Understand the concepts of brand, establish a road map to brand creation, and examine the impact of new technologies on the future of branding. Advance theoretical foundations, contemporary cases and issues to the creation of equitable brand portfolios
A. History
★ Word Origins
○ Comes from the word “brandr”- meaning to burn
○ Owners of livestock burned brands into their skin to show ownership
★ Ancient examples
○ In ancient cultures (rome, greece, china, egypt) human left their mark on
art work
○ Ancient artisan stamps
○ Anything that serves communication purposes is an example of branding
★ Medieval Guilds
○ 11th-16th century europe
○ Each guide has a distance sign to identify the product and craftsmens to
consumer
★ Industrial Revolution
○ Made the production of goods faster and easier
○ Machine production lead to high quantities
○ Huge shift in how we not only made things but how we promoted them
★ End 19th century
○ Branded goods in general stores
○ Catalogs start offering shoes, clothes
○ In pairs, charles worth opened the first high fashion retail store
■ Introduced seasonal collections
■ First fashion show for clients
■ Used real models for promotion
■ Created the surname/brand name and the city of origin of the
brand
● Chanel paris
● DKNY
● Prada Milano
★ 20th, In between two World Wars
○ Schiaparelli- Italian designer (living in Paris)
○ Introduced color
○ First label to be attached to every garment
★ First brands in the US
○ Levis -1853 san fran
○ Lee- 1889 kansas
○ Wrangler -1904
○ US brands are mass marketed or premium
★ After 1945
○ Andy Warhol -late 60’s the father of contemporary/modern branding
■ Introduced brands as a concept
, ■ Become your business brand
○ Themes: celebrities and goods
○ Brands and brand names are financial assets
B. Branding
★ Brand is a concept that combines two things, tangible & intangible
★ Brand is a concept (promise of value) with a specific visual identity (distinct
features)
★ Tangible
○ Logos, slogan, tagline, actual product, packaging
★ Intangible
○ Abstract brand values (will be explored further)
○ Transparency, engagement, loyalty, sustainability
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History of Branding: Vision and Mission
Jan 31
A. Branding
★ Brand = tangible + intangible
B. Trademarks (legal property)
★ Brands logos, symbols, slogans and taglines can be registered
★ Elements of design that are specific signifies to the brand
★ Brand is NOT a logo
○ Logo is just part of a visual identity
★ Luxury brands include an authentic code
C. Slogan & Tagline
★ Tagline: part of a LOGO and a visual identity (consistent)
★ Slogan: related with campaign (changing)
★ Prada “Milano”
D. Brand Concept Mission and Value
★ A brand has 2 layers like an Onion
○ Core → mission statement
■ “We are” it's who the brand is → core
○ Layer (extended value) → vision statement
■ “We strive” “we try” → vision of what they want to do
★ Contemporary approach
○ Triple bottom line
○ Profit + People +Planet
○ Sustainability pillars
★ Stakeholders: consumers, government workers, people who are affected
★ Shareholders: all people/ internal
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