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108-464: Humbrol Limited is a British brand and former manufacturer of paints , solvents , and other accessories for scale model kits and toys . In the past, Humbrol produced under its own brand and the Airfix , Sky Marks, Young Scientist, 1st Gear, High Speed and W. Britain brands. In 2006, the company entered administration, but later the same year was acquired by Hornby plc , who has since re-launched

216-439: 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

324-469: 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

432-538: A Humbrol Authentic Colours range that was not only aimed at modellers but specifically reproduced historic colours, such as RAF Duck Egg Blue, Luftwaffe Dunkelgrun or GWR Coach Stock Chocolate. Initially these were only sold in sets, but from 1974 they were sold individually, with some changes to the range over time. In 1976, Humbrol became part of the Hobby Products Group of the international Borden, Inc. group. Five years later, Borden also acquired

540-492: A base condiment in dipping sauces with additional ingredients, used in soups, stir-fries and meat loaves, or eaten with rice as a main dish. In January 2016, the Institute of Food Technologists published a study asserting that using Vietnamese fish sauce as a substitute for sodium chloride (salt) in chicken broth, tomato sauce, and coconut curry reduced the amount of sodium chloride by 10 to 25 percent while still maintaining

648-636: 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

756-400: 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

864-403: 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

972-463: 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

1080-478: 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

1188-518: 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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1296-412: 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

1404-417: 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

1512-640: A condiment. Remains of Roman fish salting facilities can still be seen, including in Algeciras in Spain and near Setúbal in Portugal. The process lasted until the 16th century when garum makers switched to anchovy and removed the innards. Garum was ubiquitous in Classical Roman cooking. Mixed with wine it was known as oenogarum , or with vinegar, oxygarum , or mixed with honey, meligarum . Garum

1620-1021: 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

1728-472: 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

1836-760: A flavoring ingredient in ramen soups. Imported Thai / Vietnamese fish sauce in Japan is referred to as nanpurā (ナンプラー), from the Thai word for fish sauce nam pla . In Korea, fish sauce is called eojang ( 어장 ). Across the Korean Peninsula , aekjeot ( 액젓 , literally "liquid jeotgal "), a type of fish sauce usually made from fermented anchovies or sand lances , is used as a crucial ingredient in many types of kimchi , both for taste and fermentation. In Jeju island , eoganjang ( 어간장 ), made of fermented godori (young chub mackerel ) or horse mackerel ,

1944-462: 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

2052-493: 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

2160-507: 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

2268-535: A major trade commodity. Fish sauce, however, developed massive popularity in Southeast Asia. Food scholars traditionally divide East Asia into two distinct condiment regions, separated by a bean-fish divide: Southeast Asia, mainly using fermented fish (Vietnam, Thailand, Cambodia), and Northeast Asia, using mainly fermented beans (China, Korea, Japan). Fish sauce re-entered China in the 17th and 18th centuries, brought from Vietnam and Cambodia by Chinese traders up

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2376-561: A pronounced fishy taste. Extended fermentation reduces this and gives the product a nuttier , richer and more savory flavor. An anonymous article, "Neuc-num", in Diderot and d'Alembert 's 18th-century Encyclopédie , states: "It is said that Europeans become accustomed enough to this type of sauce". Southeast Asian fish sauce is often made from anchovies , salt, and water, and is intensely flavoured. Anchovies and salt are arranged in wooden barrels to ferment and are slowly pressed, yielding

2484-399: 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

2592-458: A second-grade fish sauce, mostly used in cooking. In 2014, the US Food and Drug Administration (FDA) banned the import of Thai fish sauces due to a lack of information about tests for botulinum toxin . The toxin can cause death if more than 0.5 micrograms are consumed. The Thai Office of Food Safety and Quality then tested 48 brands of fish sauce to determine the content of botulinum toxin in

2700-403: A strong smell, and transparent with a deep golden amber color. "First press" fish sauce, meaning the sauce is bottled from the first time the fermenting barrels are drained, also indicates quality. Lastly, when measuring the nitrogen level of fish sauces (N), most fish sauce on the market falls within the mid 20N range. Anything over 30N is considered high-grade, and 40N is optimal. Nước chấm

2808-414: 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

2916-407: 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

3024-509: 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

3132-504: Is uoshōyu (魚醤油). There are several variations used in regional cuisines. Ishiru in the Noto Peninsula is made from sardine and squid . Shottsuru , the best-known type of Japanese fish sauce and often used as a synonym for all gyoshō , is from Akita Prefecture and is mainly made from sailfin sandfish . Ikanago shoyu of Kagawa Prefecture is made from sand lance . They are used in nabemono , in salad dressings, and as

3240-423: Is a Vietnamese prepared fish-based condiment (also referred to as a "sauce") that is savory, lightly sweet and salty tasting, and can be sour and spicy if lime and chili peppers are added. The main components are fish sauce, water, and sugar. Mắm is made much like fish sauce, except that it is not fermented as long, and the fish is kept along with its liquid extract, not just the extract. Mắm can be used as

3348-413: 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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3456-420: 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

3564-403: 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

3672-469: 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

3780-410: 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

3888-475: Is also used as an ingredient in cooked dishes, including a rice porridge called arroz caldo , and as a condiment for fried fish. Patis is also used in place of table salt in meals to enhance the flavor of the food, where it can either be dashed from a dispensing bottle onto the food, or poured into a saucer and mixed with calamansi and labuyo chilis and used as a dipping sauce. Fish sauce in Thailand

3996-514: Is also used. The Philippine fish sauce is known as patis . It is one of the most important ingredients in Filipino cuisine. Patis is a by-product of bagoong production, which include bagoong isda (fermented fish) and bagoong alamang (fermented krill ), as well as the rarer bagoong macabebe (fermented oysters ) and bagoong sisi (fermented clams ). The fish used are typically small like sardines , anchovies , ambassids , and

4104-551: Is called nam pla ( Thai : น้ำปลา ). In Isan , it is called nam pa . Similar to the Laotian padaek is pla ra ( Thai : ปลาร้า ), also used in Thai cuisine . In Thailand, fish sauce is used both in cooking and also served at the table as a condiment, for instance in noodle soups. Nearly every Thai meal is served with phrik nam pla as a condiment: a mixture of fish sauce, lime juice, and chopped bird's eye chilies . Sliced garlic

4212-571: Is called nước mắm . There are two areas in Vietnam that are most famous for producing fish sauce: Phú Quốc and Phan Thiết . Fish sauce has a 300-year history dating back to the Champa kingdom of the Cham people . Phan Thiết can be identified with the birthplace of Vietnamese fish sauce. Before 1693, Phan Thiết was a territory of Champa . The Vietnamese occupied the area in 1693 and commercialized

4320-400: Is called tik trei ( Khmer : ទឹកត្រី , tœ̆k trei ). Just like prahok , it is believed to date back to the pre-Angkorean era . Industrially fish sauce is produced by mixing trei aing keuy or anchovies with coarse salt and fermenting it in large wooden vats . Over the period of six to eight months, it is distilled five times, before being transferred into jars and sun-fermented for

4428-405: Is called yúlù ( simplified Chinese : 鱼露 ; traditional Chinese : 魚露 ; pinyin : yúlù , literally "fish dew") and is native to the provinces of Guangdong and Fujian. In Chaoshan cuisine, fish sauce is made with Reeve's shad ( Tenualosa reevesii ), which is unsuitable for direct eating due to being fatty, bony, and odorous. In Japan, fish sauce is called gyoshō (魚醤); another name

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4536-574: Is expected to reach about 420 million liters. The reason for this growth is due to the increasing domestic demand and the strong development of the fish sauce export industry. Vietnamese fish sauce is currently exported to more than 60 countries and territories around the world. According to statistics, Vietnam currently has 783 fish sauce production facilities with 1,500 participating farming households, producing about 250 million liters of fish sauce per year. Of which, 35 facilities produce fish sauce for export to 20 markets. In China, fish sauce

4644-439: Is fermented and contains anchovies. While fish sauce and oyster sauce are both briny and may have related histories, they are different products. Fish sauce is watery, clear, and salty, whereas oyster sauce is made by reducing oyster extracts and therefore sweeter with a hint of salt and not as strong an aroma as fish sauce. Fish sauces historically have been prepared from different species of fish and shellfish, and from using

4752-527: Is often added to this sauce. Historically, there were two types of fish sauce made in Thailand: that made with a fresh-water fish, pla soi , and sauce made from a salt-water fish, pla kratak . Either fish is fermented for at least eight months, three parts fish to two parts salt. The resulting mash is filtered. This yields the best fish sauce called the "base". The dregs are then mixed with water and salt and again fermented for three to four months. This yields

4860-421: 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

4968-442: 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

5076-406: 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

5184-564: 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

5292-784: 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

5400-737: The Zhou dynasty of ancient China, fish fermented with soybeans and salt was used as a condiment. By the time of the Han dynasty , soy beans were fermented without the fish into soy paste and its by-product soy sauce , with fermented fish-based sauces developing separately into fish sauce. A fish sauce, called kôechiap in Hokkien Chinese, might be the precursor of ketchup . By 50-100 BC, demand for fish sauces and fish pastes in China had fallen drastically, with fermented bean products becoming

5508-477: The fry of larger fish. Unlike other fish sauce variants, the fermented solids are not discarded but are sold as separate products. The patis is skimmed from the upper layers of fermenting bagoong and is not pressed. As such, patis usually takes longer to produce than other types of fish sauce as it is reliant on the readiness of bagoong . Patis is nearly always cooked prior to consumption, even when used as an accent to salads or other raw dishes. Patis

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5616-481: 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

5724-484: 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

5832-400: 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,

5940-518: 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),

6048-606: 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

6156-524: The Elder , "garum consists of the guts of fish and other parts that would otherwise be considered refuse so that garum is really the liquor from putrefaction." Garum was made in the Roman outposts of Spain almost exclusively from mackerel by salting the scrap fish innards, and then sun fermenting the flesh until it fell apart, usually for several months. The brown liquid would then be strained, bottled, and sold as

6264-632: The French kit manufacturer Heller . The Airfix model company joined the group in 1986, transferring its kit production to the Heller factory in Trun, Orne , France. In 1994, the group was acquired by an Irish investment company, Allen & McGuire, and the business was restructured under the Humbrol name. Heller was sold off in 2005 but continued to manufacture kits for Humbrol. On 31 August 2006, following

6372-534: 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

6480-732: The West since the Roman times . Due to its ability to add a savory flavor to dishes, it has been embraced globally by chefs and home cooks. The umami flavor in fish sauce is due to its glutamate content. Fish sauce is used as a seasoning during or after cooking, and as a base in dipping sauces . Soy sauce is regarded by some in the West as a vegetarian alternative to fish sauce though they are very different in flavor. Sauces that included fermented fish parts with other ingredients such as meat and soy bean were recorded in China , 2300 years ago. During

6588-476: 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

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6696-524: 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

6804-427: 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

6912-401: 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

7020-412: 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,

7128-413: 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

7236-425: 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

7344-400: 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

7452-509: 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,

7560-455: 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

7668-471: The brand. Humbrol was founded in Kingston upon Hull as the "Humber Oil Company" in 1919. After supplying oil for bicycles the company produced black paint for renovating them and then a range of twelve colours. During the 1950s and 1960s, Gerald Barton turned Humber Oil Company into "Humbrol" which developed a range of model paints and other modelmaking paraphernalia. From 1967 to 1989 the company produced

7776-517: The coast of the southern provinces Guangdong and Fujian. Fish sauces were widely used in ancient Mediterranean cuisine . The earliest recorded production was between 4th–3rd century BC by the Ancient Greeks, who fermented scraps of fish called garos into one. It is believed to have been made with a lower salt content than modern fish sauces. The Romans made a similar condiment called either garum or liquamen. According to Pliny

7884-594: The collapse of Heller SA, Humbrol went into administration . It was announced on 10 November 2006 that Hornby Railways would acquire certain assets of Humbrol, comprising Airfix, Humbrol paints and model accessories and the Young Scientist brand for £2.6 million. Humbrol is possibly best known for the enamel paints manufactured for use with plastic model kits, such as Airfix, Tamiya and Revell kits. The paints are manufactured in multiple finishes: matt, satin, gloss, metallic and metalcote. The archetypal container

7992-501: 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

8100-470: The death of an employee. It closed c.  2006 and the site was completely redeveloped by 2014. English contemporary artist George Shaw uses Humbrol enamel paints to create highly realistic paintings on MDF board . Penny Taylor-Beardow, Chairman of the Guild of Waterway Artists uses Humbrol enamels on prepared Birch ply to create her waterways paintings. Brand The practice of branding—in

8208-516: 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

8316-414: 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,

8424-577: The final 2–3 months. The most famous fish sauce is produced in the Kampot Province . Food Production Company of Kampot produces a speciality fish sauce containing roe . Fish sauce is mixed with sugar, lime juice , chili peppers and crushed roasted peanuts to create sweet fish sauce, which is the most popular dipping sauce in Cambodia. In Lao / Isan , it is called nam pa ( Lao : ນ້ໍາປາ ). A chunkier, more aromatic version known as padaek

8532-426: 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

8640-690: The fish sauce by keeping it in barrels and selling throughout the country. This business was popularized by Trần Gia Hòa who was born in 1872. There is a fish sauce museum in Phan Thiết. Popular brands in the US include Mega Chef, Red Boat, 3 Crabs, Golden Boy, and Hòn Phan Thiết. Vietnamese fish sauces are made with anchovies, mackerel, scabbard fish, and salt. High mercury concentration can be found in larger fish, especially in predator fish like scabbard fish. They do not have any additives like sugar, hydrolyzed protein , or preservatives. Vietnamese prefer sauces without

8748-642: 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

8856-436: 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

8964-430: 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

9072-419: 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

9180-473: 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

9288-540: 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

9396-400: 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

9504-569: The modern era, the concept of branding has expanded to include deployment by a manager of 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

9612-433: 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

9720-579: 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

9828-564: 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

9936-442: The original draft has been made, some fish sauces will be produced through a re-extraction of the fish mass via boiling. To improve the visual appearance and add taste, second-pass fish sauces often have added caramel, molasses, or roasted rice. They are thinner, and less costly. Some volume manufacturers of fish sauce will also water down a first-press to manufacture more products. Fish sauce that has been only briefly fermented has

10044-421: 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 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

10152-570: The perceived deliciousness, saltiness, and overall flavor intensity. This idea is similar to the use of umami flavor enhancers such as MSG to increase flavor intensity and reduce sodium requirement. According to the General Statistics Office , in 2020, the output of fish sauce reached nearly 380 million liters. According to the Vietnam Fish Sauce Association, the output of fish sauce in 2023

10260-657: 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

10368-473: 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

10476-518: 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

10584-553: The product, the consumer lifestyle, and the endorser is important for the effectiveness of brand communication. Fish sauce Fish sauce is a liquid condiment made from fish or krill that have been coated in salt and fermented for up to two years. It is used as a staple seasoning in East Asian cuisine and Southeast Asian cuisine , particularly Myanmar , Cambodia , Laos , Philippines , Thailand , and Vietnam . Some garum -related fish sauces have been used in

10692-422: The products. Of 48 brands tested, 28 were genuine fish sauces from 18 production sites in 12 provinces. Twenty samples from production sites in eight provinces were adulterated fish sauce. Tests showed that none were contaminated with botulinum toxin types A, B, E, and F and were free of Clostridium botulinum bacteria. In 2018, rumours again surfaced concerning banned Thai fish sauce. The variety from Vietnam

10800-479: The salty, fishy liquid. The salt extracts the liquid via osmosis . Southeast Asians generally use fish sauce as a cooking sauce. However, there is a sweet and sour version of this sauce which is used more commonly as a dipping sauce. Fish sauce in Myanmar is called ngan bya yay (ငါးငံပြာရည်). It's often a by-product of Hmyin ngapi (မျှင်ငပိ)(Burmese Fish Paste made from small fish) In Cambodia , fish sauce

10908-550: 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, 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

11016-476: 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

11124-400: 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

11232-405: The whole fish, or by using just fish blood or viscera . Most modern fish sauces contain only fish and salt , usually made from anchovy, shrimp, mackerel, or other strong-flavored, high oil fish. Some variants add herbs and spices . For modern fish sauces, fish or shellfish are mixed with salt at a concentration of 10% to 30%. It is then sealed in a closed container for up to two years. Once

11340-417: 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

11448-460: Was a 14 ml tin with the lid illustrating the paint colour and an embossed reference number. Humbrol does, however, sell 50 and 120ml tins and spray cans in some colours. The 50ml enamel paint tins and spray paints remain available. The tins are called "Humbrol DIY". Humbrol's main factory was located on Hedon Road, Marfleet in Hull. In 1988, an acetone spill at the factory caused a fire resulting in

11556-531: Was one of the trade specialties in Hispania Baetica . Garum was frequently maligned as smelling bad or rotten, being called, for example, "evil-smelling fish sauce" and is said to be similar to modern colatura di alici , a fish sauce used in Neapolitan cuisine . In English garum was formerly translated as fish pickle . The original Worcestershire sauce is a related product because it

11664-435: 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

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