Brand management - Knowledge (XXG)

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stimulate sales and create a 'buying habit', advertising had to 'build a definitive association of ideas round the goods'. In the United States, advertising agency J. Walter Thompson company (JWT) was pioneering similar concepts of brand personality and brand image. The notion of a 'brand personality' was developed independently and simultaneously in both the United States and Britain. For example, in 1915 JWT acquired the advertising account for Lux soap and recommended that the traditional positioning as a product for woolen garments should be broadened so that consumers would see it as a soap for use on all fine fabrics in the household. To implement, Lux was repositioned with a more up-market posture, and began a long association with expensive clothing and high fashion. Cano has argued that the positioning strategy JWT used for Lux exhibited an insightful understanding of the way that consumers mentally construct brand images. JWT recognized that advertising effectively manipulated socially shared symbols. In the case of Lux, the brand disconnected from images of household drudgery, and connected with images of leisure and fashion.

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became necessary following the urban revolution in ancient Mesopotamia in the 4th century BCE, when large-scale economies started mass-producing commodities such as alcoholic drinks, cosmetics and textiles. These ancient societies imposed strict forms of quality control over commodities, and also needed to convey value to the consumer through branding. Diana Twede has argued that the "consumer packaging functions of protection, utility and communication have been necessary whenever packages were the object of transactions" (p. 107). She has shown that amphorae used in Mediterranean trade between 1500 and 500 BCE exhibited a wide variety of shapes and markings, which provided information for purchasers during exchange. Systematic use of stamped labels dates appears to date from around the fourth century BCE. In a largely pre-literate society, the shape of the amphora and its pictorial markings functioned as a brand, conveying information about the contents, region of origin and even the identity of the producer which were understood to convey information about product quality.

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consumers. In the case of voluntary organizations if they can unlock their brand heritage and it will improve volunteer engagement, to the extent that organizations 'with a long history, core values, positive track record, and use of symbols possess, whether consciously or not, an inherent advantage in an increasingly competitive landscape'. In the luxury literature, heritage is distinctly recognized as an integral component of a luxury brand's identity. In the context of tourism preconceived notions of brand heritage stimulate the increased experience of existential authenticity, increasing satisfaction with the visitor experience. For consumer goods the communication of continuity of the brand promise can increase perceived brand authenticity. Heritage brands are characterized by their distinctive capacity to seamlessly integrate past, present, and future temporal dimensions.

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customers to spread the word about the brand through viral platforms, while still controlling the company's own core strategic marketing goals. Word-of-mouth marketing via social media, falls under the category of viral marketing, which broadly describes any strategy that encourages individuals to propagate a message, thus, creating the potential for exponential growth in the message's exposure and influence. Basic forms of this are seen when a customer makes a statement about a product or company or endorses a brand. This marketing technique allows users to spread the word on the brand which creates exposure for the company. Because of this, brands have become interested in exploring or using social media for commercial benefit.

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techniques. Stores not only began to brand themselves, but also displayed branded goods, both in the glazed shop windows to attract passers-by and display counters to appeal to patrons inside the store. Branding was more widely used in the 19th century, following the industrial revolution, and the development of new professions like marketing, manufacturing and business management formalized the study of brands and branding as a key business activity. Branding is a way of differentiating product from mere

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sells to other companies in the food sector), student loans (which have a relationship with universities/schools rather than the individual loan-taker), and electricity (which is generally a controlled monopoly) have less prominent and less recognized branding. Brand value, moreover, is not simply a fuzzy feeling of "consumer appeal", but an actual quantitative value of good will under Generally Accepted Accounting Principles. Companies will rigorously defend their brand name, including prosecution of

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invented the red-dressed Santa-Claus which is used to gain market entry in less capitalistic regions in the world such as the former Soviet Union and China, and such brand-management stories as "Coca-Cola's first entry into the Chinese market resulted in their brand being translated as 'bite the wax tadpole'". Brand management science is replete with such stories, including the Chevrolet 'Nova' or "it doesn't go" in Spanish, and proper cultural translation is useful to companies entering new markets.

880:' Company continues to fight heavily in media whenever a reporter or other writer uses 'xerox' as simply a synonym for 'photocopy.' Should usage of 'xerox' be accepted as the standard American English term for 'photocopy,' then Xerox's competitors could successfully argue in court that they are permitted to create 'xerox' machines as well. Yet, in a sense, reaching this stage of market domination is itself a triumph of brand management, in that becoming so dominant typically involves strong profit. 295: 832: 692: 443:

needs and tensions implicit in consumer culture, in which brands provide social status and stratification. Thus, the evolution of brands in China stands in sharp contrast to the West where manufacturers pushed brands onto the market in order to differentiate, increase market share and ultimately profits (pp 218–219). In Japan, branding has a long heritage. For many Japanese businesses, a "mon" or seal is an East Asian form of brand or trademark.

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tiger mascot used in Scandinavia at the turn of last century, and first appeared as a global advertising slogan in the 1950s and 1960s, and subsequently reappeared in the 1990s. Throughout the late 20th century, brand advertisers began to imbue goods and services with a personality, based on the insight that consumers searched for brands with personalities that matched their own.

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this period. By 1266, English bakers were required by law to put a symbol on each product they sold. Bricui et al. have argued that the number of different forms of brands blossomed from the 14th century following the period of European discovery and expansion. Some individual brand marks have been in continuous use for centuries. The brand

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On the other end of the extreme, luxury and high-end premium brands may create advertisements or sponsor teams merely for the "overall feeling" or goodwill generated. A typical "no-brand" advertisement might simply put up the price (and indeed, brand managers may patrol retail outlets for using their

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In medieval Europe, branding was applied to a broader range of goods and services. Craft guilds, which sprang up across Europe around this time, codified and reinforced systems of marking products to ensure quality and standards. Bread-makers, silversmiths and goldsmiths all marked their wares during

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and the brand concepts of baoji, hao, lei, gongpin, piazi and pinpai, which roughly equate with Western concepts of family status, quality grading, and upholding traditional Chinese values (p. 219). Eckhardt and Bengtsson's analysis suggests that brands emerged in China as a result of the social

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Brand management is the process of identifying the core value of a particular brand and reflecting the core value among the targeted customers. In modern terms, a brand could be corporate, product, service, or person. Brand management builds brand credibility and credible brands only, can build brand

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Brand orientation refers to "the degree to which the organization values brands and its practices are oriented towards building brand capabilities". It is a deliberate approach to working with brands, both internally and externally. The most important driving force behind this increased interest in

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By the eighteenth century, as standards of living improved and an emerging middle class began to demand more luxury goods and services, the retail landscape underwent major changes. Retailers were tending to specialize in specific goods or services and began to exhibit a variety of modern marketing

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The split between commodities/food services and technology is not a matter of chance: both industrial sectors rely heavily on sales to the individual consumer who must be able to rely on cleanliness/quality or reliability/value, respectively. For this reason, industries such as agricultural (which

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From the first decades of the 20th century, advertisers began to focus on developing brand personality, brand image and brand identity—concepts. The British advertising agency W. S. Crawford's Ltd began to use the concept of 'product personality' and the 'advertising idea' arguing that in order to

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The granting a royal charter to tradesmen, markets and fairs was practiced across Europe from the early medieval period. At a time when concerns about product quality were major public issues, a royal endorsement provided the public with a signal that the holder supplied goods worthy of use in the

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Around 4,000 years ago, producers began by attaching simple stone seals to products which, over time, were transformed into clay seals bearing impressed images, often associated with the producer's personal identity thus giving the product a personality. Bevan and Wengrow have argued that branding

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to gather insights into consumer purchasing. Strong branded campaigns for Chrysler and Exxon/Esso, using insights drawn research methods from psychology and cultural anthropology, led to some of most enduring campaigns of the 20th century. Esso's "Put a Tiger in Your Tank" campaign was based on a

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In 2001, Hislop defined branding as "the process of creating a relationship or a connection between a company's product and emotional perception of the customer for the purpose of generating segregation among competition and building loyalty among customers". In 2004 and 2008, Kapferer and Keller

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Brands with heritage are not simply associated with antiquated organizations; rather, they actively extol values and position themselves in relation to their heritage. Brands offer multiple benefits to organizations at various market levels, reflecting the entire experiential process afforded to

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products. Despite numerous blind tests indicating that Coke's flavor is not preferred, Coca-Cola continues to enjoy a dominant share of the cola market. Coca-Cola's history is so replete with uncertainty that a folklore has sprung up around the brand, including the (refuted) myth that Coca-Cola

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recognized the value of supplying royalty, often at prices well below cost, for the sake of the publicity and kudos it generated. Many manufacturers began actively displaying the royal arms on their premises, packaging and labelling. By 1840, the rules surrounding the display of royal arms were

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In the East, evidence of branding also dates to an early period. Recent research suggests that Chinese merchants made extensive use of branding, packaging, advertising and retail signage. From as early as 200 BCE, Chinese packaging and branding was used to signal family, place names and product

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Within the literature, it is possible to identify two distinct definitions of brand equity. Firstly an accounting definition suggests that brand equity is a measure of the financial value of a brand and attempts to measure the net additional inflows as a result of the brand or the value of the

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Even though social media has changed the tactics of marketing brands, its primary goals remain the same; to attract and retain customers. However, companies have now experienced a new challenge with the introduction of social media. This change is finding the right balance between empowering

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Scauras' fish sauce was known to be of very high quality across the Mediterranean and its reputation travelled as far away as modern France. Curtis has described this mosaic as "an advertisement... and a rare, unequivocal example of a motif inspired by a patron, rather than by the artist".

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The impetus for more widespread branding was often provided by government laws, requiring producers to meet minimum quality specifications or to standardize weights and measures, which in turn, was driven by public concerns about quality and fairness in exchange. The use of

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culture, where a high level of consumption was attainable for a wide variety of ordinary consumers rather than just the elite (p. 212). The rise of a consumer culture led to the commercial investment in carefully managed company image, retail signage, symbolic brands,

421:, found at Herculaneum, indicate that some bakers stamped their bread with the producer's name and other information including the use, price or intended recipient. These markings demonstrate the public's need for product information in an increasingly complex 2228:

Escalas, J.E. and Bettman, J.R., "Self-Brand Connections: The Role of Reference Groups and Celebrity Endorsers in the Creation of Brand Meaning", in Handbook of Brand Relationships, D. J. MacInnis, C. W. Park and J.W. Priester (eds), Routledge, 2014, p.

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Not all historians agree that the distinctive packages and markings used in antiquity can be compared with modern brands or labels. Moore and Reid, for example, have argued that the distinctive shapes and markings in ancient containers should be termed

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intangible asset of the brand. A different definition comes from marketing where brand equity is treated as a measure of the strength of consumers' attachment to a brand; a description of the associations and beliefs the consumer has about the brand.

417:, archaeological evidence also points to evidence of branding and labelling in relatively common use. Wine jars, for example, were stamped with names, such as "Lassius" and "L. Eumachius;" probably references to the name of the producer. 1941:

Karmasin, H., "Ernest Dichter's Studies on Automobile Marketing", in Schwarzkopf, S. and Gries, R. (eds.), Ernest Dichter and Motivation Research: New Perspectives on the Making of Post-war Consumer Culture, Palgrave Macmillan, 2010, p.

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funerary artwork also depicts branded animals. Over time, the practice was extended to marking personal property such as pottery or tools, and eventually some type of brand or insignia was attached to goods intended for trade.

254:, proceeds to planning how the brand should be perceived if it is to achieve its objectives and continues with ensuring that the brand is perceived as planned and secures its objectives. Developing a good relationship with 595:

By the 1940s, manufacturers began to recognize the way in which consumers were developing relationships with their brands in a social/psychological/anthropological sense. Advertisers began to use motivational research and

282:). Based on the aims of the established marketing strategy, brand management enables the price of products to grow and builds loyal customers through positive associations and images or a strong awareness of the brand. 364:

of Pompeii. The inscription which reads "G(ari) F(los) SCO(mbri) SCAURI EX OFFI(CI)NA SCAURI" has been translated as "The flower of garum, made of the mackerel, a product of Scaurus, from the shop of Scaurus".

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Ebrahim, E., Ghoneim, A., Irani, A. and Fan. Y., "A Brand Preference and Repurchase Intention Model: The Role of Consumer experience", Journal of Marketing Management, Vol 32, No. 13-14, 2016, pp 1230–1259,

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draws on the notion that consumers prefer brands with personalities that are congruent with their own; consumers tend to form strong attachments with brands where the brand personality matches their own.

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tightened to prevent fraudulent claims. By the early 19th century, the number of royal warrants granted rose rapidly when Queen Victoria granted some 2,000 royal warrants during her reign of 64 years.

3497: 538:, and therefore the use of branding expanded with each advance in transportation, communication, and trade. The modern discipline of brand management is considered to have been started by a memo at 262:

share with the brand, and also the relationships they have with the brand. A brand manager would oversee all aspects of the consumer's brand association as well as relationships with members of the

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Before long, radio station owners realized they could increase advertising revenue by selling 'air-time' in small time allocations which could be sold to multiple businesses. By the 1930s, these

479:, applied to precious metal objects, was well in place by the 4th century CE in Byzantium. Evidence of marked silver bars dates to around 350 CE, and represents one of the oldest known forms of 258:

is essential for brand management. Tangible elements of brand management include the product itself; its look, price, and packaging, etc. The intangible elements are the experiences that the

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Curran, Ross; Taheri, Babak; MacIntosh, Robert; O'Gorman, Kevin (December 1, 2016). "Nonprofit Brand Heritage: Its Ability to Influence Volunteer Retention, Engagement, and Satisfaction".

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Briciu, V.A, and Briciu, A., "A Brief History of Brands and the Evolution of Place Branding", Bulletin of the Transilvania University of Braşov , Vol. 9 (58) No. 2 2016, p.137-38 Online:

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Brand management aims to create an emotional connection between products, companies and their customers and constituents. Brand managers & Marketing managers may try to control the

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Briciu, V.A, and Briciu, A., "A Brief History of Brands and the Evolution of Place Branding", Bulletin of the Transilvania University of Braşov , Vol. 9 (58) No. 2 2016, p.137 Online:

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soon risk being transformed into competitive prerequisites. For this reason, increasing numbers of companies are looking for other, more enduring, competitive tools – such as brands.

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Briciu, V.A, and Briciu, A., "A Brief History of Brands and the Evolution of Branding", Bulletin of the Transilvania University of Braşov , Vol. 9 (58) No. 2 2016, p.139 Online:

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in antiquity. Archaeologists have identified some 1,000 different Roman potters' marks of the early Roman Empire, suggesting that branding was a relatively widespread practice.

1606:. Dumbarton Oaks Studies. Vol. 7. J.P.C. Kent (excursus on the comes sacrarum largitionum). Washington: Dumbarton Oaks Research Library and Collection. pp. 23–35. 471:- information about the product's quality expressed by the name of the manufacturer, place of origin or ingredients or any other generally accepted indicator of quality. 1044:

may sponsor an aerobatics team purely for the "image" created by such sponsorship. Space travel and brand management for this reason also enjoys a special relationship.

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refers to how easily the consumers can associate a brand based on the company's logo, slogan, color scheme, or other visual element, without seeing the company's name.

463:– information about the origin of manufacture-expressed by a mark, signature or even by the physical properties of the raw materials including the packaging materials, 521:, for example, was one of the earliest recipients of a royal warrant when he became the King's printer in 1476. By the 18th century, mass-market manufacturers such as 926:

refers to whether customers expect the brand to do what is right. 81% of consumers from different markets identified this as a deciding factor in their purchases.

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Bampo, M.; Ewing, M. T.; Mather, D. R.; Stewart, D.; Wallace, M. (2008). "The effect of the social structure of digital networks on viral marketing performance".

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refers to the extent to which consumers can identify a brand under various conditions. Marketers typically identify two distinct types of brand awareness; namely

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name in discount/clearance sales), whereas on the other end of the extreme a perfume brand might be created that does not show the actual use of the perfume or

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Schallehn, Mike; Burmann, Christoph; Riley, Nicola (2014). Brand authenticity: model development and empirical testing. Journal of Brand Management. 23 (3):

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Percy, L. and Rossiter, J., "A Model of Brand Awareness and Brand Attitude Advertising Strategies", Psychology and Marketing, Vol. 9, No. 4, 1992, pp 263–274

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bearing his personal brand and quality claims. The mosaic comprises four different amphora, one at each corner of the atrium, and bearing labels as follows:

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Wolny, J.; Mueller, C. (2013). "Analysis of fashion consumers' motives to engage in electronic word-of-mouth communication through social media platforms".

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as the packets of time became known, were being sold by the station's geographical sales representatives, ushering in an era of national radio advertising.

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1. G(ari) F(los) SCO/ SCAURI/ EX OFFI/NA SCAU/RI Translated as "The flower of garum, made of the mackerel, a product of Scaurus, from the shop of Scaurus"

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refers to a set of information nodes held in memory that form a network of associations and are linked to a key variable. For example, variables such as

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replaced the royal charter in England. The Lord Chamberlain of England formally appointed tradespeople as suppliers to the royal household. The printer

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The distinctive red colour, custom-designed Spencerian script and the shape of the bottle make Coca-Cola one of the most recognizable brands globally.

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rather than seen as modern brands according to our modern understanding. A proto-brand is one that possesses at least one of three characteristics;

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With the rise of mass media in the early 20th century, companies soon adopted techniques that would allow their advertising messages to stand out;

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Cano, C., "The Recent Evolution of Market Segmentation Concepts and Thoughts Primarily by Marketing Academics", in E. Shaw (ed.),

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served some of the functions of a label, communicating information about region of origin, the name of the producer and may have carried product

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refers to the feelings of attachment a consumer forms with a brand. It is a tendency of consumers to purchase repeatedly from a specific brand.

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Interbrand's 2020 top-10 global brands are Apple, Amazon, Microsoft, Google, Samsung, Coca-Cola, Toyota, Mercedes-Benz, McDonald's, and Disney.

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Volume 17, Marvin E. Goldberg, Gerald Gorn, and Richard W. Pollay (eds), Provo, UT Association for Consumer Research, pp 110–119, Stable URL:

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quality, and the use of government imposed product branding was used between 600 and 900 AD. Eckhart and Bengtsson have argued that during the

2395: 2065: 2611: 1033:"By Appointment to His Royal Majesty" was a registered and limited list of approved brands suitable for supply to the British royal family. 2856: 1911:

The Romance of Marketing History: Proceedings of the 11th Conference on Historical Analysis and Research in Marketing (CHARM),

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Brand managers create strategies to convert a suspect to prospect, prospect to buyer, buyer to customer, and customer to brand advocates.

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refers to "consumers' predisposition towards certain brands that summarize their cognitive information processing towards brand stimuli".

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refers to the "buyer's overall evaluation of a brand with respect to its perceived ability to meet a currently relevant motivation".

3548: 3538: 3277: 3257: 1848: 1647:. University of Connecticut Libraries. Washington, Dumbarton Oaks Research Library and Collection, Trustees for Harvard University; 1363:

Bevan, A, "Making and Marking Relationships: Bronze Age Brandings and Mediterranean Commodities In Bevan, A. and D. Wengrow (eds.),

2257:"Company versus consumer performance: does brand community identification foster brand loyalty and the consumer's personal brand?" 3188: 3121: 1270: 3512: 3126: 1872: 278:

Brand management uses an array of marketing tools and techniques in order to increase the perceived value of a product (see:

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The Future of Marketing's Past: Proceedings of the 12th Annual Conference on Historical Analysis and Research in Marketing,

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Keller, Kevin Lane; Lehmann, Donald R. (November 1, 2006). "Brands and Branding: Research Findings and Future Priorities".

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The Future of Marketing's Past: Proceedings of the 12th Annual Conference on Historical Analysis and Research in Marketing,

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in the 1930s. Many of the earliest radio drama series were sponsored by soap manufacturers and the genre became known as a

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Non-Destructive Imaging of Worn-off Hallmarks and Engravings from Metal Objects of Art Using Scanning Acoustic Microscopy

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refers to an image an organization wants to project; a psychological meaning or meaning profile associated with a brand.

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Weber, L. (2009). Marketing to the social web: How digital customer communities build your business. London: Wiley.

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Vol. 36 No. 1, pp. 45–57; Parker, B. T., "A Comparison of Brand Personality and Brand user-imagery Congruence",

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Turning Trade Marks into Brands: How Advertising Agencies Created Brands in the Global Market Place, 1900–1930,

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Demirdjian, Z. S., "Rise and Fall of Marketing in Mesopotamia: A Conundrum in the Cradle of Civilization", In

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Demirdjian, Z. S., "Rise and Fall of Marketing in Mesopotamia: A Conundrum in the Cradle of Civilization", In

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By the 18th century, manufacturers began displaying a royal warrant on their premises and on their packaging.

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Aaker, J. (1997), "Dimensions of brand personality", Journal of Marketing Research, Vol. 34 No. 3, p. 347

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Vol. 34 No. 3, 1997, p. 347; Aaker, J., "The Malleable Self: The Role of Self-expression in Persuasion",

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4. LIQUAMEN/ OPTIMUM/ EX OFFICI/A SCAURI Translated as: "The best liquamen, from the shop of Scaurus"

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respectively defined it as a fulfillment in customer expectations and consistent customer satisfaction.

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3. G F SCOM/ SCAURI Translated as: "The flower of garum, made of the mackerel, a product of Scaurus"

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Mark Casson and John S. Lee, "The Origin and Development of Markets: A Business History Perspective",

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refers to "the set of human personality traits that are both applicable to and relevant for brands".

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A number of archaeological research studies have found extensive evidence of branding, packaging and

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Harvard University Press, 2008; See Chapter 5, "Earning a Living: Baker, Banker and Garum Maker",

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loyalty, bounce back from circumstantial crisis, and can benefit from price-sensitive customers.

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Azoulay, A and Kapferer, J.N., "Do Brand Personality Scales Really Measure Brand Personality?"

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Leighton Neilson (ed.), CA, Longman, Association for Analysis and Research in Marketing, 2005

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Leighton Neilson (ed.), CA, Longman, Association for Analysis and Research in Marketing, 2005

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Oxford, Routledge, 2008, p. 330; Curtis, R.I., "A Personalized Floor Mosaic from Pompeii",

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Materiality and Social Practice: Transformative Capacities of Intercultural Encounters,

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royal household, and by implication inspired public confidence. In the 15th century, a

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Some believe brand managers can be counter-productive, due to their short-term focus.

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Lux, print advertisement, 1916, Lux was 'positioned' as the soap for all fine fabrics.

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Dobni, D., and Zinkhan, G.M., "In Search of Brand Image: a Foundation Analysis", in:

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Taheri, Babak; Farrington, Thomas; Curran, Ross; O'Gorman, Kevin (April 11, 2017).

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Keller, K., "Conceptualizing, Measuring and Managing Customer-Based Brand Equity",

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Brand equity & advertising : advertising's role in building strong brands

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http://www.hbs.edu/businesshistory/Documents/origin-and-development-of-markets.pdf

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Among the most highly visible and recognizable brands is the script and logo for

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Petty, R.S., "A History of Brand Identity Protection and Brand Marketing", in

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Advertising and Promotion: An integrated marketing communications perspective,

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D.G. Brian Jones and Mark Tadajewski (eds), Oxon, Routledge, 2016, pp 115–130

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D.G. Brian Jones and Mark Tadajewski (eds), Oxon, Routledge, 2016, pp 97–114

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International Journal of Social Sciences and Interdisciplinary Research,

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Moore, K. and Reid., S., "The Birth of the Brand: 4000 Years of Branding",

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Moore, K. and Reid., S., "The Birth of the Brand: 4000 Years of Branding",

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Moore, K. and Reid., S., "The Birth of the Brand: 4000 years of Branding",

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Eckhardt, G.M. and Bengtsson. A. "A Brief History of Branding in China",

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CGR Working Paper, Queen Mary University, London, 18 August 2008, p. 22

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are nodes within a network that describes the sources of

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form a linked network that describes the consumer's

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such as storage, transportation and assortment; and

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In pre-literate societies, the distinctive shape of

3557: 3526: 3490: 3462: 3434: 3346: 3320: 3248: 3222: 3179: 3147: 3103: 3092: 3038: 2973: 2966: 2955: 2890: 2706:Balmer, John M. T.; Burghausen, Mario (June 2019). 2480: 2478: 1836: 314:times. The practice may have first begun with the 310:The earliest origins of branding can be traced to 1428:Clarke, J. R. in Dobbins, J. J. and Foss, P. W., 450:Hallmark on an English silver spoon, 18th century 1712:University of California Press, 2015, pp 167–69 1807:P&G Changing the Face of Consumer Marketing 2146:9th ed., New York, NY: McGraw-Hill Irwin, 2012 1951:Aaker, J., "Dimensions of Brand Personality", 1503:The Fires of Vesuvius: Pompeii Lost and Found, 376:, a manufacturer of fish sauce (also known as 2850: 2810:The Routledge Companion to Marketing History, 2796:The Routledge Companion to Marketing History, 1971: 1969: 1290: 1288: 1286: 1284: 219: 8: 2708:"Marketing, the past and corporate heritage" 2030:"41 Brand Names People Use as Generic Terms" 1659:http://www.thesilversociety.org/Identify.pdf 1720: 1718: 1641:Dodd, Erica Cruikshank; Kent, John (1961). 3100: 2970: 2963: 2857: 2843: 2835: 2675:|...|intentional=yes}} 2088:: CS1 maint: location missing publisher ( 1843:. New York: The Free Press. pp. 1–6. 1006:. The consequence is that product-related 998:strong brands is the accelerating pace of 226: 212: 20: 2723: 2363: 2272: 1271:"Understanding the Power of a Brand Name" 2808:Twede, D., "A History of Packaging", in 2487:Nonprofit and Voluntary Sector Quarterly 1885:Historical Dictionary of American Radio, 1622:Dubler, Anne-Marie (November 27, 2008). 1350:, "Prehistories of Commodity Branding", 611: 487:period, have been found and documented. 433:(960–1127), Chinese society developed a 1389:Maran, J. and Stockhammer, P.W. (eds), 1262: 164: 121: 63: 30: 23: 2081: 1913:Boca Ranton, FL: AHRIM, 2003, pp 16–18 1809:. Harvard Business School. May 2, 2000 1887:Greenwood Publishing Group, 1998, p.8 7: 2335:Bridson, K. & Evans, J. (2004). 1367:Walnut Coast, Left Coast Press, 2010 613:Interbrand's Top Ten Global Brands ( 3534:Bachelor of Business Administration 2206:4th ed., Kogan Page, 2008, pp 10–11 465:performs a basic marketing function 3635:Organizational behavior management 2142:Belch, G. E., & Belch, M. A., 2016:"FACT CHECK: Bite the Wax Tadpole" 1963:, Vol. 26 No. 3, 2009, pp. 175–184 899:In another example, the variables 14: 3549:Doctor of Business Administration 3539:Master of Business Administration 333:depict images of branded cattle. 246:begins with an analysis on how a 3650: 2822: 2219:Vol. 38, No. 9, 2000, pp 662–669 1628:Historisches Lexikon der Schweiz 1531:Vol, 30, no. 3, 2010, pp 210–221 1490:American Journal of Archaeology, 1462:American Journal of Archaeology, 1434:American Journal of Archaeology, 1083:Brand § Branding strategies 830: 810: 790: 770: 750: 730: 710: 690: 670: 650: 2422:Journal of Marketing Management 2162:Journal of Promotion Management 1680:Pelican, Louisiana, 2010, p. 13 1602:Dodd, Erica Cruikshank (1961). 1380:Vol. 22, No. 1, 2002, pp 98–108 1365:Cultures of Commodity Branding, 3513:Chartered Management Institute 2619:Journal of Sustainable Tourism 2382:(2006). Raymond Miller (ed.). 2240:Advances in Consumer Research, 1957:Journal of Marketing Research, 1953:Journal of Marketing Research, 1767:Vol. 85, Spring, 2011, p. 18, 1354:Vol. 49, No. 1, 2008, pp. 7–34 250:is currently perceived in the 1: 2658:10.1080/09669582.2021.1920737 2631:10.1080/09669582.2017.1310867 2324:10.1080/0267257X.2016.1150322 2158:"Brand Placement Recognition" 1961:Journal of Consumer Marketing 1464:Vol. 88, No. 4 (Oct., 1984), 1309:"Brand Management Definition" 360:container, from the house of 2882:Index of management articles 2457:Information Systems Research 2434:10.1080/0267257X.2013.778324 2297:Journal of Brand Management, 514:royal warrant of appointment 3518:Critical management studies 3381:Full range leadership model 2805:Vol. 50, 2008. p. 5–23 2577:Journal of Brand Management 2299:Vol. 11, No. 2, 2003 p. 151 2261:Journal of Brand Management 2204:Strategic Brand Management, 1754:Routledge, 2004, p. 126-127 1579:Nelson-Atkins Museum of Art 874:genericization of trademark 3693: 3508:Certified Business Manager 2777:Thames & Hudson, 2005. 2770:Thames & Hudson, 2008. 2384:Globalisation and Identity 2274:10.1057/s41262-020-00208-4 1867:1st ed., BDD Books; 1991, 1708:Otnes, C.C., and Maclaran, 1529:Journal of Macromarketing, 1378:Journal of Macromarketing, 1080: 419:Carbonized loaves of bread 318:in the middle East in the 16:Process in brand marketing 3648: 3376:Evidence-based management 2872: 2695:10.1108/JPBM-06-2013-0339 2356:10.1108/09590550410546223 1929:December 6, 2006, at the 1803:"Neil McElroy's Epiphany" 1773:10.1017/S0007680511000018 1518:Vol. 50, 2008. pp 419–32. 3630:Organization development 3386:Management by objectives 2725:10.1177/1470593118790636 2499:10.1177/0899764016633532 1765:Business History Review, 316:branding of farm animals 3411:Social entrepreneurship 3371:Earned value management 2388:Oxford University Press 1644:Byzantine silver stamps 1604:Byzantine Silver Stamps 1544:Vol. 50, 2008, p. 5; 23 1393:Oxford, UK, Oxbow, 2012 573:in the 1920s and early 3657:Systems science portal 3600:Management development 3595:Management cybernetics 3580:Executive compensation 3416:Sustainable management 3278:Information technology 3258:Environmental resource 2542:10.1287/mksc.1050.0153 2469:10.1287/isre.1070.0152 1696:July 13, 2019, at the 1664:July 28, 2018, at the 1560:July 13, 2019, at the 1492:Vol. 88, No. 4, p. 557 1436:Vol. 88, No. 4, 1984, 1335:July 13, 2019, at the 1095:Advertising management 1008:competitive advantages 861: 851:trademark infringement 554: 499: 451: 413:In Pompeii and nearby 365: 307: 3620:Managerial psychology 3585:Management consulting 3406:Scientific management 3189:Customer relationship 2877:Outline of management 2667:|...}} 2652:(Retracted, see 2365:10536/DRO/DU:30004359 2174:10.1300/J057v10n01_13 2131:Journal of Marketing, 2092:) CS1 maint: others ( 1678:Build Your Own Brand, 1430:The World of Pompeii, 1419:Vol. 1, no. 3, p. 101 1352:Current Anthropology, 1250:Visual brand language 1205:Outline of management 1081:Further information: 897:brand-self congruity. 859: 552: 497: 449: 355: 297: 157:Visual brand language 3615:Managerial economics 3575:Corporate governance 3482:Oliver E. Williamson 3361:Collaborative method 2831:at Wikimedia Commons 2768:The Brands Handbook. 2217:Management Decision, 2133:Vol. 22, No. 1, 1993 2120:Edelman. 2019. p. 9. 2004:. December 18, 2001. 1833:Erich Joachimsthaler 1589:on December 13, 2016 1581:. Natchitoches, LA: 1185:History of marketing 1135:Brand implementation 980:Self-brand congruity 884:Branding terminology 540:Procter & Gamble 440:trademark protection 3477:Eliyahu M. Goldratt 2386:. South Melbourne: 1924:Newmediagroup.co.uk 1865:Soap Opera History, 1190:Individual branding 1145:Chief brand officer 618: 569:began to appear on 481:consumer protection 3640:Pointy-haired Boss 3590:Management control 3426:Virtual management 2760:Picador USA, 2009. 2589:10.1057/bm.2015.17 1245:Trademark dilution 1160:Corporate branding 1155:Consumer behaviour 1110:Brand architecture 1004:product lifecycles 889:Brand associations 862: 612: 586:advertising spots, 555: 500: 469:quality attributes 452: 366: 308: 3664: 3663: 3610:Management system 3544:PhD in management 3316: 3315: 3175: 3174: 3088: 3087: 3056:Product lifecycle 2827:Media related to 2803:Business History, 2530:Marketing Science 2397:978-0-19-558492-9 2067:978-1-317-75982-9 1896:Schwarzkopf, S., 1542:Business History, 1516:Business History, 1210:Personal branding 1195:Internet branding 1175:Generic trademark 1165:Employer branding 993:Brand orientation 974:Brand personality 945:Brand Recognition 936:brand recognition 901:brand recognition 846: 845: 598:consumer research 374:Umbricius Scauras 362:Umbricius Scaurus 236: 235: 142:Perceived quality 3684: 3677:Brand management 3654: 3391:Management style 3101: 2971: 2964: 2859: 2852: 2845: 2836: 2829:Brand management 2826: 2738: 2737: 2727: 2712:Marketing Theory 2703: 2697: 2687: 2681: 2680: 2678: 2676: 2668: 2650: 2616: 2607: 2601: 2600: 2568: 2562: 2561: 2525: 2519: 2518: 2493:(6): 1234–1257. 2482: 2473: 2472: 2452: 2446: 2445: 2428:(5/6): 562–583. 2417: 2411: 2408: 2402: 2401: 2376: 2370: 2369: 2367: 2341: 2332: 2326: 2315: 2309: 2306: 2300: 2293: 2287: 2286: 2276: 2252: 2246: 2236: 2230: 2226: 2220: 2213: 2207: 2202:Kapferer, J.N., 2200: 2194: 2193: 2168:(1–2): 185–202. 2153: 2147: 2140: 2134: 2127: 2121: 2113: 2107: 2104: 2098: 2097: 2087: 2079: 2052: 2046: 2045: 2043: 2041: 2026: 2020: 2019: 2012: 2006: 2005: 1998: 1992: 1991: 1989: 1987: 1973: 1964: 1949: 1943: 1939: 1933: 1922:Mildred Pierce, 1920: 1914: 1907: 1901: 1894: 1888: 1881: 1875: 1863:Copeland, M.A., 1861: 1855: 1854: 1842: 1839:Brand Leadership 1825: 1819: 1818: 1816: 1814: 1799: 1793: 1792: 1791:. 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McElroy 527:Matthew Boulton 372:(circa 35 CE), 356:Mosaic showing 292: 272: 232: 132:Differentiation 114:Verbal Identity 99:Lifestyle brand 17: 12: 11: 5: 3690: 3688: 3680: 3679: 3669: 3668: 3662: 3661: 3649: 3646: 3645: 3643: 3642: 3637: 3632: 3627: 3622: 3617: 3612: 3607: 3605:Management fad 3602: 3597: 3592: 3587: 3582: 3577: 3572: 3567: 3565:Administration 3561: 3559: 3555: 3554: 3552: 3551: 3546: 3541: 3536: 3530: 3528: 3524: 3523: 3521: 3520: 3515: 3510: 3505: 3500: 3494: 3492: 3488: 3487: 3485: 3484: 3479: 3474: 3468: 3466: 3460: 3459: 3457: 3456: 3451: 3446: 3440: 3438: 3432: 3431: 3429: 3428: 3423: 3418: 3413: 3408: 3403: 3398: 3393: 3388: 3383: 3378: 3373: 3368: 3363: 3358: 3352: 3350: 3344: 3343: 3341: 3340: 3335: 3330: 3324: 3322: 3318: 3317: 3314: 3313: 3311: 3310: 3305: 3300: 3295: 3290: 3285: 3280: 3275: 3270: 3265: 3260: 3254: 3252: 3246: 3245: 3243: 3242: 3237: 3232: 3226: 3224: 3220: 3219: 3217: 3216: 3211: 3206: 3201: 3196: 3191: 3185: 3183: 3177: 3176: 3173: 3172: 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