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Sunday, November 13, 2011

Branding since ages

The roots of today’s brands lie in classical Greek and Roman times. Ancient Greeks and Romans lived in cities, and tradesmen promoted their wares by means of written information so that the public would be aware that there were products and services available at a particular address.  In those days there were signs or route descriptions to shops’ carved out in stone, and there were even (brand) markings applied to pieces of silver. The sign-boards of shops often showed no more than pictures of the products sold there.

The English word “brand” probably first appeared in the Middle Ages comes from the old Norse word brandr, which refers to the branding of cattle to show property rights.  The Vikings may have spread the word of brandr in England, where it was eventually incorporated into daily language. In the Middle Ages there were several types of brand signs: craftsman, guild and city signs were used. The craftsman signs most resemble brand names; these signs showed who the maker of the product was, but just like the silver signs of the ancient Greeks and Romans, these were no more than a method of identification.

The modern brand has its origin in the late nineteenth century with the introduction of factories and mass production, mass distribution and mass communication. In the beginning brands were creates as a way to help the consumer distinguish one manufacturer’s products from another. The idea was to create a bond with the consumer, hoping to win their loyalty.

Source: International Marketing , Pervez N. Ghauri
fooditerranean team

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