The Power of Brand Names
The Power of Brand Names
Brand names have become a dominant factor in consumer marketing of a myriad of products, ranging from potato chips to refrigerators to tennis shoes. In looking at the historical development of brand names, Coca-Cola® was one of the first nationally recognized brands to come along. The Coca-Cola Company printed its first consumer calendar in 1891. Another early national brand name was Gillette® razor blades. King Gillette invented the first disposable razor blade in 1903 and rapidly set out to tell the world about the benefits of throw-away blades. Vaseline® was first used as a name for petroleum jelly in 1899 and registered as a U.S. Trademark in 1925. Hershey's Kisses®, first registered in 1923, have maintained the same look for both the brand name and the product to this day. The Wonder® trademark was first used in 1921 and has been expanded for bakery products ranging from bread to tortillas. Those trade names represent major assets for their companies today.
The use of brand names in America began during and after the Industrial Revolution. Their use was prompted by the Trademark Act of 1905, which encouraged the use of brand names by manufacturers because of the powerful protection the U.S. government provided to properly registered brand names. Brand name advertising began in newspapers, but later influenced every other media as well, including the Internet.
What is a brand?
A brand is a product name or logo that, when consumers are knowledgeable, immediately brings to mind a specific product or service. When you see or hear the word "Coke," it conveys an image to your brain. On a hot summer day, the word can even invoke an overpowering thirst.
Think of the word "McDonald's" at certain times of the day and many people get an urge to climb in the car and head for the nearest outlet. It took a lot of advertising to create those images, but they are now entrenched in the public's mind.
Another way of explaining the impact of
Brand names have become a dominant factor in consumer marketing of a myriad of products, ranging from potato chips to refrigerators to tennis shoes. In looking at the historical development of brand names, Coca-Cola® was one of the first nationally recognized brands to come along. The Coca-Cola Company printed its first consumer calendar in 1891. Another early national brand name was Gillette® razor blades. King Gillette invented the first disposable razor blade in 1903 and rapidly set out to tell the world about the benefits of throw-away blades. Vaseline® was first used as a name for petroleum jelly in 1899 and registered as a U.S. Trademark in 1925. Hershey's Kisses®, first registered in 1923, have maintained the same look for both the brand name and the product to this day. The Wonder® trademark was first used in 1921 and has been expanded for bakery products ranging from bread to tortillas. Those trade names represent major assets for their companies today.
The use of brand names in America began during and after the Industrial Revolution. Their use was prompted by the Trademark Act of 1905, which encouraged the use of brand names by manufacturers because of the powerful protection the U.S. government provided to properly registered brand names. Brand name advertising began in newspapers, but later influenced every other media as well, including the Internet.
What is a brand?
A brand is a product name or logo that, when consumers are knowledgeable, immediately brings to mind a specific product or service. When you see or hear the word "Coke," it conveys an image to your brain. On a hot summer day, the word can even invoke an overpowering thirst.
Think of the word "McDonald's" at certain times of the day and many people get an urge to climb in the car and head for the nearest outlet. It took a lot of advertising to create those images, but they are now entrenched in the public's mind.
Another way of explaining the impact of