History of the Brand

Posted in: darrelrussell.com edit
05 Jan 2009
  • -SUBJECT- History of the Brand -SIDE NOTES- First of all I want to say I’m a French person, so I apologize for my English writing.. -GOAL- Have a picture of the brand evolution history since the dawn of marketing. -KEY QUESTION- 1) Evolution of the brand since 1900 2) Value support by the brand. (Initially I guess it was Quality, now look at Nikes, the brand present a complete way of life) 3) Some educational information on the Brand and the science of the Brand. (Is there a micro-science under the marketing that specificity studies the brand?) 4) Where can I get article on the digital brand and how a physical brand is migrating on the net. The success of digital brand. 5) Since digital consumer economy exist only since 10 years, what is the importance of time in a Brand. (Like Pepsi, McDonalds, Budweiser, brand built for 50 years...) -PHILOSOPHICAL QUESTION- As K. Nordstrom and J. Ridderstrale say it in Funky Business, chapter on the "Economies of soul"; -"In an emotional economy, it is better to piss off 90 percent of the people." And they tag this 'Make them Sad, Mad or Glad'. In a brand religion, think for 2 second i'm a NIKE disciple, wearing my religious artifact. Potential consumer for this products will have 3 reactions by seeing me; 1) Sad; Potential consumer hope someday they might be able to get one. 2) Mad; To bad, potential consumer is a ADIDAS disciple. 3) Glad; Potential consumer is a NIKE disciple, a 'brother'. Another exemple: I can count how many time I talk to someone I doesn't know only because he had and Apple logo on him. In the digital universe, except for the platform war (Microsoft VS Unix), the brand religion is less present. My question is HOW the social structure of the Internet affect the brand concept. If i'm a ICQ fan, probably only other ICQ fan will know it. I will probably not make anybody Sad, Mad or Glad about it. If you have answer all the key question above, i am interested in your personal opinion for this one. =) -OUTPUT NEEDS- I want to build a summary white paper on the subject of the brand history and its evolution.


  • Greeting Everlast1, greeting Chromedome, I will answer to Everlast1 first. I’m agree with you that brand recognition is the ultimate goal of a Brand, for now. The ‘Mad, Sad & Glad’ theory of Funky Business is and extrapolation from the trends the Brand actually had at becoming more a religion then a commercial action in the past 50 years. Thank you for your recommendation Chromedome, I already had Naomi Klein’s book and currently finishing reading it. It is clearly ‘reference’ book on the subject although I’m disappointed her approach is and editorial one instead of a scientific one. Scale it down to 50 pages instead of 500, and its now a Manifesto for the proletarian movement. Hum, sorry, I mean anti-globalization movement. =) But, let’s continue on the Brand recognition and the Brand’s future trends. My understanding of ‘Funky Business’ theory on Emotional Market is, in the next future, Brand will be more focus on ‘the number of fellowship converted’ instead of the ‘Mass recognition’, simply because ‘fellowship’ are not only here to stay but to FIGHT for the Brand. I think Apple’s fellowship is the best example, they have play important role in the fact the company still exist after its ‘dark year’ of red ink. (But, unlike Naomi Klein say it, they aren’t the only reason.) IF we extrapolate from Funky Business’s theory, does next marketing campaign should come with a Preacher, a Temple and a Manifesto? But, enough talk, you got the point of what information I wish to get from this paid research. Data to study the Brand trend in the history and its religious tendency. - Anashel


  • Hello! This is one interesting question. When we open and lookup in dictionaries we found that the term “brand” generally means that it is a unique name given to a particular product so as to differentiate it from the products of its competitors. For marketers however a “Brand” does not only connote a name but also the most intrinsic part of a manufacturer’s product which could signal the intimacy, image and awareness it wants to generate from its customers or clients. 1.) Brands were a natural consequence of advertising. According to the MSN Encarta encyclopedia website archaeologists already found evidence of advertising among the Babylonians in 3000 BC. But it was only in the late 1900s that brands were utilized in advertising in the United States to provide differentiation among products. The Microsoft Encarta Encyclopedia pointed out that soap makers were one of the first to utilize brand marketing. The first household brand names were Ivory, Pears and Sapollo. Encarta – History of Advertising http://encarta.msn.com/find/concise.asp?mod=1&ti=761564279&page=3#s21 CD-ROM Encyclopedia Source “Introduction: Advertising.”Microsoft Encarta Encyclopedia 2002 CD-ROM, Windows. Microsoft Corporation, 2002. Emergence of Brand Advertising in America http://scriptorium.lib.duke.edu/eaa/ 2.) Today brands are seen to provide tremendous value not only to the product but to the corporate entity as well. You may be right that one of the first qualities of branding is quality; I feel that at the start brands also corresponds to awareness during the early 1900s. The Value of Brands And Implications for Formulators http://www.scf-online.com/english/issue21/brands_21_e.htm 3.) A more thought provoking and scientific discussion could be found in the following web pages: MASTERING BUSINESS BRAND EVOLUTION by Bob Donath http://www.smeal.psu.edu/isbm/web/oct99brandnuggets/oct99brandnuggets.htm Excellent Quality, Pricing and Marketing May Not Establish Your Brand Unless.. http://www.disclosure.com/marketing/tricks_adv_brand.html The Beyond Marketing Strategies Philosophy on Naming from Beyond Marketing http://www.beyondmarketing.com/Naming.html 4.) On the aspect of branding in the digital world, I think it depends on whether you ask an old school marketer or a new age one. To the old school of thought branding on the net is the same as branding offline while for others its totally different. Well maybe because of the Internet shake-up, the old school idea, may have a point but for me it is still too early to tell. Branding on the Internet http://www.allaboutbranding.com/index.lasso?article=175 Lipstick powder and paint http://www.insight.bt.com/articles/autumn2000/lipstick.html Think Like a Customer, Act Like a Brand http://www.digitrends.net/marketing/13638_6356.html 5.) In your question regarding the importance of time in brands I found this article about the advertising wars of the soft drink beverage industry. It does not give a concrete answer but it gives us a vivid picture of what were the transformations each competing beverage brand sought to be the top soft drink in America and in the world. Beverage Industry: Celebrating 50 Years of Service http://memory.loc.gov/ammem/ccmphtml/indsthst.html On the philosophical side I do believe that we are an emotional economy but I do not subscribe to the belief of K. Nordstrom and J. Ridderstrale “In an emotional economy, it is better to piss off 90 percent of the people." And they tag this 'Make them Sad, Mad or Glad'”. One does not play with the emotions of potential clients. The reason for this is that in business and marketing we only have one chance to make a first impression on a client or customer. The principle of “first impression” strongly comes into play whenever a potential client experiences anything positive or negative about a particular brand. First impression is very important that if a company fails, a domino effect of negative events will eventually follow. Foremost of this is word of mouth. So if you make a potential client mad, what will stop the latter from bad mouthing your product from his relatives, friends and associates? Brand religion in the digital universe I think is rather underestimated. If you are an ICQ fan for example, it is not true that only you or other ICQ people will know it. With the prevalence of newsgroups, discussion boards, email and SMS or text messaging in most Asian and European countries, word of mouth today can travel like wild fire. Maybe we should call it “stroke of keys” instead of “word of mouth”. Search terms used Value of brands Internet branding Marketing science Products Moving online I hope this would be of help to you. Good luck on your summary white paper and thanks for being a part of Google Answers. Regards, Easterangel-ga


  • This may be trite, but I would think that creating any kind of brand recognition would be of paramount importance, regardless of the target's opinion, as this "brand recognition" is one of the most sought after qualities of any marketing campaign.


  • For an admittedly partisan look at the history and changing role of the brand, you may wish to read "No Logo" by Naomi Klein. Although the main theme of the book is that corporations have focussed on brand at the expense of value (and their employees) the discussion of branding is fairly comprehensive. This book has become something of a touchstone for the antiglobalization movement, and should be readily available in French.


  • Hi again here is to clarify the answer. In this web page though not comprehensive provides us a glimpse of the history of brands in the US. Procter and Gamble figures prominently here: http://216.239.33.100/search?q=cache:AlBH40dT7nYC:connectingonline.com/articles/991015.html+US+branding+history&hl=en Building Brands in a Global Marketplace http://www.cem.itesm.mx/dacs/publicaciones/logos/anteriores/n6/build.htm The following history of famous brands might be of interest to you so as to be of supplement brand evolution: A brief history of brands: Hello Kitty http://media.guardian.co.uk/Print/0,3858,4218120,00.html A brief history of brands: Microsoft http://www.guardian.co.uk/g2/story/0,3604,518721,00.html A brief history of brands: Nokia http://www.guardian.co.uk/g2/story/0,3604,518729,00.html The Evolution of Coca-Cola http://www.allaboutbranding.com/index.lasso?article=111 I hope this was of some help to clarify things. Thanks again.


  • Thank you easterangel. You dramatically kick off my white paper! If you wish I give you credit of your research, I will be happy to do so. Drop me and e-mail at adoyon@universalnetwork.info. Again, thank you a lot. Really professional!


  • Thank you Easterangel, great answer. It was a hard question. I will give it 5 stars if you can give me a little bit more information on the brand history in a chronological approach, like 1920, 1940, 1960 and 1980. Don't get me wrong; I greatly appreciate your work. Thank you again!







    • #If you have any other info about this subject , Please add it free.#
    Your name:
    E-mail:
    Telphone:

    Your comments:


    If you have any other info about History of the Brand , Please add it free.
    Key Points For Betting On Sports Online
    Proxim Drops Multipoint Prices