Upload
khalid-ali
View
14
Download
0
Embed Size (px)
DESCRIPTION
brief history of brands,of how brands concept developed
Citation preview
Brand
950 A piece of wood that’s burning 1385 A torch
1552 The mark made by burning 1665 A mark made on cattle
1827 A trade-mark made on a product 1854 A particular class of goods
1958 The impression of a product in the minds of consumers
1827
‘The proprietors have added the brand mark “Margam” on each box’
1854
‘The ale was of a superior brand’
© OXFORD DICTIONARY
1820+
Brand is a trademark Signifies quality
Offers functional benefits
Gets Higher prices Higher volumes
1820 Brand V2: trademark ensuring quality
The changing meaning of brand
© 2009 ROBERT JONES
1660 Brand V1: stamp asserting ownership
Use press, radio, television to…
Create demand
Create desire
By associating your product with an idea that will make consumers feel better about themselves
1920+
Brand is a campaign Giving products desirability
Offers deep emotional benefits
Gets Brand loyalty
1820 Brand V2: trademark ensuring quality
1920 Brand V3: idea promising pleasure
The changing meaning of brand
© 2009 ROBERT JONES
1660 Brand V1: stamp asserting ownership
V4 1980+
As globalisation arrived and markets were deregulated… Can we brand not just products but also companies?
V4 1980+
As globalisation arrived and markets were deregulated… Can we brand not just products but also companies? And make companies feel less like institutions?
Two totally different traditions
Old
Advertising agencies
Campaign
To sell products
3 years
New
Brand consultancies
Identity
To drive organisations
20 years
1972 Virgin Records 1984 Virgin Atlantic 1994 Virgin Cola 1995 Virgin Money 1997 Virgin Trains 1999 Virgin Mobile 2004 Virgin Galactic 2006 Virgin Media
The universe of branding
C U LT U R A L
O R G A N I S AT I O N A L
C O M M E R C I A L
P R O D U C T
S E R V I C E
C O N T E N T
C O R P O R A T E
N O T - F O R - P R O F I T
P O L I T I C S
P L A C E
P E R S O N
M O V E M E N T
CENTRALLY CONTROLLED
SOCIALLY CONSTRUCTED
© 2010 ROBERT JONES
1980+
Brand is identity Creating a sense of meaning for organisations
Offers benefits of belonging
Gets Brand membership More cross-selling
1820 Brand V2: trademark ensuring quality
1920 Brand V3: idea promising pleasure
1980 Brand V4: identity inviting belonging
The changing meaning of brand
© 2009 ROBERT JONES
1660 Brand V1: stamp asserting ownership
Five versions of brand
1
1650+ competition
Stamp ownership
Protection of property
2
1820+ mass production
Trademark quality
Functional benefits
Higher prices, higher volumes
3
1920+ mass media
Campaign desirability
Emotional benefits
Brand loyalty
4
1980+ globalisation
Identity belonging
Sense of belonging
Cross-selling
5
2000+
Platform usefulness
Sense of taking part
Network effects
© 2009 ROBERT JONES
The changing meaning of brand
© 2009 ROBERT JONES
1820 Brand V2: trademark ensuring quality
1920 Brand V3: idea promising pleasure
1980 Brand V4: identity inviting belonging
1660 Brand V1: stamp asserting ownership
2000 Brand V5: platform for action