discipline, born of the television and the

need to drive consumption to the mass market. Marketing messages were productfocused and emphasis was placed on communication about the product. Until recently, this model was the basis for virtually all marketing messages.
The brands that thrive in todays marketplace have changed that paradigm. As well

as including Product and Communication, successful brands now focus on Environment and Behaviour.
For the past decades, branding has evolved into something else; something more

creative and corporate. It is now being done by companies everywhere to identify themselves in whatever industry they're in.
Branding provides your target market a way to distinguish your business from

everybody else. It communicates what sets you apart, what products you offer, your marketing approach, which all lead up to an ideal reputation of your company that you want the public to have.

Every day and moment is an opportunity for you to promote your brand. In everything that you use to reach out to your clients, either through printed ads like your marketing brochures or club flyers or through a more interactive medium, there is an opportunity for you to build on stronger brand recognition. Each and every promotional tool you create and send out to the public should all communicate the same message as your brand. All your marketing collateral brought together should work together in consistency for better brand retention.
So the next time you start your marketing campaign, think of your brand. Use your marketing collaterals to support your brand and youll see a big difference in business growth.

Brief History of Branding

Modern branding is only a 50+ year old discipline, in its infancy,


in its the world is flat mode Modern branding was born of the television and the need drive consumption to a mass market Communicating with a mass market required broadcast

Fast Moving Consumer Goods has driven branding for the first 50 years
FMCG - not interactive, not relationship based, all about the product and the communication around the product

Branding as a theory comes from fast moving consumer goods

Average number of brands

in a super market went from 20,000 in 1990 to over 43,000 in 2010 (Food Institute,2010)
Super Centers 100,000 +

SKUs

Venture Republic has found that there are 3 major drivers of the modern branding trend:

Individualism Westernised societies recognise the fragmentation of our personal and social identities which encourages self-identity construction through consumption of material good and services. Eg Dove Globalisation Individual consumers are becoming a smaller part of a much larger world and need to find easy and quick ways to guide them through. Eg Microsoft

Symbolic experiences in demand Consumers are buying experiences rather than commodities whose components are largely image driven, intangible and symbolic. Eg Kingfisher Airlines

Evolution of Apple Incs logo

EVOLUTION OF HARLEYDAVIDSON

Ford Motor Company

Brief Introduction
The original motivation for branding was for craftsmen to identify and recognize their fruits of their labors.

In medieval times, potters marks were joined by printers marks watermarks on paper, bread marks and marks of various craft guilds.
In some cases, they were used to attract the buyers loyal to a particular makers.

An English law was passed in 1266 required bakers to put their mark on every loaf of bread sold.
Goldsmiths & silversmiths were also required to mark their goods, both with signature or personal symbol and with a sign of the quality of metal. In 1597, two goldsmiths convicted of putting false marks and they were severally punished for it.

When Europeans began to settle in North America, they brought the convention & practice of branding with them. Patent medicines were packed in small bottles and because they were not seen as a necessity, they where promoted vigorously. To further influence consumer choices in stores, manufactures of these medicines printed elaborate and distinctive labels, often with their own portrait featured in the center.

In the 1860s tobacco manufactures began to sell their wares in small bags directly to consumers as important and picture labels, decoration and symbols were designed.

DOMINANCE OF MASS MARKETED BRANDS

1915 manufactured brands well established in US Next 15 yrs specialization of functional experts More sophisticated marketing techniques

Trademarks
Personal selling Growing importance of marketing research Wheaties

THANK YOU
PRESENTED BY Anup Nishanth Archit Saheshtranshu Harsh

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