Emotional branding and the strategic value

There is a common misconception that social media only benefits consumer brands. The truth is … social media can equally benefit both consumer and business-to-business brands if a clearly thought out and well written social media strategy is in place. There are at least five solid strategic reasons why B2B companies should be on social media. The single most important benefit of social media for B2B marketers is the opportunity to increase awareness of your brand.

Emotional branding and the strategic value

BRAND x CULTURE = GROWTH

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 Middle English as birnan and brond.

Emotional branding and the strategic value

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.

Brand - Wikipedia

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 the 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.

Producers began by attaching simple stone seals to products which, over time, gave way to clay seals bearing impressed images, often associated with the producer's personal identity thus giving the product a personality.

Stamps were used on bricks, pottery, and storage containers as well as on fine ceramics. For example, 3rd-century Gaulish pots bearing the names of well-known potters and the place of manufacture such as Attianus of Lezoux, Tetturo of Lezoux and Cinnamus of Vichy have been found as far away as Essex and Hadrian's Wall in England.

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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.

Details in the image show a white rabbit crushing herbs, and text includes advice to shoppers to look for the stone white rabbit in front of the maker's shop. 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.

Branding – the basics

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. However, in the European Middle Ages, heraldry developed a language of visual symbolism which would feed into the evolution of branding, [40] and with the rise of the merchant 's guilds the use of marks resurfaced and was applied to specific types of goods.1.

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If you have a brand strategy, make sure it’s as effective as possible. Currently the Creative Director of Jónsson & Le’macks Communications agency which he co-founded in At J&L he has let the branding and communications for Landsvirkjun, Landsbankinn, 66°North, Íslandsbanki, Sjóvá and TM, insurance firms and Reyka Vodka, among many others.

Brand Management: Process And Responsibilities | Branding Strategy Insider