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122-425: "DeploraBall" was conceived in early November 2016 by a marketing team as a brand name for various parties and events celebrating the election of Donald Trump. Among the organizers were Jack Posobiec , Jeff Giesea , and Mike Cernovich . The loosely organized GOTV group MAGA3X became one of the first sponsors of a DeploraBall event, which MAGA3X originally announced would be held on January 19, 2017, (the night before

244-439: 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

366-528: A tenured teacher . A second video featured a staged phone conversation by O'Keefe with Lawrence E. Everett, assistant superintendent of the Passaic, New Jersey city schools, in which Everett refused to commit to firing a teacher based on a parent's purported claim that the teacher had used the " n-word " with his child. A third video (October 26, 2010) featured audio of a voice, identified as NJEA Associate Director Wayne Dibofsky, who alleged voter fraud during

488-469: 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

610-622: A $ 1   million transfer of funds from an undisclosed source to support their work. The findings were based in part on discovery documents in a case brought by the American Federation of Teachers , Michigan, which had been infiltrated by Project Veritas. The organization's board fired O'Keefe in February 2023 for what it said was financial malfeasance with donor money. In September 2023, Project Veritas suspended all operations after laying off most of its employees. In December of

732-636: 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

854-400: 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

976-403: 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

1098-463: 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

1220-478: 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

1342-518: 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

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1464-412: 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

1586-417: 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

1708-409: A charter flight related to fixing his boat and $ 150,000 for "black cars". The staff concerns were communicated to the board in a memo calling O'Keefe a "power-drunk tyrant". According to an unreleased internal audit, O'Keefe also directed Project Veritas employees to book a $ 12,000 helicopter flight from New York to Southwest Harbor , spent $ 208,980 on black car travel and $ 2,500 on DJ equipment and

1830-454: A client seeking services from ACORN and asking whether their conversation was confidential." On March 5, 2013, O'Keefe agreed to pay Vera $ 100,000 and acknowledged in the settlement that at the time he published his video he was unaware that Vera had notified the police about the incident. As part of the settlement, O'Keefe apologized for his actions, expressing regret for "any pain suffered by Mr. Vera or his family." Giles paid Vera $ 50,000 in

1952-1021: 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

2074-472: 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

2196-685: A fabricated story about the sexual misconduct allegations against Republican Senate candidate Roy Moore . Rather than uncritically publish a story that accused Moore of impregnating a teenager, the Post critically examined the story, checked the source, assessed her credibility, and found that her claims had no merit, and that instead Project Veritas was trying to dupe The Washington Post . O'Keefe has been barred from fundraising for Project Veritas in Florida, Maine, Mississippi, Utah, and Wisconsin, partly because of his federal criminal record for entering

2318-515: A federal building under fraudulent pretenses and partly because Project Veritas has repeatedly failed to properly disclose his criminal convictions in applications for nonprofit status. Similar disclosure issues for the group's registration also exist in New Mexico, New York, and North Carolina. On February 11, 2021, Project Veritas's Twitter account was "permanently suspended for repeated violations of Twitter's private information policy." At

2440-462: 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

2562-698: A group Nazi salute during a pro-Trump conference at a restaurant, was also uninvited from the event. Cernovich subsequently told TMZ that racist gestures, such as the Nazi salute, were banned from the event. Images of Pepe the Frog were also banned. Other MAGA3X organizers also made statements disavowing any affiliation between the DeploraBall and white nationalism . The organizers' limitations on speech and banning of Treadstone and Spencer were criticized by some alt-right members as bowing to mainstream pressure. Both

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2684-493: 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

2806-507: 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

2928-513: A mandatory retraining "to ensure they can identify people trying to defraud the government". A spokesman for Virginia Governor Bob McDonnell said he had asked state police to review the video and take appropriate action. In Charleston , South Carolina, the director of that state's Department of Health and Human Services, Anthony Kreck, said the video filmed in his state "raises concerns about how well trained and supported our staff are to handle outrageous situations". He also expressed concern for

3050-524: A person willfully helping someone defraud the welfare system. It does show a need for further job knowledge and continuous and improved staff training." He also said that "we would be six months further along in fixing the problem" if he had received the video when it was filmed. LePage directed his agency director to work on correcting the problem. Ben Johnson of the Ohio Department of Job and Family Services noted that benefits were never granted in

3172-399: 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

3294-547: A separate 2012 settlement. On June 14, 2010, the Government Accountability Office (GAO) published its report finding no evidence that ACORN or any of its related organizations had mishandled any of the $ 40 million in federal money they had received in recent years. Starting on October 25, 2010, O'Keefe posted a series of videos on the Internet titled Teachers Unions Gone Wild . At the time,

3416-419: A similar-looking account into a conversation about an invoice payment, and the organization transferred funds to an account operated by the scammers. O'Keefe was removed from his leadership position at Project Veritas on February 20, 2023, amid allegations of financial malfeasance and poor management of staff. The board charged that O'Keefe had used funds for a variety of personal expenses, including $ 14,000 for

3538-480: A total of $ 150,000 in settlements to an ACORN employee who sued for defamation . NPR CEO Vivian Schiller resigned in 2013 after Project Veritas released a deceptively edited video portraying another NPR executive making controversial comments about the Tea Party movement and NPR's federal funding. Project Veritas unsuccessfully attempted to mislead The Washington Post into publishing false information about

3660-414: 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

3782-407: 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

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3904-509: 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

4026-413: 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

4148-420: 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

4270-403: 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

4392-469: 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

4514-410: 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

4636-421: 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

4758-442: 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

4880-406: 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

5002-564: 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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5124-531: The Association of Community Organizations for Reform Now (ACORN), NPR , CNN , and The Washington Post . In 2009, Project Veritas associates published misleading videos that depicted ACORN employees providing advice on concealing illegal activity, causing ACORN to shut down after losing funding; the Attorney General of California cleared ACORN of wrongdoing in 2010, and the associates paid

5246-512: The Association of Community Organizations for Reform Now (ACORN), a 40-year-old advocacy organization for low- and moderate-income people. In September 2009, O'Keefe and his associate Hannah Giles published edited hidden-camera recordings in which Giles posed as a prostitute and O'Keefe as her boyfriend, a law student, in an attempt to elicit damaging responses from ACORN employees. ACORN mostly registered people from Latino and African American communities. The videos were recorded during

5368-564: The Donald J. Trump Foundation . In 2020, The New York Times published an exposé detailing Project Veritas's use of spies recruited by Erik Prince to infiltrate "Democratic congressional campaigns, labor organizations and other groups considered hostile to the Trump agenda". The Times piece notes O'Keefe's and Prince's close links to the Trump administration , and details contributions such as

5490-784: 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

5612-511: The Roy Moore sexual misconduct allegations in 2017; the Post won a Pulitzer Prize after uncovering the operation. In 2022, a jury awarded $ 120,000 against Project Veritas for fraudulent misrepresentation of the nonprofit Democracy Partners . As a non-governmental organization , Project Veritas was financed by conservative fund Donors Trust (which provided over $ 6.6   million from 2011 to 2019) and other supporters, including

5734-579: The acquisition of Twitter by Elon Musk , Project Veritas's account was restored along with a number of other high-profile far-right accounts. In September 2021, Project Veritas's headquarters in Marmaroneck , New York, was destroyed by Hurricane Ida . Later that month, the organization announced that it had been scammed out of $ 165,000 in what appeared to be a business email compromise attack. Attackers monitoring O'Keefe's email communications with his attorneys succeeded in interjecting an email from

5856-478: 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

5978-643: The "Deplorables Inaugural Ball" was organized by Deplorables Nation and took place at the Ronald Reagan Building and International Trade Center on the evening of January 19, 2017. A few weeks before the DeploraBall, members of Project Veritas infiltrated meetings of the protest groups DisruptJ20 and the DC Antifascist Coalition, and filmed members discussing plans to disrupt and "crash" the DeploraBall. According to an affidavit released by police, three people associated with

6100-481: 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

6222-484: 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

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6344-400: 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,

6466-415: The 1997 Jersey City mayoral election. The voice of Robert Byrne, Jersey City municipal clerk, was recorded on the same video; he noted that lawyers for both candidates monitored the election. Christie said at the time that nothing on the videos surprised him. NJEA spokesman Steve Wollmer said the union and its attorneys were discussing their options for legal action, but none was ever taken. Wollmer called

6588-518: 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),

6710-606: 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

6832-584: The ACORN offices in conservative street clothes (the sleeve of his dress shirt is visible on camera). Furthermore, the ACORN employees involved reported his activities to the San Diego Police Department after he left. O'Keefe selectively edited and manipulated his recordings of ACORN employees and distorted the chronologies. Several journalists and media outlets expressed regret for failing to properly scrutinize and vet his work. After

6954-534: 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

7076-504: The National Press Building. Protesters clashed with police in riot gear, who formed a human shield to protect DeploraBall attendees as they arrived and entered the building. Protesters also threw bottles at attendees who were leaving the venue. One Trump supporter suffered a head injury after being hit by a protester. Ellison Barber of local CBS affiliate WUSA-TV reported that she had seen "at least four fights" outside

7198-508: The National Press Club). The event had sold out its 1000-ticket capacity in advance. Although journalist Milo Yiannopoulos had been invited, he did not attend. Political consultant Roger Stone arrived at the venue, but left without entering the event after learning the organizers had not provided sufficient tickets for his family members accompanying him. The event was broadcast live by Right Side Broadcasting Network . To mark

7320-546: The New Jersey Education Association (NJEA) was in negotiations with New Jersey Governor Chris Christie over teacher pay benefits and tenure. O'Keefe obtained a video from recordings made by "citizen journalists" he recruited to attend the NJEA's leadership conference. They secretly recorded meetings and conversations with teacher participants. It featured teachers discussing the difficulty of firing

7442-844: The Trump inauguration) at the Clarendon Ballroom in Arlington, Virginia . After MAGA3X had sold over 500 tickets, the Ballroom declined to host the event, stating that no event contract had been signed and that the venue had decided not to issue a contract "due to the suspicious actions of the organizers" in selling tickets before a contract was in place; however, event organizers alleged that the Ballroom had acquiesced to pressure from Hillary Clinton supporters. The Ballroom subsequently became "overwhelmed" with harassing phone calls and threats, although Arlington County police said there were no "credible" threats. MAGA3X then announced that

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7564-547: The U.S., but authorities confirmed that Vera immediately contacted them about O'Keefe and that he had also encouraged O'Keefe to share as much information as possible about his scheme and gather further evidence of O'Keefe's purported illegal activities, which could be used by prosecutors to bring charges against O'Keefe for attempted human trafficking . Due to O'Keefe's release of the dubiously edited video, intentionally designed to "prove" that ACORN employees were ready and willing to engage in illicit activities, Vera lost his job and

7686-476: 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

7808-524: 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

7930-427: 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

8052-533: The boundaries of the law, which The New York Times says is a sign of its interest in "using tactics that test the boundaries of legality and are outside of mainstream reporting techniques". Rolling Stone called Project Veritas's reporting practices "dubious", with their reporters actively manipulating their targets. Project Veritas was founded in June 2010, but O'Keefe produced two series of deceptive videos before founding it: In 2006, O'Keefe met Lila Rose ,

8174-401: 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

8296-412: 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,

8418-413: 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

8540-425: 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

8662-400: 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

8784-509: 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,

8906-455: 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

9028-553: The case, and that the made-up story would have been caught if the application process had proceeded. He said his office would use the video to strengthen staff training. Ohio Attorney General Mike DeWine called the Ohio video "outrageous" and intended to instruct his state's Medicaid fraud unit to look into the incident. The director of the Ohio Department of Job and Family Services , Michael Colbert , notified county leaders of

9150-542: The conclusion of DeploraBall, Scott LoBaido painted a "live-speed" portrait of Donald Trump. A second Washington, D.C.-area inaugural ball dubbed " Gays for Trump DeploraBall Gala" was held at the Bolger Center Hotel in Potomac, Maryland , on the following evening, January 20, 2017. The event was attended by over 200 people. Another "Gays for Trump DeploraBall" was planned to be held on July 4, 2017; however,

9272-501: 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

9394-516: 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

9516-715: The event was renamed and pushed back to July 1. Additional inaugural events using the DeploraBall name took place in other US locales, including California, North Carolina, Arizona, and Ohio. According to the official DeploraBall marketing website, over 50 DeploraBall events were held nationwide and in three countries around the time of the Trump inauguration. Attendees included Milwaukee sheriff David Clarke , activist James O'Keefe , businessman Martin Shkreli , and social media personalities Mike Cernovich , Jim Hoft , and Gavin McInnes . A similarly named inaugural celebration called

9638-483: The event would move to the National Press Club. Following the change of venue, one of the original organizers, Tim Treadstone (known online as " Baked Alaska "), was reportedly banned from the DeploraBall by Cernovich and Giesea after posting "anti-Semitic and racist comments" on Twitter , sparking an online argument with Cernovich. White supremacist Richard Spencer , who had recently made news for leading

9760-414: 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,

9882-426: 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

10004-607: The founder of an anti-abortion group on the University of California, Los Angeles (UCLA) campus. They secretly recorded encounters in Planned Parenthood clinics in Los Angeles and Santa Monica , in which Rose posed as a 15-year-old girl impregnated by a 23-year-old man. Rose and O'Keefe made two videos incorporating heavily edited versions of the recordings and released them on YouTube . The video omitted

10126-642: 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

10248-436: 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

10370-430: 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

10492-419: 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

10614-473: 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

10736-540: 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

10858-400: 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

10980-433: 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

11102-579: 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

11224-564: 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

11346-412: The object identified, to the benefit of the brand's customers, its owners and shareholders . Brand names are sometimes distinguished from generic or store brands . 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

11468-546: The outgoing and the incoming presidents of the National Press Club stated that the club would hold the private event in honor of the incoming President Trump "as we have for incoming presidents of both parties for decades", but would neither endorse nor sponsor the event. On the evening of January 19, 2017, the MAGA3X DeploraBall event was held at the National Press Building (the Washington, D.C. headquarters of

11590-572: The parts of the conversation in which a Planned Parenthood employee asked Rose to consult her mother about the pregnancy and another employee told her, "We have to follow the laws." Rose took down those videos after Planned Parenthood sent her a cease and desist letter in May 2007 asserting that the videos violated California's voice recording laws , which require consent from all recorded parties, but they continued to make more clandestine videos. The organization produced deceptively edited videos targeting

11712-657: 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

11834-407: 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

11956-473: 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

12078-518: 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

12200-907: The product, the consumer lifestyle, and the endorser is important for the effectiveness of brand communication. Project Veritas Defunct Newspapers Journals TV channels Websites Other Economics Gun rights Identity politics Nativist Religion Watchdog groups Youth/student groups Miscellaneous Other Project Veritas was an American far-right activist group founded by James O'Keefe in 2010. The group produced deceptively edited videos of its undercover operations , which use secret recordings in an effort to discredit mainstream media organizations and progressive groups. Project Veritas also used entrapment to generate bad publicity for its targets, and propagated disinformation and conspiracy theories in its videos and operations. Project Veritas's targets included Planned Parenthood ,

12322-481: The protest groups plotted to get into the National Press Club and tamper with the sprinkler system to release butyric acid , acting as a stink bomb , over the DeploraBall attendees. At least one conspirator had purchased tickets to the event, which were cancelled by the organizers upon seeing the Veritas videos. After the videos became public, a spokesperson for the protest groups claimed that their members knew Veritas

12444-430: The safety of the state employee with the figure ["Sean Murphy"] in the video "who could be interpreted as intimidating" and questioned why security wasn't called. On March 8, 2011, shortly before Congress was to vote on funding for National Public Radio ( NPR ), O'Keefe released a heavily edited video of a discussion with Ronald Schiller, NPR's senior vice president for fundraising , and associate Betsy Liley. The content

12566-480: The same time, O'Keefe's personal account was temporarily locked for violating the policy pending the deletion of a tweet. Twitter permanently suspended O'Keefe's personal account on April 15 for violating its policy on "platform manipulation and spam", which prohibits the use of fake accounts to "artificially amplify or disrupt conversations". O'Keefe denied that he used fake accounts on Twitter and said he intended to sue Twitter in response. In November 2022, following

12688-651: The same year, Hannah Giles, who succeeded O'Keefe as CEO of the organization, resigned. Project Veritas was founded in June 2010 by James O'Keefe , who served as chairman until he separated from the organization in February 2023 amid controversy over his handling of finances and his management style. During the 2016 United States presidential election , the organization falsely claimed to have shown that Hillary Clinton 's presidential campaign accepted illegal donations from foreign sources. Two Project Veritas members were sued for defamation by an employee of Association of Community Organizations for Reform Now (ACORN) who

12810-528: The summer of 2009 and appeared to show low-level ACORN employees in six cities advising Giles and O'Keefe on how to avoid detection by authorities of tax evasion , human smuggling and child prostitution . He framed the undercover recordings with a preface of him dressed in a "pimp" outfit, which he also wore in TV media interviews. This gave viewers, including the media, the impression that he had dressed that way when speaking to ACORN workers, but he actually entered

12932-476: 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

13054-577: The venue. A young boy at the protest, later identified by TMZ as the 11-year-old son of actor Drew Carey , told a Fox News reporter at the scene that he had started a fire in the street near the venue. Police eventually used pepper spray to disperse the protesters. Brand A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business , marketing , and advertising for recognition and, importantly, to create and store value as brand equity for

13176-409: The videos "a calculated attack on this organization and its members" and called O'Keefe "flat-out sleazy". In the summer of 2011, O'Keefe released videos in which an actor working for Project Veritas attempted to apply for benefits while hinting that he was a drug smuggler; the actor failed to obtain benefits. In Maine, Governor Paul LePage concluded upon further examination of the videos that there

13298-698: The videos were released, Congress voted to freeze federal funding to ACORN. The Census Bureau and the Internal Revenue Service (IRS) terminated their contract relationships with ACORN. By December 2009, an external investigation of ACORN was published that cleared it of any illegality, while commenting that its poor management practices contributed to unprofessional actions by some low-level employees. In March 2010, ACORN announced it would dissolve due to loss of funding from government and especially private sources. On March 1, 2010, Brooklyn District Attorney Charles J. Hynes found that there

13420-400: 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

13542-417: 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

13664-565: Was abusive towards Project Veritas employees. O'Keefe also allegedly spent donor money on a romantic relationship with Alexandra Rose, a California real estate agent and star of the Netflix reality series Selling the OC . Project Veritas subsequently sued O'Keefe and two others, alleging that they had created a competing organization, O'Keefe Media Group, while still employees, approaching PV's donors and using company funds for this purpose. O'Keefe

13786-773: Was also alleged to have improperly spent company funds on himself. In 2023, after six employees sued Project Veritas for underpayment, it settled for $ 270,000. At the same time, Project Veritas settled a former employee's sexual harassment suit alleging a "highly sexualized" workplace with "rampant" drug use. In September 2023, Project Veritas suspended all operations after laying off most of its employees. Hannah Giles, who had been appointed CEO replacing O'Keefe in June 2023, resigned in December that same year. Upon resigning, she wrote, "I stepped into an unsalvageable mess — one wrought with strong evidence of past illegality and past financial improprieties." She added, "Once such evidence

13908-505: Was discovered, I brought the information to the appropriate law enforcement agencies." Project Veritas uses deceptive techniques, including recording people without their knowledge and misrepresenting their employees' identities and purposes. It hires former U.S. and British military and intelligence agents to train its employees, who are often called "agents" or "operatives" in internal documents. Internal memos show that Project Veritas clears these activities with its legal team to stay within

14030-404: Was falsely portrayed as engaged in human trafficking. O'Keefe moved for summary judgment in his favor, arguing that the plaintiff had no reasonable expectation that the conversation would be private. In August 2012, the federal judge hearing the case denied O'Keefe's motion. The judge ruled that O'Keefe had "misled plaintiff to believe that the conversation would remain confidential by posing as

14152-413: Was monitoring them, and deliberately fabricated the alleged DeploraBall plot, which they did not intend to actually carry out, in order to distract the Veritas infiltrator from their real protest plans. The video led to the arrests of three men involved in the plot, all of whom later pled guilty to conspiracy charges. During the evening of January 19, hundreds of anti-Trump protesters demonstrated outside

14274-557: Was no criminal wrongdoing by the ACORN staff in New York. The California Attorney General 's Office granted O'Keefe and Giles limited immunity from prosecution in exchange for providing the full, unedited videotapes related to ACORN offices in California. On the basis of the edited video that O'Keefe released, ACORN employee Juan Carlos Vera appeared to be a willing participant in O'Keefe's plan to illegally smuggle young women into

14396-426: Was no fraud or intent to commit fraud. The videos received less media attention than earlier O'Keefe efforts. Generally, the state officials and representatives acknowledged potential problems but also took a measured tone in response, to allow time to fully investigate and evaluate the incidents. After viewing the video, LePage thanked the person who took the video and noted: "The video in its entirety does not show

14518-635: Was secretly recorded by O'Keefe's partners, Simon Templar (a pseudonym) and Shaughn Adeleye, who pretended to be Muslims named Ibrahim Kasaam and Amir Malik. In the video, the NPR executives were shown meeting with Kasaam and Malik, who styled themselves as representatives of a self-described Muslim charity called the "Muslim Education Action Center" that wished to donate money to NPR. NPR responded that Schiller's remarks were presented out of sequence and that he said that he would speak personally, and not for NPR. Schiller said some highly placed Republicans believed

14640-435: 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

14762-444: 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,

14884-401: Was wrongfully depicted as a "willing participant in an underage sex-trafficking scheme". The suit resulted in two settlements : O'Keefe issued a statement of regret and paid the ACORN employee $ 100,000 in 2013; the other Project Veritas member paid the employee an additional $ 50,000 in 2012. In 2017, Project Veritas was caught in a failed attempt to trick The Washington Post into posting

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