Monday, March 4, Chapter 5: Developing a Global Vision Of all the luxury fashion brands in the world, Chanel is possibly the most famous, as well as the most private. A is an independent and unlisted company, which was found in in Paris, by Gabrielle Chanel.
Etymology[ edit ] The word, brand, derives from its original and current meaning as a firebrand, a burning piece of wood. That word comes from the Old High Germanbrinnan and Old English byrnan, biernan, and brinnan via Chanel brand vision English as birnan and brond. Later the firebrands were replaced with branding irons.
Through that association, the term eventually acquired its current meaning. History[ edit ] In pre-literate society, the distinctive shape of amphorae provided potential consumers with information about goods and quality.
Amphorae for wine and oil, Archaeological Museum, Dion. Branding and labelling have an ancient history. Branding probably began with the practice of branding livestock in order to deter theft. Images of the branding of cattle occur in ancient Egyptian tombs dating to around 2, BCE.
Branding was adapted by farmers, potters and traders for use on other types of goods such as pottery and ceramics. Forms of branding or proto-branding emerged spontaneously and independently throughout Africa, Asia and Europe at different times, depending on local conditions. Systematic use of stamped labels dates from around the fourth century BCE.
In a largely pre-literate society, the shape of the amphora and its pictorial markings conveyed information about the contents, region of origin and even Chanel brand vision identity of the producer, which were understood to convey information about product quality.
These ancient societies imposed strict forms of quality-control over commodities, and also needed to convey value to the consumer through branding.
Stamps were used on bricks, pottery, and storage containers as well as on fine ceramics. A series of five marks occurs on Byzantine silver dating from this period. We buy high-quality steel rods and make fine-quality needles, to be ready for use at home in no time.
Museo Bellini In ancient Romea commercial brand or inscription applied to objects offered for sale was known as a titulus pictus. The inscription typically specified information such as place of origin, destination, type of product and occasionally quality claims or the name of the manufacturer.
Mosaic patterns in the atrium of his house feature images of amphorae bearing his personal brand and quality claims. The mosaic depicts four different amphora, one at each corner of the atrium, and bearing labels as follows: Wine jars, for example, were stamped with names, such as "Lassius" and "L.
Eumachius"; probably references to the name of the producer. Back section of a bracelet clasp with a hallmark of Hunnish craftsmanship, early 5th century The use of identity marks on products declined following the fall of the Roman Empire.
Hallmarks, although known from the 4th-century, especially in Byzantium,  only came into general use during the Medieval period. Many years before Bass applied a red triangle to casks of its Pale Ale. In its red-triangle brand became the first registered trademark issued by the British government.
When shipping their items, the factories would literally brand their logo or company insignia on the barrels used, effectively using a corporate trademark as a quasi-brand. Packaged-goods manufacturers needed to convince the market that the public could place just as much trust in the non-local product.
Gradually, manufacturers began using personal identifiers to differentiate their goods from generic products on the market. Marketers generally began to realise that brands, to which personalities were attached, outsold rival brands.
The process of giving a brand "human" characteristics represented, at least in part, a response to consumer concerns about mass-produced goods. The Quaker Company was one of the earliest to use a character on its packaging, branding and advertising. The Quaker Man, c. Aroundadvertising guru James Walter Thompson published a house advertisement explaining trademark advertising.
This was an early commercial explanation of what scholars now recognize as modern branding and the beginnings of brand management. Business analysts reported that what they really purchased was the brand name.
With the rise of mass media in the early 20th century, companies soon adopted techniques that would allow their messages to stand out; slogansmascotsand jingles began to appear on radio in the s and in early television broadcasting in the s.
Soap manufacturers sponsored many of the earliest radio-drama series, and the genre became known as soap opera.
Brand development, often the task of a design teamtakes time to produce. Brand names and trademarks[ edit ] Further information: Trademark and Trademark symbol Coca-Cola is a brand name, while the distinctive Spencerian script and the contour bottle are trademarked A brand name is the part of a brand that can be spoken or written and identifies a product, service or company and sets it apart from other comparable products within a category.
A brand name may include words, phrases, signs, symbols, designs, or any combination of these elements. For consumers, a brand name is a "memory heuristic"; a convenient way to remember preferred product choices.Find chanel from a vast selection of Vision Care Products.
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