What is a Brand?
When did company’s transition to being a brand?
Was there a particular brand that started this trend?
The name being most key element of a brand, more so than the visuals , as it’s the element that should never change even if other elements do. Brands provide guidance for the consumer, helps them to navigate a market. - Thus supporting the importance of every relationship element between customer and brand. What makes a brand successful is the consumer, the brand needs to meet their expectations. (Tom Blackett, Brands and Branding (2003))
Brands originating from needing to distinguish themselves from other products after the standardisation of quality, ‘brand manager’ would give the product an identity so it can stand out again other products and increase sales. (Marc De Swaan Arons, 2011)
A brand is a visual identity of a company or product, purely used to sell product/device/service. Uses visual expression such as a logo or consistent design.
A brand can be used more widely, but is kept within the restraints of business, such as creating a customer experience when see a particular brand, so the importance of staff etc is included.
States the work brand has become ‘one of the most overused (and misused) in the business lexicon.’ (Jon Miller, David Muir, 2005)
The idea that now brands can be seen as pretty much anything, major celebrities are deemed as a brand, as well as car companies, clothing companies, supermarkets, films etc. Branding in finding a usp, packaging it well, and making sure there are people there who want it. (13) (Brands and Branding By Stephen Brown).
Supporting the theory that brands are more than a product or visual identity. Presents forward many relationships/ interactions between customer and company, suggest that the relationship is what impacts a brand more. Also investigate the impact of the experience a customer has on the validity of a brand - similar to Miller and Muir, but not as narrow. Not only the impact on the customers, but the wider community who see/experience the brand passively. (Keller and Lehmann (2004)).
Visual identity (graphic components provide system for identifying a brand) of a brand is key as it is what we first see, make judgments based on this. The basic elements of a brand identity are: Logotypes, Symbols, Colours and Typefaces. A brand also has a verbal identity (make a brands language more distinctive, and therefore recognisable), the basic elements being: the name, a naming system for products, sub brands and groups, a strapline, tone of voice principles, the use of stories. (Tony Allen and John Simmons, Brands and Branding (2003))
Logotypes are the crossover of the verbal and the visual within a brand. Can become recognised as clearly as a symbol e.g. andersand, but the band needs to be established for the logtype to work like that of a symbol. (Micheal Evamy, Logotype (2012))
Typography should communicate the fundamentals of a brand (‘the DNA of a brand’), it emphasises the message a brand wants to communicate, as well as provide continuity within a brand. (Frederic Vanhorenbeke, Branding Typography, Gingko Press (2013))
When did Branding Originate? - Industrial Revolution
‘It was to take a household product, a commodity, not different fundamentally from any other made by any other manufacturer, and to endow it with special characteristics through the imaginative use of name, packaging, and advertising.’ - Wally Olins, Corporate Identity, 1989
Using distinctive packaging,heavy advertising and wide distribution. Taking advantage of the latest technology to advance a product. (Wally Olins, 1989)
The word ‘trademark’ can be linked to examples that are 9000 years old.
Branding allows someone to mark their property as being theirs, anyone wanting to purchase your property will recognise the product as being from a particular person. As people buy your products over time it might gain a reputation and become associated with a particular standard of quality giving your ‘brand’ a level of value. (Giles Lury, 1998)
The 19th century saw the introduction of mass production, more people were working for a manufacturer rather than themselves. The rapid raising of living standards led to mass markets, people stopped being as self sufficient and would buy products from a company.
With the advancement with mass production this was met with mass distribution, trains and railway advancements. (Giles Lury, 1998)
The growth of education led to mass media, manufacturers would communicate with the consumers in order to sell their products on the mass market. (Gile Lury, 1998)
Post WW2
Think about the boom in consumerism, particularly in the US, how the politics changed the way we consume.
'An All Consuming Century: Why Commercialism Won in Modern America' - Gary Cross, 2000
The Depression consuming America’s psyche, as well as WWII. ‘Held tight to old consuming habits and dreams.’. Longed for their luxuries. After the war they exceeded their original purchasing levels, post-war period saw massive increase in prosperity.
Mid 1930s
The depression was an opportunity for more aggressive marketing, going into that the American people truly wanted to buy, but couldn’t afford.
During the depression companies were looking more towards the future of their products, using this as a selling point. Expensive brands saw large decline in purchasing and suffered as a consequence.
Post WWII – 1960s
it was predicted that post war America would spend more money on personal activities such as holidays, cars and meals out. The idea of ‘enjoy now, pay later’ arose. Frustrating for brands.
By 1970s Advertisers began to be more sophisticated about reaching the target audience. Would advertise on TV at particular times to appeal to that audience. E.g. Products for adults would be advertised in the evenings when children weren’t around. For children the prime time was Saturday morning tv. With increased knowledge into who was watching TV when, brands could place their ads more strategically with little fear of “wasting a commercial”, so more money was put into advertising.
By 1970s Advertisers began to be more sophisticated about reaching the target audience. Would advertise on TV at particular times to appeal to that audience. E.g. Products for adults would be advertised in the evenings when children weren’t around. For children the prime time was Saturday morning tv. With increased knowledge into who was watching TV when, brands could place their ads more strategically with little fear of “wasting a commercial”, so more money was put into advertising.
TV had reached 28% of households by 1981, increase in digital ads starts here (digital age?)
Growth of suburbs in the US as a result of younger families moving to the suburbs = suburban growth (rapid). Chains in the centre were losing their customers to the suburban shopping strip (1960). To compete main street ‘dime-store’ chains had opened up whole new discount marts in the suburbs, provided free parking and bought in bulk to save costs. This impacted other larger companies/brand to do the same so they didn’t fall behind.
The relationship of a product to a person began to form in the 60s/70s, people began to develop a sense of individualism, so brand and companies has to rear away from the idea of creating something that suited the ‘nuclear family’ advertised in most 1950s ads. Possessions started to link people to a message, present a lifestyle to the audience.
Shaping the American Woman: Feminism and Advertising in the 1950s - Christina Catalano
‘The 1950s proved to be an important era for American women. With the end of World War II, men returned to the United States and to _ their jobs, which had temporarily been assumed by women. Women now out of work turned toward the home and domestic activity. Advanced industrialization and the beginnings of suburbs further separated the environments of women and men.’
‘At the same time, the Cold War placed an added emphasis on family unity as a defense against communism, making the role of women as wives and mothers crucial to the preservation of the United States and its democratic ideals.’
When looking at the advertisements Christina Catalano found differing results to that of Alice Courtney and Sarah Lockeretz when looking at the quantity of ads depeciting that a womens place is in the kitchen.
Alice Courtney and Sarah Lockeretz - ‘Over 50 per cent of respondents in both studies agreed that advertising shows women as dependent on men and at least half the women in both studies suggest that they are more sensitive to the portrayal of women in advertising.’
Christina Catalano - My findings were quite to the contrary. While it is true that some ads pictured women in a domestic environment, women were often pictured in other settings as well. For example, Figure I (attached) contains an ad from Newsweek magazine in 1952. The woman pictured is using power tools to repair an airplane. (Note that the man in the ad is doing basic secretarial duties, filling out fom1s and handling paperwork.) Not only is this woman pictured outside ofher supposed "place," but she is engaging in di fficult 46 47 Christina Catalano mechanical labor in ajob that is crucial to the safety and well-being of airplane passengers.
Digital Revolution
How has it impacted branding, new platform the think about, influence of social media on a brand. Animated advertising. Public figures developing own ‘brand’ through social media - not visual but lifestyle based.
Recent advancements in technology have meant that brands have to develop to keep up to date, the fundamentals of branding is the same but there are a multitude of different opportunities arise as a result of technological advancements, such as applying design to the screen, i.e. animation (Mikkel Bach-Andersen, 2016). This rapidly changing environment can cause aggressive competition between brands, as they need to ‘adapt to cultural needs to survive.’ (Timothy Ingram, 2016).
Brands also need to be aware of the consumer power customers feel through the use of the internet, as information is readily available to those who want to find it (Lauren I. Labrecque et al , 2013) . A customer can see through a business more clearly, review and criticise easily and equating in decisions about a brand can being made by those who haven’t experienced the brand first hand (Mikkel Bach-Andersen, 2016). Companies such as coca cola have shown that distinctive branding, that is well executed adds validity to a company, during the share a coke campaign coca cola removed the name from their bottes and replaced it with names of the consumers, creating a personal relationship with the consumer. People would share their pictures on social media, Coca Cola had embraced the advancements of technology to further their brand (Timothy Ingram, 2016).
The ideas of brands having to develop and keep up to date with the changes of the digital age. States the fundamentals are the same but the opportunities are changing. The design is similar but need to be able to apply to the screen, opens up the possibility for other design techniques eg. animations.
The customer can see through business more clearly, as they have easy access to reviews and can make decisions more rapidly. A brand as ultimately becomes more transparent as a byproduct. Brands need to justify their intentions, need to show, not just say.
- Consumer Power: Evolution in the Digital Age
Rapidly changing environment with aggressive competition.
‘Brands must adapt to cultural needs to survive.’
- ‘Pioneering companies like Coca-Cola demonstrated that well-executed branding could add value to a company. With a distinctive logo on the packaging, it was easy for customers to identify a quality product. Strong branding also allowed companies to expand across global markets while maintaining the same core values and messages. Consistency was the key.’‘One of the great branding triumphs of the last few years was Coca-Cola’s Share a Coke campaign. Subversively, Coke replaced their logo, one of the most valuable brands in the world, with consumer’s names. It was a gift from the company, and customers loved it. Suddenly the brand was personal. They felt ownership.’
Brands needing to understand that customers no long want to be “friends” with the brand, they want to be friends with other consumers. However ‘to encourage positive feelings for brands among consumers. Brands don’t need to be their friend, but brands can be an excellent and trusted resource with meaningful exchanges.’
Sustainability
Branding promoting hyper consumerism, having to have the next best thing. Brands that counteract eg patagonia. Boom in sustainable clothing impacting brands (bamboo clothing), influenced by class, unsustainable brands.
Lush and the branding for sustainability, fleeting trend?
References:
Book Reference (author, year of publish, page) e.g. “Jones, 2015 pt.1”
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Relevant Key Points in Summary (use bullet points)
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Additional Information
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Marc De Swaan Arons, 2011
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Initial development of brands from companies, identity to differentiate themselves from other high quality companies.
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Brands and Branding By Stephen Brown (2016)
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A brand is a multitude of concepts, ranging from specific people, to franchises.
Selling more than a product/visual.
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The Business of Brands
By Jon Miller, David Muir (2005)
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The idea of a brand being a name or more visual (eg logo/symbol), as well as business based, getting people to buy your product.
States the work brand has become ‘one of the most overused (and misused) in the business lexicon.’
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Keller and Lehmann (2004) - Brands and Branding. Research findings and future priorities. |
Acknowledging the different elements involved within brands, relationships between customer and company. As well as overall appearance of company to wider audience, not just those who buy from company.
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'An All Consuming Century: Why Commercialism Won in Modern America' - Gary Cross
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Post WW2 America:
Information of increase in spending in America after the war.Increase in young families, large development in suburban areas due to larger population.
Development within advertising to reach target audience effectively. The idea of spending being a patriotic thing to do - supporting US after the war.
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(Tony Allen and John Simmons, Brands and Branding (2003)
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A brands visual identity as well as verbal identity being key aspects to a brand.
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Page 114-115
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Tom Blackett, Brands and Branding (2003)
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Name being a key element to a brand, more than visuals
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Page 16
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Micheal Evamy, Logotype (2012)
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Logotypes being the joining of the visual and verbal. Key to recognising brands, limited by brand needing to be known first.
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Page 6
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Frederic Vanhorenbeke, Branding Typography, Gingko Press (2013)
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Typography is the DNA of a brand.
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Page 4
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Brandwatching by Giles Lury (1998)
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Industrial revolution and the impact on branding, the beginning of mass production due to technology, mass distribution due to technology advancements within railways, and education increase, allowing for marketing to reach the mass market.
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Chapter 2, page 5-10
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Corporate Identity by Wally Olins (1989)
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Defining a brand as being something designed to distinguish from other products and increase sales. Due to standardisation within products
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How Branding has Changed, Timothy Ingram, 2016
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Pressure on companies due to social media, and technological advancements
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https://medium.com/@timothyi
ngram/how-branding-has-chan
ged-5e9706f5b259
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Shaping the American Woman: Feminism and Advertising in the 1950s Christina Catalano (2002)
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Disagrees with Alice Courtney and Sarah Lockeretz, finds opposing ads to support the opposite. Talks about american society for women in general.
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https://digitalcommons.iwu.edu
/cgi/viewcontent.cgi?referer=https://scholar.google.co.u
k/&httpsredir=1&article=1054&c
ontext=constructing
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Females' attitudes toward the portrayal of women in advertising - 1992, Alice Courtney and Sarah Lockeretz
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Women being a domesticated object in advertising - proper study
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https://www.warc.com/fulltext/ijoa/5225.htm
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Branding in the digital age: why managing the brand is as important as ever. Mikkel Bach-Andersen, 2016
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https://www.kunde.dk/insights/branding-in-the-digital-age/
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Consumer Power: Evolution in the Digital Age, Lauren I. Labrecque et al, 2013
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