History of Branding
Jan 26
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
____________________________________________________________________________
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
____________________________________________________________________________
Jan 26
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
____________________________________________________________________________
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
____________________________________________________________________________
