ID Branding

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2 Responses to “With What Product Did The Term “brand Name” Originate?”

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  istitch2 says:

  December 1, 2009 at 10:07 pm

  Bass & Company, the British brewery, claims their red triangle brand was the world’s first trademark. Lyle’s Golden Syrup makes a similar claim, having been named as Britain’s oldest brand, with its green and gold packaging having remained almost unchanged since 1885.
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  Anonymous says:

  December 1, 2009 at 10:20 pm

  Brand name
  The brand name is often used interchangeably with “brand”, although it is more correctly used to specifically denote written or spoken linguistic elements of a brand. In this context a “brand name” constitutes a type of trademark, if the brand name exclusively identifies the brand owner as the commercial source of products or services. A brand owner may seek to protect proprietary rights in relation to a brand name through trademark registration. Advertising spokespersons have also become part of some brands, for example: Mr. Whipple of Charmin toilet tissue and Tony the Tiger of Kellogg’s.
  The act of associating a product or service with a brand has become part of pop culture. Most products have some kind of brand identity, from common table salt to designer clothes.
  Brand identity
  How the brand owner wants the consumer to perceive the brand – and by extension the branded company, organisation, product or service. The brand owner will seek to bridge the gap between the brand image and the brand identity. Brand identity is fundamental to consumer recognition and symbolizes the brand’s differentiation from competitors.
  Brand identity may be defined as simply the outward expression of the brand, such as name and visual appearance. Some practitioners however define brand identity as not only outward expression (or physical facet), but also in terms of the values a brand carries in the eye of the consumer. In 1992 Jean-Noel Kapferer developed the Brand Identity Prism, which charts the brand identity along a constructed source and constructed receiver axis, with externalization on the one side and internalization on the other. On the externalization side brand identity consists of “physical facet”, “relationship” and “reflected consumer”. On the internalization side brand identity consists of “personality”, “culture (values)” and “consumer mentalisation”. In this respect Kapferer positions brand personality as one factor within brand identity.

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