What is Branding?

Brading as a mark of ownership 

Livestock, cattle-branding. Hot metal brands as a way to label animals as their own. 

This is where branding started. 

Make this make sense with what branding is today. 

‘Marks’ - visual icons representing ownership. 

Livestock were also applied to mead produce and became an attribute to quality. 

A particular mark represented a particular farmer, which represented particular practice and the
quality. The connection between the farmer and the consumer. Represents reputation. 

Pottery, metal crafts - also began using marks to represent the maker of the artifact. Would be
designed and made for upper class, royalty etc. 

Synonymous with the heritage and background of the maker - who they were, their background. 

[look into pottery maker marks] products made to be sold to people. A mark of ownership in terms
of the craft. ‘I made this object and I am proud of it’. 

Labels represented a name of a surname of a craftsman. A lot of brands use this today e.g. Marks
and Spencers. But not very modern. More of an old business thing to do. 

The industrial revolution exaggerated the use of marks for brands. 

Pottery and metal works were meant for rich people, however the increase in production made
things more accessible, and so the practice of branding and using marks grew also. 

In order to gage quality and to distinguish. 

More products, more things to be sold within markets, distributed wider, produced more. Majority
of these products had marks on them. 

At this time laws regarding hallmarks came into force to regulate quality. Rich demanded a
guarantee of quality. A law states that a small mark means a great deal in relation to quality and
guarantee. Very important. 

Homewares, cleaning products that were affordable to working class. Food, clothes etc. These
markets inherited the idea of the mark. Became necessary to use the marks as it was a necessary
means to distinguish in relation to other brands. 

Early 19th Cent. Become widely distributed. Heinz, Keloggs, Singer, Coca Cola, Quaker. Value
focused. Ivory - soap, cleanliness, richness. 

Branding as a market of product virtues

Olins (2003) 

Attributes modern branding to the marketing of 19th Cent. medicines (tonics, elixirs) 

Marketed as medicinal qualities (e.g. Coke being marketed like redbull) It relieves exhaustion!

Incredibly popular (similar to cold and flu remedies, vitamins) 

They proved so popular despite scientific research that shows it was nonsense. This was because
of the branding - the description of the marvolour benefits. 

Branding becomes the picture surrounding the product - it is no longer just about the small mark.
Values and virtues of the product and what it can do for you. No real efficiency but communicated
the essence of the product well - all be it, lies. 

Laws in Trademarks ensured that organizations could protect their image and identity.

First was red triangle for Bass in England. Shows the importance of the image and ensuring the
quality. 

Products become more than just what they are and what they do. 

Ivory soap - It was important that the product had its own distinct identity. Was promoted by
talking up the virtues. Being able to clean everything. Ornate, attractive, rich packaging. 

Promoted health, fitness, what the consumer can gain. 

Branding as a symbol of status

Late 19th Cent early 20th Cent. 

Having control of what the consumer perceives the product to be. 

50s/60s psychology became involved in branding. Hidden desires, needs, insecurities. 

Marketing is an ongoing exercise. How they are perceived, how the audience relates to them. 

Communication that surrounded products pushed the idea that the product could represent an
amount of status to the person using it.

Lifestyle was very important as people rebuild themselves and getting into their correct roles. 

Hoover - suggesting the benefit the product can have to you in the home. 

Cigarettes - relate to medicinal branding. Can give you what you desire most. Nice clothes, car
lady ect. Suggest power and status

Cars - craftsmanship. Ownership is exclusive, even though they are actually mass produced. 

About the marketing, communication etc how all these things come together to build a particular
message.

Branding as an experience

The experience economy (right now)  / the agrarian economy / the commercial economy

What exciting experiences can we, the consumer, gain from buying a product.  

Identity, lifestyle, what restaurants, what buildings we live in, what concerts we go to. 

Trust, how we project our social status. 

Logo is not important. It’s how we can build an experience around the product we try and sell. 

M&S campaign - promoting the richness, exclusivity, hierarchy. Continuity within the brand - print,
TV, radio, packaging, lorries etc. Being positioned next to clothes puts it up. 

Encompases every part of communications about the prand. The organization, the product, etc. 

Ultimate control over the perception that the consumer has. 

PR, Marketing, advertising, logo, identity design, packaging, web. Social media, high street
presence all encompass what branding represents. 

Branding is fundamental at controlling the message, identity, personality, ideas. 

Design studios don’t market themselves as such, creative studios sells better. 

Think of branding in terms of the whole experience. What else? Other than a logo. Packaging.
Adverts. PR campaigns. All important. 

Brand guidelines going into minute detail for people who are not designers. Protects communication
and meaning that is so important. 

Your experience as consumers in relation to branding. Loyalty, Lifestyle, Values, Social Status,
Trust. Which brands do this really well? 

Shoe brands - Nike, Adidas - high status, good quality. Wouldn't purchase Sketchers. 

Apple - wouldn't buy an android. Sounds elitist.  

Glossier - creates a desirable visual identity. Such as Brandy Melville - creates the ‘one size fits
all’ ideal. 

Can raise prices because they have loyal customers. Create trends (e.g. Champion)

Sponsorships - Nike for athletes. Only represented by the best. 

Reactive brands. Reactive to complaints (Plus Size) 

McDonalds - reacting to customer complaints. 

Lidl. - adverts

Aldi advert

Really self aware