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106-505: Cerwin-Vega Inc. is a brand name used on products for professional audio components, as well as home audio speakers, and car audio components. Originally a stand-alone company, Cerwin-Vega was acquired by the Stanton Group after declaring bankruptcy in 2003. In 2007, Stanton sold off the mobile products division to CVM Acquisition Services (a sister company to Diamond Audio Technologies) LLC. The brand name of Cerwin-Vega

212-439: A target audience . Marketers tend to treat brands as more than the difference between the actual cost of a product and its selling price; rather brands represent the sum of all valuable qualities of a product to the consumer and are often treated as the total investment in brand building activities including marketing communications. Consumers may look on branding as an aspect of products or services, as it often serves to denote

318-469: A titulus pictus . The inscription typically specified information such as place of origin, destination, type of product and occasionally quality claims or the name of the manufacturer. Roman marks or inscriptions were applied to a very wide variety of goods, including, pots, ceramics, amphorae (storage/shipping containers) and on factory-produced oil-lamps. Carbonized loaves of bread , found at Herculaneum , indicate that some bakers stamped their bread with

424-419: A battle scene. Sensurround was premiered in the 1974 movie Earthquake , and was a great success, but most Sensurround units were later dismantled due to the large amount of space they took up in theaters and the fact only four feature films were ever released in the process. The earliest known Vega Laboratory speakers were hand made and contained Jensen branded woofers, sealed mid-ranges and horn tweeters in

530-636: A brand may recognize that advertising touchpoints are most effective during the pre-purchase experience stage therefore they may target their advertisements to new customers rather than to existing customers. Overall, a brand has the ability to strengthen brand equity by using IMC branding communications through touchpoints. Brand communication is important in ensuring brand success in the business world and refers to how businesses transmit their brand messages, characteristics and attributes to their consumers . One method of brand communication that companies can exploit involves electronic word-of-mouth (eWOM). eWOM

636-400: A brand may showcase its primary attribute as environmental friendliness. However, a brand's attributes alone are not enough to persuade a customer into purchasing the product. These attributes must be communicated through benefits , which are more emotional translations. If a brand's attribute is being environmentally friendly, customers will receive the benefit of feeling that they are helping

742-403: A brand name is a "memory heuristic": a convenient way to remember preferred product choices. A brand name is not to be confused with a trademark which refers to the brand name or part of a brand that is legally protected. For example, Coca-Cola not only protects the brand name, Coca-Cola , but also protects the distinctive Spencerian script and the contoured shape of the bottle. Brand identity

848-463: A brand with consumers. For example, a jingle or background music can have a positive effect on brand recognition, purchasing behaviour and brand recall. Therefore, when looking to communicate a brand with chosen consumers, companies should investigate a channel of communication that is most suitable for their short-term and long-term aims and should choose a method of communication that is most likely to reach their target consumers. The match-up between

954-478: A brand, the more they trusted the brand. This suggests that a company could look to employ a social-media campaign to gain consumer trust and loyalty as well as in the pursuit of communicating brand messages. McKee (2014) also looked into brand communication and states that when communicating a brand, a company should look to simplify its message as this will lead to more value being portrayed as well as an increased chance of target consumers recalling and recognizing

1060-518: A broad range of goods. In 1266, makers' marks on bread became compulsory in England. The Italians used brands in the form of watermarks on paper in the 13th century. Blind stamps , hallmarks , and silver-makers' marks —all types of brand—became widely used across Europe during this period. Hallmarks, although known from the 4th-century, especially in Byzantium, only came into general use during

1166-412: A category is differentiated from its competing brands, and thus the brand helps customers & potential customers understand which brand satisfies their needs. Thus, the brand offers the customer a short-cut to understanding the different product or service offerings that make up a particular category. Brand awareness is a key step in the customer's purchase decision process, since some kind of awareness

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1272-417: A certain attractive quality or characteristic (see also brand promise). From the perspective of brand owners, branded products or services can command higher prices. Where two products resemble each other, but one of the products has no associated branding (such as a generic , store-branded product), potential purchasers may often select the more expensive branded product on the basis of the perceived quality of

1378-405: A considerable extent predicted, it is possible to design special circuitry that somewhat compensates for the deficiencies of a speaker system. Equalization techniques are used in most public address and sound reinforcement applications. Here, the problem is not primarily hi-fi reproduction, but managing the acoustic environment. In this case, the equalization must be individually adjusted to match

1484-1021: A corporation hopes to accomplish, and to explain why customers should choose one brand over its competitors. Brand personality refers to "the set of human personality traits that are both applicable to and relevant for brands." Marketers and consumer researchers often argue that brands can be imbued with human-like characteristics which resonate with potential consumers. Such personality traits can assist marketers to create unique, brands that are differentiated from rival brands. Aaker conceptualized brand personality as consisting of five broad dimensions, namely: sincerity (down-to-earth, honest, wholesome, and cheerful), excitement (daring, spirited, imaginative, and up to date), competence (reliable, intelligent, and successful), sophistication (glamorous, upper class, charming), and ruggedness (outdoorsy and tough). Subsequent research studies have suggested that Aaker's dimensions of brand personality are relatively stable across different industries, market segments and over time. Much of

1590-472: A different stage in a customer's cognitive ability to address the brand in a given circumstance. Marketers typically identify two distinct types of brand awareness; namely brand recall (also known as unaided recall or occasionally spontaneous recall ) and brand recognition (also known as aided brand recall ). These types of awareness operate in entirely different ways with important implications for marketing strategy and advertising. Brand recognition

1696-462: A given category, when prompted with a brand name, a larger number of consumers are typically able to recognize it. Brand recognition is most successful when people can elicit recognition without being explicitly exposed to the company's name, but rather through visual signifiers like logos, slogans, and colors. For example, Disney successfully branded its particular script font (originally created for Walt Disney's "signature" logo ), which it used in

1802-493: A high level of brand equity. Brand owners manage their brands carefully to create shareholder value . Brand valuation is a management technique that ascribes a monetary value to a brand. The word brand , originally meaning a burning piece of wood, comes from a Middle English brand , meaning "torch", from an Old English brand . It became to also mean the mark from burning with a branding iron. Branding and labeling have an ancient history. Branding probably began with

1908-531: A home woofer used in a PA/instrument application can be expected to fail more quickly than a PA/instrument woofer. On the other hand, a PA/instrument woofer in a home audio application will not have the same quality of performance, particularly at low volumes. A PA woofer will not produce the same audible high fidelity which is the goal of high quality home audio due to those differences. PA system woofers typically have high efficiency and high power handling capacity. The trade-off for high efficiency at reasonable cost

2014-446: A linear electric motor . When current flows through the voice coil, the coil moves in relation to the frame according to Fleming's left hand rule for motors , causing the coil to push or pull on the driver cone in a piston-like way. The resulting motion of the cone creates sound waves , as it moves in and out. At ordinary sound pressure levels (SPL), most humans can hear down to about 20 Hz. Woofers are generally used to cover

2120-507: A low-involvement purchasing decision. Brand recognition is often the mode of brand awareness that operates in retail shopping environments. When presented with a product at the point-of-sale, or after viewing its visual packaging, consumers are able to recognize the brand and may be able to associate it with attributes or meanings acquired through exposure to promotion or word-of-mouth referrals. In contrast to brand recall, where few consumers are able to spontaneously recall brand names within

2226-456: A lower-cost approach. The disadvantage of this type of frame is that the basket may flex if the speaker is driven at high volumes, there being resistance to bending only in certain directions. Cast baskets are more expensive, but are usually more rigid in all directions, have better damping (reducing their own resonance), can have more intricate shapes, and are therefore usually preferred for higher quality drivers. An important woofer specification

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2332-662: A maximum safe temperature. Adhesives can melt, the voice coil former can melt or distort, or the insulation separating the voice coil windings can fail. Each of these events will damage the woofer, perhaps beyond usability. Woofers designed for public address system (PA) and instrument amplifier applications are similar in makeup to home audio woofers, except that they are usually designed more ruggedly. Typically, design variances include: cabinets built for repeated shipping and handling, larger woofer cones to allow for higher sound pressure levels, more robust voice coils to withstand higher power, and higher suspension stiffness. Generally,

2438-511: A new building in Chatsworth, CA. In 2020, Cerwin-Vega business was consolidated to Los Angeles, CA. The Cerwin-Vega brand was split for some time across two companies; Gibson for Cerwin-Vega and CVDA Holdings for Cerwin-Vega Mobile. In both lines their products are mostly known for its woofers and subwoofers capable of delivering high sound level output with comparatively low frequency ranges using comparatively low power input, as well as

2544-693: A ported enclosure with a Vega Labs-built crossover. Earliest known models have no serial number or model numbers on the crossovers plates and these are believed to be production prototypes of what would become C-V's popular 12" 3-way speaker systems. In the early 1970s Cerwin-Vega began marketing their "Residential" line of speakers with the Model 24 and Model 26. In the late 1970s and early 1980s, Cerwin-Vega released models A-10, A-123, R-10 (10-inch, 2-way system), R-12 (12-inch, 2-way system), R-123 (12-inch, 3-way system), 12TR (12-inch Tower Reflecting horn), and 15T tower speakers with 12" and 15" downward firing woofers, and

2650-399: A receiver, it runs the risk of the receiver incorrectly interpreting the message. Therefore, a brand should use appropriate communication channels to positively "…affect how the psychological and physical aspects of a brand are perceived". In order for brands to effectively communicate to customers, marketers must "…consider all touch point |s, or sources of contact, that a customer has with

2756-479: A section of voice coil wire, causing an open circuit and a dead woofer; the necessary level will vary with driver characteristics. In normal listening level music applications, the electrical power rating of woofers is generally unimportant; it remains important for higher frequency drivers. There are three types of power handling in loudspeaker drivers, including woofers: thermal (heat), electrical (both covered above), and mechanical. The mechanical power handling limit

2862-597: A specially designed amplifier. If carefully done, this can improve performance (both in 'tightness', and extension of low frequency performance) considerably at the expense of flexibility (the amplifier and the speaker are tied together permanently) and cost. In the US, L W Erath , an oil industry engineer, introduced a line of high end speakers along very much the same lines. As electronics costs have decreased, it has become common to have sensor-equipped woofers in inexpensive 'music systems', boom boxes, or even car audio systems. This

2968-414: A trademark from the late 1870s, with great success. Pears' soap , Campbell's soup , Coca-Cola , Juicy Fruit chewing gum and Aunt Jemima pancake mix were also among the first products to be "branded" in an effort to increase the consumer's familiarity with the product's merits. Other brands which date from that era, such as Ben's Original rice and Kellogg's breakfast cereal, furnish illustrations of

3074-407: A trademark in the form of a 'White Rabbit", which signified good luck and was particularly relevant to women, who were the primary purchasers. Details in the image show a white rabbit crushing herbs, and text includes advice to shoppers to look for the stone white rabbit in front of the maker's shop. In ancient Rome , a commercial brand or inscription applied to objects offered for sale was known as

3180-509: A visual or verbal cue. For example, when looking to satisfy a category need such as a toilet paper, the customer would firstly be presented with multiple brands to choose from. Once the customer is visually or verbally faced with a brand, they may remember being introduced to it before. When given a cue, consumers able to retrieve the memory node associated with the brand exhibit brand recognition. Often, this form of brand awareness assists customers in choosing one brand over another when faced with

3286-413: Is a brand's personality . Quite literally, one can easily describe a successful brand identity as if it were a person. This form of brand identity has proven to be the most advantageous in maintaining long-lasting relationships with consumers, as it gives them a sense of personal interaction with the brand Collectively, all four forms of brand identification help to deliver a powerful meaning behind what

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3392-420: Is a collection of individual components, such as a name, a design, a set of images, a slogan, a vision, writing style, a particular font or a symbol etc. which sets the brand aside from others. For a company to exude a strong sense of brand identity, it must have an in-depth understanding of its target market, competitors and the surrounding business environment. Brand identity includes both the core identity and

3498-403: Is a fundamental asset to a brand's equity , the worth of a brand's identity would become obsolete without ongoing brand communication. Integrated marketing communications (IMC) relates to how a brand transmits a clear consistent message to its stakeholders . Five key components comprise IMC: The effectiveness of a brand's communication is determined by how accurately the customer perceives

3604-469: Is a precondition to purchasing. That is, customers will not consider a brand if they are not aware of it. Brand awareness is a key component in understanding the effectiveness both of a brand's identity and of its communication methods. Successful brands are those that consistently generate a high level of brand awareness, as this can be the pivotal factor in securing customer transactions. Various forms of brand awareness can be identified. Each form reflects

3710-410: Is a relatively new approach [Phelps et al., 2004] identified to communicate with consumers. One popular method of eWOM involves social networking sites (SNSs) such as Twitter . A study found that consumers classed their relationship with a brand as closer if that brand was active on a specific social media site (Twitter). Research further found that the more consumers "retweeted" and communicated with

3816-447: Is its power rating, the amount of power the woofer can handle without damage. The electrical power rating is not easily characterized and many manufacturers cite peak ratings attainable only for very brief moments without damage. Woofer power ratings become important when the speaker is pushed to extremes: applications requiring high output, amplifier overload conditions, unusual signals (i.e., non-musical ones), very low frequencies at which

3922-421: Is often little to differentiate between several types of products in the 21st century, hence branding is among a few remaining forms of product differentiation . Brand equity is the measurable totality of a brand's worth and is validated by observing the effectiveness of these branding components. When a customer is familiar with a brand or favors it incomparably over its competitors, a corporation has reached

4028-442: Is one of the initial phases of brand awareness and validates whether or not a customer remembers being pre-exposed to the brand. Brand recognition (also known as aided brand recall ) refers to consumers' ability to correctly differentiate a brand when they come into contact with it. This does not necessarily require consumers to identify or recall the brand name. When customers experience brand recognition, they are triggered by either

4134-410: Is reached when cone excursion extends to its maximum limit. Thermal power handling limits may be reached when fairly high power levels are fed to a woofer for too long, even if not exceeding mechanical limits at any time. Most of the energy applied to the voice coil is converted to heat, not sound; all of the heat is ultimately passed to the pole piece, the rest of the magnet structure, and the frame. From

4240-406: Is stronger than brand recognition, as the brand must be firmly cemented in the consumer's memory to enable unassisted remembrance. This gives the company huge advantage over its competitors because the customer is already willing to buy or at least know the company offering available in the market. Thus, brand recall is a confirmation that previous branding touchpoints have successfully fermented in

4346-564: Is the herbal paste known as chyawanprash , consumed for its purported health benefits and attributed to a revered rishi (or seer) named Chyawan. One well-documented early example of a highly developed brand is that of White Rabbit sewing needles, dating from China's Song dynasty (960 to 1127 CE). A copper printing plate used to print posters contained a message which roughly translates as: "Jinan Liu's Fine Needle Shop: We buy high-quality steel rods and make fine-quality needles, to be ready for use at home in no time." The plate also includes

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4452-413: Is the structure holding the cone, voice coil and magnet in the proper alignment. Since the voice coil gap is quite narrow (clearances are typically in the low thousandths of an inch), rigidity is important to prevent rubbing of the voice coil against the magnet structure in the gap and also avoid extraneous motions. There are two main metal frame types, stamped and cast. Stamped baskets (usually of steel) are

4558-482: Is used at relatively low volumes, may be able to handle very low frequencies. Because of this, most PA woofers are not well suited to use in high quality high fidelity home applications, and vice versa. At ordinary sound pressure levels , most humans can hear down to about 20 Hz. To accurately reproduce the lowest tones, a woofer, or group of woofers, must move an appropriately large volume of air ⁠— ⁠a task that becomes more difficult at lower frequencies. The larger

4664-411: Is usually done in an attempt to get better performance from inexpensive or undersized drivers in lightweight or poorly designed enclosures. This approach presents difficulties as not all distortion can be eliminated using servo techniques, and a poorly designed enclosure can swamp the benefits from any attempt at electronic correction. Because the characteristics of a loudspeaker can be measured, and to

4770-442: Is usually relatively low excursion capability (i.e., inability to move "in and out" as far as many home woofers can), as they are intended for horn or large reflex enclosures. They are also usually ill-suited to extended low bass response since the last octave of low frequency response increases size and expense considerably, and is increasingly uneconomic to attempt at high levels as in a PA application. A home stereo woofer, because it

4876-784: The Qin dynasty (221-206 BCE); large numbers of seals survive from the Harappan civilization of the Indus Valley (3,300–1,300 BCE) where the local community depended heavily on trade; cylinder seals came into use in Ur in Mesopotamia in around 3,000 BCE, and facilitated the labelling of goods and property; and the use of maker's marks on pottery was commonplace in both ancient Greece and Rome. Identity marks, such as stamps on ceramics, were also used in ancient Egypt. Diana Twede has argued that

4982-408: The bass response; subwoofers usually handle the very lowest two or three octaves (i.e., from as low as 20 to 80 or 120 Hz). Good woofer design requires effectively converting a low frequency amplifier signal to mechanical air movement with high fidelity and acceptable efficiency, and is both assisted and complicated by the necessity of using a loudspeaker enclosure to couple the cone motion to

5088-478: The marketing and communication techniques and tools that help to distinguish a company or products from competitors, aiming to create a lasting impression in the minds of customers . The key components that form a brand's toolbox include a brand's identity, personality, product design , brand communication (such as by logos and trademarks ), brand awareness , brand loyalty , and various branding ( brand management ) strategies. Many companies believe that there

5194-481: The "consumer packaging functions of protection, utility and communication have been necessary whenever packages were the object of transactions". She has shown that amphorae used in Mediterranean trade between 1,500 and 500 BCE exhibited a wide variety of shapes and markings, which consumers used to glean information about the type of goods and the quality. The systematic use of stamped labels dates from around

5300-484: The "cool" factor. This began the modern practice now known as branding , where the consumers buy the brand instead of the product and rely on the brand name instead of a retailer's recommendation. The process of giving a brand "human" characteristics represented, at least in part, a response to consumer concerns about mass-produced goods. The Quaker Oats Company began using the image of the Quaker Man in place of

5406-400: The "…potential to add positive – or suppress negative – associations to the brand's equity" Thus, a brand's IMC should cohesively deliver positive messages through appropriate touch points associated with its target market. One methodology involves using sensory stimuli touch points to activate customer emotion. For example, if a brand consistently uses a pleasant smell as a primary touchpoint,

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5512-518: The 1st century CE. The use of hallmarks , a type of brand, on precious metals dates to around the 4th century CE. A series of five marks occurs on Byzantine silver dating from this period. Some of the earliest use of maker's marks, dating to about 1,300 BCE, have been found in India. The oldest generic brand in continuous use, known in India since the Vedic period ( c.  1100 BCE to 500 BCE),

5618-606: The 6th century BCE. A vase manufactured around 490 BCE bears the inscription " Sophilos painted me", indicating that the object was both fabricated and painted by a single potter. Branding may have been necessary to support the extensive trade in such pots. For example, 3rd-century Gaulish pots bearing the names of well-known potters and the place of manufacture (such as Attianus of Lezoux , Tetturo of Lezoux and Cinnamus of Vichy ) have been found as far away as Essex and Hadrian's Wall in England. English potters based at Colchester and Chichester used stamps on their ceramic wares by

5724-577: The A-10, A-123 and S-1). They featured 10" or 12" woofers and often twin mid-range drivers in a ported enclosure. They were touted to deliver up to 126 decibels of sound pressure. In the late 1970s and into the 1980s, Cerwin-Vega used a catchy marketing slogan: "Loud is beautiful… if it's clean". In October 1986 the company moved to a new building in Simi Valley, CA and in August 2004 the company moved to

5830-534: The Medieval period. British silversmiths introduced hallmarks for silver in 1300. Some brands still in existence as of 2018 date from the 17th, 18th, and 19th centuries' period of mass-production. Bass Brewery , the British brewery founded in 1777, became a pioneer in international brand marketing. Many years before 1855, Bass applied a red triangle to casks of its pale ale. In 1876, its red-triangle brand became

5936-410: The air. If done well, many of the other problems of woofer design (for instance, linear excursion requirements) are reduced. In most cases the woofer and its enclosure must be designed to work together. Usually the enclosure is designed to suit the characteristics of the speaker or speakers used. The size of the enclosure is a function of the longest wavelengths (lowest frequencies) to be reproduced, and

6042-412: The amplifier and speakers, although sometimes the amplifier and speakers are designed together with the speakers supplying distortion -correcting negative feedback to the amplifier. There are many challenges in woofer design and manufacture. Most have to do with controlling the motion of the cone so the electrical signal to the woofer's voice coil is faithfully reproduced by the sound waves produced by

6148-476: The atrium, and bearing labels as follows: Scaurus' fish sauce was known by people across the Mediterranean to be of very high quality, and its reputation traveled as far away as modern France. In both Pompeii and nearby Herculaneum, archaeological evidence also points to evidence of branding and labeling in relatively common use across a broad range of goods. Wine jars, for example, were stamped with names, such as "Lassius" and "L. Eumachius"; probably references to

6254-524: The barrels used, effectively using a corporate trademark as a quasi-brand. Factories established following the Industrial Revolution introduced mass-produced goods and needed to sell their products to a wider market—that is, to customers previously familiar only with locally produced goods. It became apparent that a generic package of soap had difficulty competing with familiar, local products. Packaged-goods manufacturers needed to convince

6360-427: The beginnings of brand management. This trend continued to the 1980s, and as of 2018 is quantified by marketers in concepts such as brand value and brand equity . Naomi Klein has described this development as "brand equity mania". In 1988, for example, Philip Morris Companies purchased Kraft Foods Inc. for six times what the company was worth on paper. Business analysts reported that what they really purchased

6466-401: The brand and is termed the consumer's brand experience . The brand is often intended to create an emotional response and recognition, leading to potential loyalty and repeat purchases. The brand experience is a brand's action perceived by a person. The psychological aspect, sometimes referred to as the brand image , is a symbolic construct created within the minds of people, consisting of all

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6572-412: The brand has a much higher chance of creating a positive lasting effect on its customers' senses as well as memory. Another way a brand can ensure that it is utilizing the best communication channel is by focusing on touchpoints that suit particular areas associated with customer experience . As suggested Figure 2, certain touch points link with a specific stage in customer-brand-involvement. For example,

6678-413: The brand or on the basis of the reputation of the brand owner. Brand awareness involves a customer's ability to recall and/or recognize brands, logos, and branded advertising. Brands help customers to understand which brands or products belong to which product or service category. Brands assist customers to understand the constellation of benefits offered by individual brands, and how a given brand within

6784-425: The brand". Touch points represent the channel stage in the traditional communication model, where a message travels from the sender to the receiver. Any point where a customer has an interaction with the brand - whether watching a television advertisement, hearing about a brand through word of mouth or even noticing a branded license plate – defines a touchpoint. According to Dahlen et al. (2010), every touchpoint has

6890-400: The brand's intended message through its IMC. Although IMC is a broad strategic concept, the most crucial brand communication elements are pinpointed to how the brand sends a message and what touch points the brand uses to connect with its customers [Chitty 2005]. One can analyze the traditional communication model into several consecutive steps: When a brand communicates a brand identity to

6996-509: The brand, he or she is more likely to try other products offered by the company – such as chocolate-chip cookies, for example. Brand development, often performed by a design team , takes time to produce. A brand name is the part of a brand that can be spoken or written and identifies a product, service or company and sets it apart from other comparable products within a category. A brand name may include words, phrases, signs, symbols, designs, or any combination of these elements. For consumers,

7102-455: The brand. In 2012 Riefler stated that if the company communicating a brand is a global organization or has future global aims, that company should look to employ a method of communication that is globally appealing to their consumers, and subsequently choose a method of communication with will be internationally understood. One way a company can do this involves choosing a product or service's brand name, as this name will need to be suitable for

7208-609: The company became well known for supplying speakers for electric musical instrument companies such as Fender , as well as for movie theaters all through the 1970s. Cerwin-Vega participated in Sensurround technology which was developed in conjunction with MCA and Universal Studios in the 1970s. Sensurround was a movie theater special effects speaker system which used multiple Cerwin-Vega folded horn subwoofers triggered by an optical soundtrack system to create low frequency effects which simulated vibrations felt during an earthquake or

7314-460: The cone's motion. Problems include damping the cone cleanly without audible distortion so that it does not continue to move, causing ringing , when the instantaneous input signal falls to zero each cycle, and managing high excursions (usually required to reproduce loud sounds) with low distortion. There are also challenges in presenting to the amplifier an electrical impedance which is not too far from constant at all frequencies. An early version of

7420-501: The consumer through branding. Producers began by attaching simple stone seals to products which, over time, gave way to clay seals bearing impressed images, often associated with the producer's personal identity thus giving the product a personality. Not all historians agree that these markings are comparable with modern brands or labels, with some suggesting that the early pictorial brands or simple thumbprints used in pottery should be termed proto-brands while other historians argue that

7526-522: The enclosure provides little or no acoustic loading (and so there will be maximum cone excursion), or amplifier failure. In high-volume situations, a woofer's voice coil will heat up, increase its resistance, causing "power compression", a condition where output sound power level decreases after extended high power activity. Further heating can physically distort the voice coil, causing scuffing, shorting due to wire insulation deterioration, or other electrical or mechanical damage. Sudden impulse energy can melt

7632-516: The environment by associating with the brand. Aside from attributes and benefits, a brand's identity may also involve branding to focus on representing its core set of values . If a company is seen to symbolize specific values, it will, in turn, attract customers who also believe in these values. For example, Nike's brand represents the value of a " just do it " attitude. Thus, this form of brand identification attracts customers who also share this same value. Even more extensive than its perceived values

7738-414: The extended identity. The core identity reflects consistent long-term associations with the brand; whereas the extended identity involves the intricate details of the brand that help generate a constant motif. According to Kotler et al. (2009), a brand's identity may deliver four levels of meaning: A brand's attributes are a set of labels with which the corporation wishes to be associated. For example,

7844-426: The first registered trademark issued by the British government. Guinness World Records recognizes Tate & Lyle (of Lyle's Golden Syrup ) as Britain's, and the world's, oldest branding and packaging, with its green-and-gold packaging having remained almost unchanged since 1885. Twinings tea has used the same logo – capitalized font beneath a lion crest – since 1787, making it

7950-642: The fourth century BCE. In largely pre-literate society, the shape of the amphora and its pictorial markings conveyed information about the contents, region of origin and even the identity of the producer, which were understood to convey information about product quality. David Wengrow has argued that branding became necessary following the urban revolution in ancient Mesopotamia in the 4th century BCE, when large-scale economies started mass-producing commodities such as alcoholic drinks, cosmetics and textiles. These ancient societies imposed strict forms of quality-control over commodities, and also needed to convey value to

8056-436: The information and expectations associated with a product, with a service, or with the companies providing them. Marketers or product managers that responsible for branding, seek to develop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics, which make it special or unique. A brand can, therefore, become one of

8162-430: The literature on branding suggests that consumers prefer brands with personalities that are congruent with their own. Consumers may distinguish the psychological aspect (brand associations like thoughts, feelings, perceptions, images, experiences, beliefs, attitudes, and so on that become linked to the brand) of a brand from the experiential aspect. The experiential aspect consists of the sum of all points of contact with

8268-419: The logo for go.com . Unlike brand recognition, brand recall (also known as unaided brand recall or spontaneous brand recall ) is the ability of the customer retrieving the brand correctly from memory. Rather than being given a choice of multiple brands to satisfy a need, consumers are faced with a need first, and then must recall a brand from their memory to satisfy that need. This level of brand awareness

8374-462: The lowest octaves of a loudspeaker's frequency range. In two-way loudspeaker systems, the drivers handling the lower frequencies are also obliged to cover a substantial part of the midrange, often as high as 800 to 1000 Hz; such drivers are commonly termed mid woofers . Since the 1990s, a type of woofer which is designed for very low frequencies only, the subwoofer , has come to be commonly used in home theater systems and PA systems to augment

8480-473: The market that the public could place just as much trust in the non-local product. Gradually, manufacturers began using personal identifiers to differentiate their goods from generic products on the market. Marketers generally began to realize that brands, to which personalities were attached, outsold rival brands. By the 1880s, large manufacturers had learned to imbue their brands' identity with personality traits such as youthfulness, fun, sex appeal, luxury or

8586-540: The marketplace that it aims to enter. It is important that if a company wishes to develop a global market, the company name will also need to be suitable in different cultures and not cause offense or be misunderstood. When communicating a brand, a company needs to be aware that they must not just visually communicate their brand message and should take advantage of portraying their message through multi-sensory information. One article suggests that other senses, apart from vision, need to be targeted when trying to communicate

8692-400: The minds of its consumers. Marketing-mix modeling can help marketing leaders optimize how they spend marketing budgets to maximize the impact on brand awareness or on sales. Managing brands for value creation will often involve applying marketing-mix modeling techniques in conjunction with brand valuation . Brands typically comprise various elements, such as: Although brand identity

8798-497: The model S-1 bookshelf speakers. The S-1 speaker system was the crowning achievement for Cerwin-Vega. By utilizing a "Sixth Order Butterworth Vent Tuning" and integrating the system with Cerwin-Vega's DB-10B Bass Turbocharger (included with the S-1 speakers), the low frequency range of the S-1 was increased beyond the capabilities of larger enclosures. Cerwin-Vega also delivered various models of efficient semi horn (DHORM) speakers (including

8904-433: The most enduring campaigns of the 20th-century. Brand advertisers began to imbue goods and services with a personality, based on the insight that consumers searched for brands with personalities that matched their own. Effective branding, attached to strong brand values, can result in higher sales of not only one product, but of other products associated with that brand. If a customer loves Pillsbury biscuits and trusts

9010-579: The most valuable elements in an advertising theme, as it demonstrates what the brand owner is able to offer in the marketplace . This means that building a strong brand helps to distinguish a product from similar ones and differentiate it from competitors. The art of creating and maintaining a brand is called brand management . The orientation of an entire organization towards its brand is called brand orientation . Brand orientation develops in response to market intelligence . Careful brand management seeks to make products or services relevant and meaningful to

9116-564: The name of the producer. The use of identity marks on products declined following the fall of the Roman Empire . In the European Middle Ages , heraldry developed a language of visual symbolism which would feed into the evolution of branding, and with the rise of the merchant guilds the use of marks resurfaced and was applied to specific types of goods. By the 13th century, the use of maker's marks had become evident on

9222-415: The name used for loudspeakers designed to reproduce high-frequency sounds, deriving from the shrill calls of birds, " tweets "). The most common design for a woofer is the electrodynamic driver, which typically uses a stiff paper cone , driven by a voice coil surrounded by a magnetic field . The voice coil is attached by adhesives to the back of the loudspeaker cone. The voice coil and the magnet form

9328-475: The now widely used bass-reflex cabinet design was patented by Albert L. Thuras of Bell Laboratories in 1932. In 1965, Sennheiser Electronics introduced the Philharmonic sound system, which used electronics to overcome some of the problems ordinary woofer subsystems confront. They added a motion sensor to the woofer, and used the signal corresponding to its actual motion to feedback as a control input to

9434-634: The other location in Brussels, Belgium , while manufacturing their pro products primarily in Malaysia and home products primarily in China. After corporate restructuring, Gibson dismantled most of Pro Audio division (only retaining KRK Systems) and sold several parts of it including Cerwin-Vega. Cerwin-Vega was eventually acquired by CVM Acquisition Services in 2020 and with it reunited both mobile and other parts of Cerwin-Vega as Cerwin-Vega Inc. Cerwin-Vega

9540-537: The particular characteristics of the loudspeaker systems used and the room in which they are used. Computer techniques, in particular digital signal processing (DSP), make possible a higher precision crossover. By using finite impulse response (FIR) and other digital techniques, the crossovers for a bi-amped or tri-amped system can be accomplished with a precision not possible with analog filters, whether passive or active. Furthermore, many driver peculiarities (down to and including individual variances) can be remedied at

9646-657: The practice of branding livestock to deter theft. Images of the branding of cattle occur in ancient Egyptian tombs dating to around 2,700 BCE. Over time, purchasers realized that the brand provided information about origin as well as about ownership, and could serve as a guide to quality. Branding was adapted by farmers, potters, and traders for use on other types of goods such as pottery and ceramics. Forms of branding or proto-branding emerged spontaneously and independently throughout Africa, Asia and Europe at different times, depending on local conditions. Seals , which acted as quasi-brands, have been found on early Chinese products of

9752-407: The practice of branding objects extended to a broader range of packaging and goods offered for sale including oil , wine , cosmetics , and fish sauce and, in the 21st century, extends even further into services (such as legal , financial and medical ), political parties and people 's stage names. In the modern era, the concept of branding has expanded to include deployment by a manager of

9858-473: The presence of these simple markings does not imply that mature brand management practices operated. Scholarly studies have found evidence of branding, packaging, and labeling in antiquity. Archaeological evidence of potters' stamps has been found across the breadth of the Roman Empire and in ancient Greece . Stamps were used on bricks, pottery, and storage containers as well as on fine ceramics. Pottery marking had become commonplace in ancient Greece by

9964-518: The producer's name. Roman glassmakers branded their works, with the name of Ennion appearing most prominently. One merchant that made good use of the titulus pictus was Umbricius Scaurus, a manufacturer of fish sauce (also known as garum ) in Pompeii, c.  35 CE . Mosaic patterns in the atrium of his house feature images of amphorae bearing his personal brand and quality claims. The mosaic depicts four different amphora, one at each corner of

10070-412: The product, the consumer lifestyle, and the endorser is important for the effectiveness of brand communication. Woofer A woofer or bass speaker is a technical term for a loudspeaker driver designed to produce low frequency sounds, typically from 20 Hz up to a few hundred Hz. The name is from the onomatopoeic English word for a dog's deep bark, " woof " (in contrast to a tweeter ,

10176-513: The red ring commonly found on the surround of many of their speaker drivers over the decades. Since 2020, the Mobile and remaining divisions of Cerwin-Vega have been reunited under a common ownership. Brand The practice of branding—in the original literal sense of marking by burning—is thought to have begun with the ancient Egyptians , who are known to have engaged in livestock branding and branded slaves as early as 2,700 BCE. Branding

10282-950: The same time such as in Klein and Hummel 's recent designs. This approach is complex and thus not likely to be used in lower cost equipment. All cone materials have advantages and disadvantages. The three chief properties designers look for in cones are light weight, stiffness, and lack of coloration (due to absence of ringing ). Exotic materials like Kevlar and magnesium are light and stiff, but can have ringing problems, depending on their fabrication and design. Materials like paper (including coated paper cones) and various polymers will generally ring less than metal diaphragms, but can be heavier and not as stiff. There have been good and bad woofers made with every type of cone material. Almost every kind of material has been used for cones, from glass fiber, bamboo fiber, to expanded aluminum honeycomb sandwiches, and mica -loaded plastic cones. The frame, or basket,

10388-476: The trend. By the early 1900s, trade press publications, advertising agencies , and advertising experts began producing books and pamphlets exhorting manufacturers to bypass retailers and to advertise directly to consumers with strongly branded messages. Around 1900, advertising guru James Walter Thompson published a housing advertisement explaining trademark advertising. This was an early commercial explanation of what scholars now recognize as modern branding and

10494-400: The way in which consumers had started to develop relationships with their brands in a social/psychological/anthropological sense. Advertisers began to use motivational research and consumer research to gather insights into consumer purchasing. Strong branded campaigns for Chrysler and Exxon /Esso, using insights drawn from research into psychology and cultural anthropology , led to some of

10600-434: The woofer enclosure is much larger than required for midrange and high frequencies . A crossover network , either passive or active, filters the band of frequencies to be handled by the woofer and other speakers. Normally the crossover and speaker system, including the woofer, are expected to convert the electrical signal supplied by the amplifier to an acoustic signal of identical waveform without other interaction between

10706-427: The woofer structure, the heat is eventually dissipated into the surrounding air. Some drivers include provisions for better cooling (e.g., vented magnet pole pieces, dedicated heat conduction structures) to reduce increased coil/magnet/frame temperatures during operation, especially high power level conditions. If too much power is applied to the voice coil as compared to its ability to shed heat, it will eventually exceed

10812-417: The world's oldest in continuous use. A characteristic feature of 19th-century mass-marketing was the widespread use of branding, originating with the advent of packaged goods . Industrialization moved the production of many household items, such as soap , from local communities to centralized factories . When shipping their items, the factories would literally brand their logo or company insignia on

10918-604: Was effectively split for several years across two companies, Cerwin-Vega Mobile which handled products specifically for mobile applications and Stanton Group for all remaining products. Later, the Stanton Group was wholly acquired by Gibson Guitar Company on December 5, 2011, and for some time Gibson managed Cerwin Vega, KRK Systems, and Stanton brands under their Gibson Pro Audio division. Cerwin-Vega sells internationally from two main locations; one in Deerfield Beach, FL , and

11024-487: Was founded as Vega Associates (with later name changes to Vega Laboratories and then Cerwin-Vega) by aerospace engineer Eugene J. "Gene" Czerwinski (1927–2010) in 1954, and became noted for producing an 18" speaker capable of producing 130 dB in SPL at 30 Hz, an astonishing level during its time. Another breakthrough product, the world's first solid-state amplifier , was released in 1957. In addition to these innovations,

11130-435: Was the brand name. With the rise of mass media in the early 20th century, companies adopted techniques that allowed their messages to stand out. Slogans , mascots , and jingles began to appear on radio in the 1920s and in early television in the 1930s . Soap manufacturers sponsored many of the earliest radio drama series, and the genre became known as soap opera . By the 1940s, manufacturers began to recognize

11236-444: Was used to differentiate one person's cattle from another's by means of a distinctive symbol burned into the animal's skin with a hot branding iron . If a person stole any of the cattle, anyone else who saw the symbol could deduce the actual owner. The term has been extended to mean a strategic personality for a product or company, so that "brand" now suggests the values and promises that a consumer may perceive and buy into. Over time,

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