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Brand Englisch "brand" in German VideoTop 10 British Brands That Took Over The World
Follow us. Choose a dictionary. Clear explanations of natural written and spoken English. Usage explanations of natural written and spoken English.
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The sentence contains offensive content. Cancel Submit. Your feedback will be reviewed. B2 a type of product made by a particular company :. This isn't my usual brand of deodorant.
Do you like his brand of humour? In accounting, a brand defined as an intangible asset , is often the most valuable asset on a corporation's balance sheet.
Brand owners manage their brands carefully to create shareholder value. Brand valuation is a management technique that ascribes a monetary value to a brand, and allows marketing investment to be managed e.
Although only acquired brands appear on a company's balance sheet, the notion of putting a value on a brand forces marketing leaders to be focused on long term stewardship of the brand and managing for value.
The word "brand" is often used as a metonym referring to the company that is strongly identified [ by whom? Marque or make are often used to denote a brand of motor vehicle , which may be distinguished from a car model.
A concept brand is a brand that is associated with an abstract concept, like breast-cancer awareness or environmentalism , rather than a specific product, service, or business.
A commodity brand is a brand associated [ by whom? 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 German , brinnan and Old English byrnan , biernan , and brinnan via Middle English as birnan and brond.
Later the firebrands were replaced with branding irons. Through that association, the term eventually acquired its current meaning.
Branding and labeling have an ancient history. Branding probably began with the practice of branding livestock 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.
Diana Twede has argued that the "consumer packaging functions of protection, utility and communication have been necessary whenever packages were the object of transactions".
The systematic use of stamped labels dates from around the fourth century BCE. In 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.
Scholarly studies have found evidence of branding, packaging, and labeling in antiquity. Stamps were used on bricks, pottery, and storage containers as well as on fine ceramics.
A vase manufactured around BCE bears the inscription " Sophilos painted me", indicating that the object was both fabricated and painted by a single potter.
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.
A series of five marks occurs on Byzantine silver dating from this period. Some of the earliest use of maker's marks, dating to about 1, BCE, have been found in India.
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.
In ancient Rome , a 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.
One merchant who made good use of the titulus pictus was Umbricius Scaurus , a manufacturer of fish sauce also known as garum in Pompeii, circa 35 CE.
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: .
Scaurus' fish sauce was known by people across the Mediterranean to be of very high quality, and its reputation traveled as far away as modern France.
Wine jars, for example, were stamped with names, such as "Lassius" and "L. Eumachius"; probably references to the name of the producer.
The use of identity marks on products declined following the fall of the Roman Empire. In the European Middle Ages, heraldry developed a language of visual symbolism which would feed into the evolution of branding,  and with the rise of the merchant 's guilds the use of marks resurfaced and was applied to specific types of goods.
By the 13th century, the use of maker's marks had become evident on a broad range of goods. In makers' marks on bread became compulsory in England.
Hallmarks, although known from the 4th-century, especially in Byzantium,  only came into general use during the Medieval period.
Some brands still in existence as of [update] date from the 17th, 18th and 19th centuries' period of mass-production. 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. A characteristic feature of 19th-century mass-marketing was the widespread use of branding, originating with the advent of packaged goods.
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.
Factories established following the Industrial Revolution introduced mass-produced goods and needed to sell their products to a wider market — that is, to customers previously familiar only with locally produced goods.
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 realize that brands, to which personalities were attached, outsold rival brands.
This began the modern practice now known as branding , where the consumers buy the brand instead of the product and rely on the brand name instead of a retailer's recommendation.
The process of giving a brand "human" characteristics represented, at least in part, a response to consumer concerns about mass-produced goods.
Other brands which date from that era, such as Uncle Ben's rice and Kellogg's breakfast cereal, furnish illustrations of the trend. By the early s, trade-press publications, advertising agencies and advertising experts began producing books and pamphlets exhorting manufacturers to bypass retailers and to advertise directly to consumers with strongly branded messages.
Around , advertising guru James Walter Thompson published a housing 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 adopted techniques that allowed their messages to stand out.
Slogans , mascots , and 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. Effective branding, attached to strong brand values, can result in higher sales of not only one product, but of other products associated with that brand.
Brand development, often the task of a design team , takes time to produce. 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.
A brand name is not to be confused with a trademark which refers to the brand name or part of a brand that is legally protected.
It appears that a brand name and the relationship the consumer keep with the brand as a whole has evolved.
From the simple product recognition process a brand name now holds a symbolic and social identification spectrum. More than a product it is a statement that one should seek to purchase by proxy of the brand [Belk ].
The brand identity is a set of individual components, such as a name, a design, a set of images, a slogan, a vision, writing style, a particular font or a symbol etc.
A brand's attributes are a set of labels with which the corporation wishes to be associated. For example, a brand may showcase its primary attribute as environmental friendliness.
However, a brand's attributes alone are not enough to persuade a customer into purchasing the product.
If a brand's attribute is being environmentally friendly, customers will receive the benefit of feeling that they are helping the environment by associating with the brand.
Aside from attributes and benefits, a brand's identity may also involve branding to focus on representing its core set of values.
Even more extensive than its perceived values is a brand's personality. Brand personality refers to "the set of human personality traits that are both applicable to and relevant for brands.
Aaker conceptualised brand personality as consisting of five broad dimensions, namely: sincerity down-to-earth, honest, wholesome, and cheerful , excitement daring, spirited, imaginative, and up to date , competence reliable, intelligent, and successful , sophistication glamorous, upper class, charming , and ruggedness outdoorsy and tough.
Much of the literature on branding suggests that consumers prefer brands with personalities that are congruent with their own. Consumers may distinguish the psychological aspect brand associations like thoughts, feelings, perceptions, images, experiences, beliefs, attitudes, and so on that become linked to the brand of a brand from the experiential aspect.
The experiential aspect consists of the sum of all points of contact with the brand and is termed the consumer's brand experience. The brand is often intended to create an emotional response and recognition, leading to potential loyalty and repeat purchases.
The brand experience is a brand's action perceived by a person. Marketers or product managers responsible for branding seek to develop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique.
The orientation of an entire organization towards its brand is called brand orientation. Brand orientation develops in response to market intelligence.
Careful brand management seeks to make products or services relevant and meaningful to a target audience. Marketers tend to treat brands as more than the difference between the actual cost of a product and its selling price; rather brands represent the sum of all valuable qualities of a product to the consumer and are often treated as the total investment in brand building activities including marketing communications.
Consumers may look on branding as an aspect of products or services, [ citation needed ] as it often serves to denote a certain attractive quality or characteristic see also brand promise.
From the perspective of brand owners, branded products or services can command higher prices. Where two products resemble each other, but one of the products has no associated branding such as a generic , store-branded product , potential purchasers may often select the more expensive branded product on the basis of the perceived quality of the brand or on the basis of the reputation of the brand owner.
Brands help customers to understand which brands or products belong to which product or service category. Thus, the brand offers the customer a short-cut to understanding the different product or service offerings that make up a particular category.
Brand awareness is a key step in the customer's purchase decision process, since some kind of awareness is a precondition to purchasing.
That is, customers will not consider a brand if they are not aware of it. Each form reflects a different stage in a customer's cognitive ability to address the brand in a given circumstance.
Marketers typically identify two distinct types of brand awareness; namely brand recall also known as unaided recall or occasionally spontaneous recall and brand recognition also known as aided brand recall.
Brand recognition is one of the initial phases of brand awareness and validates whether or not a customer remembers being pre-exposed to the brand.
This does not necessarily require that the consumers identify or recall the brand name. When customers experience brand recognition, they are triggered by either a visual or verbal cue.
When given some type of cue, consumers who are able to retrieve the particular memory node that referred to the brand, they exhibit brand recognition.
Brand recognition is often the mode of brand awareness that operates in retail shopping environments. When presented with a product at the point-of-sale, or after viewing its visual packaging, consumers are able to recognize the brand and may be able to associate it with attributes or meanings acquired through exposure to promotion or word-of-mouth referrals.
Brand recognition is most successful when people can elicit recognition without being explicitly exposed to the company's name, but rather through visual signifiers like logos, slogans, and colors.
Unlike brand recognition, brand recall also known as unaided brand recall or spontaneous brand recall is the ability of the customer retrieving the brand correctly from memory.
This level of brand awareness is stronger than brand recognition, as the brand must be firmly cemented in the consumer's memory to enable unassisted remembrance.
Thus, brand recall is a confirmation that previous branding touchpoints have successfully fermented in the minds of its consumers. Marketing-mix modeling can help marketing leaders optimize how they spend marketing budgets to maximize the impact on brand awareness or on sales.
Managing brands for value creation will often involve applying marketing-mix modeling techniques in conjunction with brand valuation.
Brands typically comprise various elements, such as: . Although brand identity is a fundamental asset to a brand's equity , the worth of a brand's identity would become obsolete without ongoing brand communication.
The effectiveness of a brand's communication is determined by how accurately the customer perceives the brand's intended message through its IMC.
Although IMC is a broad strategic concept, the most crucial brand communication elements are pinpointed [ by whom? One can analyse the traditional communication model into several consecutive steps: .
When a brand communicates a brand identity to a receiver, it runs the risk of the receiver incorrectly interpreting the message.
Therefore, a brand should use appropriate communication channels to positively "…affect how the psychological and physical aspects of a brand are perceived".
In order for brands to effectively communicate to customers, marketers must "…consider all touch point s, or sources of contact, that a customer has with the brand".
Any point where a customer has an interaction with the brand - whether watching a television advertisement, hearing about a brand through word of mouth, or even noticing a branded license plate — defines a touch point.
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You may have guessed by now, I did not light myself on fire. I find it incredible that such large areas can catch fire without it being possible to put out the blaze.
We embody the spirit of the Avid brand to connect customers and prospects to our products and solutions. DE Brand It is in our interest that these fires should be extinguished as soon as possible.
Erstens haben sie begriffen, dass eine Marke eine Stimme und ein Produkt ein Souvenir ist. Ihre Marke beginnt zu dispergieren. Lachen Und es wird chaotischer.
Die Pferde haben unterschiedliche Brandzeichen. Gestatten Sie, dass ich noch kurz etwas zu Markenartikeln sage, denn einige von Ihnen produzieren ja Markenartikel.
Wir müssen etwas tun, um im Bereich der Markenartikel wieder zu mehr Wettbewerb und zu niedrigeren Preisen zu kommen. Suchte er jetzt nach der beliebtesten Sorte Spaghetti-Sauce?Marketers typically identify two distinct types of brand awareness; namely brand recall also known as unaided recall or occasionally spontaneous recall and brand recognition Shakhtar Donezk known as aided brand recall. Mack also suggests you make a change 'if there is a profound misunderstanding of what your company does. Retrieved February 1, Although brand identity is a fundamental asset to a brand's equitythe worth of a brand's Governer Of Poker would become obsolete without ongoing brand communication. Main article: Corporate Gerichtsverhandlung Spiel.