History
Brands in the field of marketing originated in the 19th century with the advent of packaged goods. Industrialization moved the production of many household items, such as soap, from local communities to centralized factories. When shipping their items, the factories would literally brand their logo or insignia on the barrels used, which is where the term comes from.
These factories, generating mass-produced goods, needed to sell their products to a wider market, to a customer base familiar only with local goods. It quickly became apparent that a generic package of soap had difficulty competing with familiar, local products. The packaged goods manufacturers needed to convince the market that the public could place just as much trust in the non-local product. Campbell soup, Coca-Cola, Juicy Fruit gum, Aunt Jemima, and Quaker Oats were among the first products to be 'branded', in an effort to increase the consumer's familiarity with their products. Many brands of that era, such as Uncle Ben's rice and Kellogg's breakfast cereal furnish illustrations of the problem.
Around 1900, James Walter Thompson published a house ad explaining trademark advertising. This was an early commercial explanation of what we now know as branding. Companies soon adopted slogans, mascots, and jingles which began to appear on radio and early television. By the 1940s,{Mildred Pierce[1]} manufacturers began to recognize the way in which consumers were developing relationships with their brands in a social/psychological/anthropological sense.
From there, manufacturers quickly learned to associate other kinds of brand values, such as youthfulness, fun or luxury, with their products. This began the practice we now know as branding, where it is felt that consumers buy the brand instead of the product. This trend continued to the 1980s, which have been described as "brand equity mania". In 1988, Phillip Morris purchased Kraft for six times what the company was worth on paper; it was felt that what they really purchased was its brand.
Calvin Klein
Calvin Richard Klein (born November 19, 1942) is a well-known American fashion designer. His name is also a brand name of clothing marketed by his company, which was launched in 1968.
In addition to clothing, Calvin Klein also gave his name to a range of perfumes, including CK One and CK Be (fragrances for both genders), now owned by Coty Inc. Swatch Group manufactures watches and jewelry under the Calvin Klein and Calvin Klein Jeans brands.
These factories, generating mass-produced goods, needed to sell their products to a wider market, to a customer base familiar only with local goods. It quickly became apparent that a generic package of soap had difficulty competing with familiar, local products. The packaged goods manufacturers needed to convince the market that the public could place just as much trust in the non-local product. Campbell soup, Coca-Cola, Juicy Fruit gum, Aunt Jemima, and Quaker Oats were among the first products to be 'branded', in an effort to increase the consumer's familiarity with their products. Many brands of that era, such as Uncle Ben's rice and Kellogg's breakfast cereal furnish illustrations of the problem.
Around 1900, James Walter Thompson published a house ad explaining trademark advertising. This was an early commercial explanation of what we now know as branding. Companies soon adopted slogans, mascots, and jingles which began to appear on radio and early television. By the 1940s,{Mildred Pierce[1]} manufacturers began to recognize the way in which consumers were developing relationships with their brands in a social/psychological/anthropological sense.
From there, manufacturers quickly learned to associate other kinds of brand values, such as youthfulness, fun or luxury, with their products. This began the practice we now know as branding, where it is felt that consumers buy the brand instead of the product. This trend continued to the 1980s, which have been described as "brand equity mania". In 1988, Phillip Morris purchased Kraft for six times what the company was worth on paper; it was felt that what they really purchased was its brand.
Calvin Klein
Calvin Richard Klein (born November 19, 1942) is a well-known American fashion designer. His name is also a brand name of clothing marketed by his company, which was launched in 1968.
In addition to clothing, Calvin Klein also gave his name to a range of perfumes, including CK One and CK Be (fragrances for both genders), now owned by Coty Inc. Swatch Group manufactures watches and jewelry under the Calvin Klein and Calvin Klein Jeans brands.
posted by blogsurfer at 4:45 AM
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