Historical References of Branding
BBA/BBA IB(Div. A/B/C)
Unit-1(Part-2)
Introduction
• Branding in its earliest form dates all the way back to around
2000BC and was purely used to depict ownership.
• Farmers would brand their cattle to make them stand out from
other livestock, and craftsmen would imprint symbols onto
their goods to signify their ownership during 8th Century in
Scandinavian Civilization.
• However, as time has progressed, branding has become a way
for companies to market themselves and establish a bond of
trust with its customers.
The Ancient Marketplace
• Many ancient civilisations made use of branding in order to sell
their goods to the masses.
• In ancient Babylon, merchants attracted buyers to purchase
items such as spices, wines and rugs with a verbal sales pitch.
• To explain their offerings to a mostly illiterate populace, in
places like ancient Egypt, Greece and Rome, they hung
pictorial signs and painted their storefronts.
• There are markings on the walls of the ancient city of Pompeii
(Romanian City) that illustrate writing being used for advertising
purposes.
The Medieval Marketplace and the Sung
Dynasty
• The Sung dynasty was an age of Chinese history beginning in
960 and lasting until 1279 AD, this was a hugely rich and
technological time in China.
• During this era, block-printing and most importantly, a
moveable type of printing – with letters arranged for each new
page - were created.
• However, these developments used in early forms of branding,
including printed wrappers, signboards and printed
advertisements.
The Gutenberg Printing Press and the 1400s
• At the start of the 15th century every English text still had to be
copied by hand, an laborious process which used up much time
and energy.
• German businessman J. Gutenberg utilised the typesetting
technologies to create a printing press, along with metal letter
moulds.
The Gutenberg Printing Press and the 1400s
• From then on, printed information could be easily distributed,
and advertising become a popular and effective way to sell
goods.
• The first English language advertisement, in the form of a
leaflet promoting a book, appeared.
• Soon thereafter, great quantities of poster advertising,
announcing information and promoting goods, hung all around
London.
The Industrial Revolution
• The industrial revolution began in England in the mid-1700s,
with petrol and coal powered energy revolutionising many
industries, including branding and advertising.
• With buyers now able to choose from a wide selection of
products for the first time, logos were used to not only indicate
the manufacturer, but to act as a symbol of quality.
• Advertising agencies began to appear in England in the 1800s,
and companies used them to find increasingly new and
innovative ways to reach customers.
The Industrial Revolution
• As many people did not read newspapers, other advertising
tactics were used, including the use of banners, people wearing
placards, and umbrellas with signs on them.
• Companies began to promote their ‘brand names’ through
attractive packaging and eye-catching slogans.
• Advertising and branding became more successful with the rise
of literacy rates, supported by the invention of typewriters.
The Twentieth Century
• The desire for branded products in industrialised countries was
stimulated by the continued rise of mass media.
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Print Media.
Electronic/Broadcasting Media.
Outdoor Media or Out of Home Media (OOH)
Transit Media.
• Media acts as a great tool in promoting mass consumer
products, increasing sales of the product.
Today
• The internet age has created a culture of instant gratification,
leading to a generation of more and more demanding
consumers.
• Companies must create adverts and logos that appeal to this
type of audience, taking into account their short attention spans
and often disinterested view of advertising.
• This has led to interactive marketing, and viral marketing taking
centre stage in the modern world of branding.
Today
• The internet is involved in all aspects of advertising and
marketing; with social media brands like YouTube and
Facebook relying on their users to establish their value.
• The power of the internet can be demonstrated through the fact
that the biggest advertising agency right now is none other than
Google- the internet’s number one search engine.
• To ensure they do not fall behind, organisations must now
ensure that they gain visibility in both the real and the online
world.
Thank you