A label (as distinct from signage ) is a piece of paper , plastic film , cloth , metal , or other material affixed to a container or product , on which is written or printed information or symbols about the product or item. Information printed directly on a container or article can also be considered labelling .
106-545: Labels have many uses, including promotion and providing information on a product's origin, the manufacturer (e.g., brand name ), use, safety, shelf-life and disposal, some or all of which may be governed by legislation such as that for food in the UK or United States. Methods of production and attachment to packaging are many and various and may also be subject to internationally recognised standards . In many countries, hazardous products such as poisons or flammable liquids must have
212-426: A food label must endure until the food has been used. Removable product labels need to bond until they are removed. For example, a label on a new refrigerator has installation, usage and environmental information: the label needs to be able to be removed cleanly and easily from the unit once installed. Labels for food and beverages typically include critical information pertinent to the contents or ingredients used in
318-439: 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
424-469: 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
530-489: A barcode for electronic identification using readers. For example, the US Military uses a UID system for its assets. The storage locations in shelves are often marked with a shelf label (possibly also with a barcode or numbering). They can be self-adhesive, magnetic or slide-in. Garments normally carry separate care/treatment labels which, in some regions, are subject to legislation. These labels typically indicate how
636-641: A bond and hold properly at room temperatures. PSAs typically reduce or lose their tack at low temperatures and reduce their shear holding ability at high temperatures; special adhesives are made to function at high or low temperatures. Adhesives may be broadly divided in two classes: structural and pressure-sensitive. To form a permanent bond, structural adhesives harden via processes such as evaporation of solvent (for example, white glue), reaction with UV radiation (as in dental adhesives ), chemical reaction (such as two part epoxy ), or cooling (as in hot melt ). In contrast, pressure-sensitive adhesives (PSAs) form
742-404: A bond simply by the application of light pressure to marry the adhesive with the adherend. Pressure-sensitive adhesives are designed with a balance between flow and resistance to flow. The bond forms because the adhesive is soft enough to flow, or wet , the adherend. The bond has strength because the adhesive is hard enough to resist flow when stress is applied to the bond. Once the adhesive and
848-636: 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
954-400: 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
1060-403: 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
1166-463: 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
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#17327723484011272-478: 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
1378-518: 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
1484-412: 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
1590-417: 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
1696-486: A company name or identification number and a material content list may also be required. Mailing labels identify the addressee, the sender and any other information which may be useful in transit. Many software packages such as word processor and contact manager programs produce standardized mailing labels from a data set that comply with postal standards. These labels may also include routing barcodes and special handling requirements to expedite delivery. Label "stock"
1802-1021: 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
1908-472: 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
2014-462: 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
2120-493: 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
2226-515: A label remains on an item during recycling, a label should be chosen which does not hinder the recyclability of the item. For example, when labeled corrugated boxes are recycled, wet strength paper labels do not hinder box recycling: the PSA adhesive stays with the backing and is easily removed. Paper backings without wet strength may release their adhesives, potentially contaminating recycling efforts. Labels can aid in recycling and reuse by communicating
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#17327723484012332-463: A liquid carrier or in 100% solid form. Articles such as tapes and labels are made from liquid PSAs by coating the adhesive on a support and evaporating the organic solvent or water carrier, usually in a hot air dryer. The dry adhesive may be further heated to initiate a cross-linking reaction and increase molecular weight. 100% solid PSAs may be low viscosity polymers that are coated and then reacted with radiation to increase molecular weight and form
2438-507: 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
2544-709: A permanent bond after several hours or days. Removable adhesives are designed to form a temporary bond, and ideally can be removed after months or years without leaving residue on the adherend. Removable adhesives are used in applications such as surface protection films, masking tapes , bookmark and note papers , price marking labels, promotional graphics materials, and for skin contact (wound care dressings, EKG electrodes, athletic tape, transdermal drug patches , etc.). Some removable adhesives are designed to repeatedly stick and unstick. They have low adhesion and generally cannot support much weight. Sometimes clean removal of pressure sensitive tape can be difficult without damaging
2650-482: A product, and may also state allergy risks such as the presence of gluten or soy. For example, the United States Food and Drug Administration (FDA) provides standards to regulate the information provided on the labels and packaging of wine and spirits. These labels include information like brand name, class and type designation, and alcohol content. Packaging may have labeling attached to or integral to
2756-399: 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
2862-840: A tackifier. Styrene block copolymers (SBC), also called styrene copolymer adhesives and rubber-based adhesives, have good low-temperature flexibility, high elongation, and high heat resistance. They are frequently used in hot melt adhesive applications, where the composition retains tack even when solidified; however non-pressure-sensitive formulations are also used. They usually have A-B-A structure, with an elastic rubber segment between two rigid plastic endblocks. High-strength film formers as standalone, increase cohesion and viscosity as an additive. Water-resistant, soluble in some organic solvents; cross-linking improves solvent resistance. Resins associating with endblocks (cumarone-indene, α-methyl styrene, vinyl toluene, aromatic hydrocarbons, etc.) improve adhesion and alter viscosity. Resins associating to
2968-414: A trademark from the late 1870s, with great success. Pears' soap , Campbell's soup , Coca-Cola , Juicy Fruit chewing gum and Aunt Jemima pancake mix were also among the first products to be "branded" in an effort to increase the consumer's familiarity with the product's merits. Other brands which date from that era, such as Ben's Original rice and Kellogg's breakfast cereal, furnish illustrations of
3074-407: A trademark in the form of a 'White Rabbit", which signified good luck and was particularly relevant to women, who were the primary purchasers. Details in the image show a white rabbit crushing herbs, and text includes advice to shoppers to look for the stone white rabbit in front of the maker's shop. In ancient Rome , a commercial brand or inscription applied to objects offered for sale was known as
3180-509: A visual or verbal cue. For example, when looking to satisfy a category need such as a toilet paper, the customer would firstly be presented with multiple brands to choose from. Once the customer is visually or verbally faced with a brand, they may remember being introduced to it before. When given a cue, consumers able to retrieve the memory node associated with the brand exhibit brand recognition. Often, this form of brand awareness assists customers in choosing one brand over another when faced with
3286-464: A warning label. Labels may be used for any combination of identification, information, warning , instructions for use, environmental advice or advertising. They may be stickers, permanent or temporary labels or printed packaging. Permanent product identification by a label is commonplace; labels need to remain secure throughout the life of the product. For example, a VIN plate on an automobile must be resistant to heat, oils and tampering; similarly,
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3392-413: 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
3498-420: 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
3604-403: 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
3710-469: 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
3816-410: 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
3922-459: Is not uncommon; for example, Canadian researchers found that medicine labels did not consistently follow legibility guidelines. In some countries and industries, for example the UK (food) and EU (medicines) label guidelines are not legally binding (the latter using phrases such as "The type size should be as large as possible to aid readers..." ) and thus are unenforceable. On the other hand, countries may stipulate legal minima for readability, such as
4028-421: 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
4134-442: 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
4240-406: Is stronger than brand recognition, as the brand must be firmly cemented in the consumer's memory to enable unassisted remembrance. This gives the company huge advantage over its competitors because the customer is already willing to buy or at least know the company offering available in the market. Thus, brand recall is a confirmation that previous branding touchpoints have successfully fermented in
4346-412: Is the carrier which is commonly coated on one side with adhesive and printed on the other, and can be: The stock type will affect the types of ink that will print well on them. Corona-treating or flame-treating some plastics makes them more receptive to inks, coatings, and other substrates by reducing surface tension and improving the overall adhesion of the plastics. An alternative method of labelling
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4452-564: 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
4558-465: Is used in pressure-sensitive tapes , labels , glue dots , stickers , sticky note pads, automobile trim, and a wide variety of other products. As the name "pressure-sensitive" indicates, the degree of bond is influenced by the amount of pressure which is used to apply the adhesive to the surface. Surface factors such as smoothness, surface energy , removal of contaminants, etc. are also important to proper bonding. PSAs are usually designed to form
4664-562: Is very dominant in the label printing industry. Additionally, specialty inks such as metallic, UV ink, magnetic ink, and more are available. Ink is usually transparent however it can be made opaque. It has been known for certain companies to patent "their own" color. Digital labels use process colors to replicate Pantone solid colors. Collecting labels is a worldwide phenomenon, from labels used on matchboxes and foodstuffs (e.g., cheese ), wine , to printed packages. Collectors are attracted to labels both for their influence on artistic design and
4770-456: Is weaving the text directly into the fabric. Labels can be attached by: Pressure-sensitive adhesives for labels are commonly acrylic based adhesives, with a smaller volume made using solvent-coated rubber adhesives and hot-melt coated adhesives. The most common adhesive types are: Labels may be supplied separately or on a roll or sheet. Many labels are pre-printed by the manufacturer. Others have printing applied manually or automatically at
4876-784: The Qin dynasty (221-206 BCE); large numbers of seals survive from the Harappan civilization of the Indus Valley (3,300–1,300 BCE) where the local community depended heavily on trade; cylinder seals came into use in Ur in Mesopotamia in around 3,000 BCE, and facilitated the labelling of goods and property; and the use of maker's marks on pottery was commonplace in both ancient Greece and Rome. Identity marks, such as stamps on ceramics, were also used in ancient Egypt. Diana Twede has argued that
4982-618: The Scientific Advice Mechanism to the European Commission concluded that the effectiveness of food labelling related to health impacts was "low to moderate" according to available evidence, and that "shaping the information environment through labelling is necessary but not sufficient to advance healthy and sustainable diets". The approach of labels can involve a trade-off between financial considerations and higher cost requirements in effort or time for
5088-481: 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
5194-484: 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
5300-400: 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,
5406-518: 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),
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#17327723484015512-606: 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
5618-534: 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
5724-447: The USA's FDA on nutritional information and Australia/New Zealand's code for food labels and packs. Labels of sustainability standards and certification such as organic food and energy efficiency class labels are often intended to confirm compliance with relevant social and environmental considerations, enabling consumers and other purchasers to make more ethical decisions in terms of
5830-553: The adherend are in proximity, there are also molecular interactions such as van der Waals forces involved in the bond, which contribute significantly to the ultimate bond strength. PSAs exhibit viscoelastic ( viscous and elastic ) properties, both of which are used for proper bonding. In contrast with structural adhesives, whose strength is evaluated as lap shear strength, pressure-sensitive adhesives are characterized by their shear and peel resistance as well as their initial tack. These properties are dependent, among other things, on
5936-413: The adhesive (radiation cured PSA); or they may be high-viscosity materials that are heated to reduce viscosity enough to allow coating, and then cooled to their final form ( hot melt PSA , HMPSA). PSAs are usually based on an elastomer compounded with a suitable tackifier (e.g., a rosin ester ). The elastomers can be based on acrylics , which can have sufficient tack on their own and do not require
6042-476: 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
6148-524: 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
6254-427: 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
6360-401: 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
6466-412: 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,
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#17327723484016572-413: 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
6678-425: 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
6784-400: 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
6890-509: 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,
6996-455: 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
7102-542: The central elastic parts acting as cross-links; SBCs do not require additional cross-linking. Styrene- butadiene -styrene (SBS) is used in high-strength PSA applications, styrene-ethylene/ butylene -styrene (SEBS) in low self-adhering non-woven applications, and styrene-ethylene/propylene (SEP) and styrene- isoprene -styrene (SIS) are used in low-viscosity high-tack PSA applications. The properties of pressure sensitive adhesives can be strongly affected by temperature. The tack or ‘’quick stick’’ characteristics are critical for
7208-501: 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
7314-428: The contents of the stuffing. Textiles containing pesticides as an ingredient may also require government approval and compulsory labeling. In the USA, for example, labels have to state the pesticide registration number, statement of ingredients, storage and disposal information, and the following statement: "It is a violation of Federal Law to use this product in a manner inconsistent with its labeling”. A label including
7420-481: The corners. Pressure-sensitive adhesives are designed for either permanent or removable applications. Examples of permanent applications include safety labels for power equipment, foil tape for HVAC duct work, automotive interior trim assembly, and sound/vibration damping films. Some high performance permanent PSAs exhibit high adhesion values and can support kilograms of weight per square centimeter of contact area, even at elevated temperature. These build adhesion to
7526-516: 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
7632-607: The environmental impact of products . Labels such as the European Eco-label and those issued by sustainability standards organisations may be used by businesses and public bodies to confirm compliance. Public procurement regulations in the European Union and the United Kingdom require that label requirements only include those which are "linked to the subject-matter of the contract". In June 2023 ,
7738-414: The extended identity. The core identity reflects consistent long-term associations with the brand; whereas the extended identity involves the intricate details of the brand that help generate a constant motif. According to Kotler et al. (2009), a brand's identity may deliver four levels of meaning: A brand's attributes are a set of labels with which the corporation wishes to be associated. For example,
7844-426: The first registered trademark issued by the British government. Guinness World Records recognizes Tate & Lyle (of Lyle's Golden Syrup ) as Britain's, and the world's, oldest branding and packaging, with its green-and-gold packaging having remained almost unchanged since 1885. Twinings tea has used the same logo – capitalized font beneath a lion crest – since 1787, making it
7950-530: The formulation, coating thickness, rub-down and temperature. " Permanent " pressure-sensitive adhesives are initially pressure-sensitive and removable (for example to recover mislabeled goods) but after hours or days change their properties, by becoming less or not viscous, or by increasing the bond strength, so that the bond becomes permanent. The adhesive bonding of a tape or label can be affected by its shape. Tapes with pointed corners start to detach at those corners; adhesive strength can be improved by rounding
8056-642: 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
8162-536: The history of retailing. Brand name 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 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
8268-436: 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
8374-403: The initial bonding to the intended substrate; cool temperatures can make a PSA too firm, losing its tack. Once applied, temperature affects the performance on its intended use: Heat can soften an adhesive, reducing its shear holding ability. Cold temperatures can also contribute to premature release. Most PSA and tape test methods are conducted at 23 (°C) and 50% relative humidity but it
8480-458: The item should be washed (e.g., machine washed vs. dry cleaning ), whether bleach can be used. Textile labels may be woven into the garment or attached, and can be heat resistant (so survivable in hot-air dryers and when pressed), colorfast (so does not bleed onto the garment), washable, leather or PVC/Plastic. Printed labels are an alternative to woven labels. Some upholstered furniture and mattresses have labels that are required by law, describing
8586-430: 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
8692-419: 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
8798-473: 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
8904-540: 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
9010-563: The material content of the item, instructions for disassembly or recycling directions. An eco-label is used on consumer products (including foods) to identify products that may be less damaging to the environment and/or humans than other related products, such as sustainable seafood encouraged by Friend of the Sea . Ink and base stock color choices commonly conform to the Pantone Matching System (PMS) colors. The Pantone system
9116-404: The midblocks (aliphatic olefins, rosin esters, polyterpenes, terpene phenolics) improve adhesion, processing and pressure-sensitive properties. Addition of plasticizers reduces cost, improves pressure-sensitive tack, decrease melt viscosity, decrease hardness, and improves low-temperature flexibility. The A-B-A structure promotes a phase separation of the polymer, binding together the endblocks, with
9222-400: 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
9328-569: 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
9434-433: 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
9540-579: 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
9646-564: 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
9752-421: 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
9858-494: The package. These may carry pricing, barcodes, UPC identification, usage guidance, addresses, advertising, recipes, and so on. They also may be used to help resist or indicate tampering or pilferage. In industrial or military environments, asset labeling is used to clearly identify assets for maintenance and operational purposes. Such labels are frequently made of engraved Traffolyte or a similar material. They are usually tamper-evident, permanent or frangible and usually contain
9964-657: 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
10070-473: 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
10176-518: 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
10282-415: The product, the consumer lifestyle, and the endorser is important for the effectiveness of brand communication. Pressure-sensitive adhesive Pressure-sensitive adhesive ( PSA , self-adhesive , self-stick adhesive ) is a type of nonreactive adhesive which forms a bond when pressure is applied to bond the adhesive with a surface. No solvent, water, or heat is needed to activate the adhesive. It
10388-405: The product-selection from the many available options. Labels may affect the environment during manufacture, use, and post-use. Choice of backings, coatings, adhesives and liners can be strong factors. Environmental regulations and guidelines can come from many sources. Users of labels on packaging may consider some of the sustainable packaging guidelines. Based on the solid waste hierarchy ,
10494-414: The quantity and size of labels should be minimized without reducing the necessary functionality. The material content of a label should comply with applicable regulations. Life cycle assessments of the item being labeled and of the label itself are useful to identify and improve possible environmental effects. For example, reuse or recycling are sometimes aided by a label being removable from a surface. If
10600-414: The substrate that it is adhered to. Pulling at a slow rate and with a low angle of peel helps reduce surface damage. PSA residue can be softened with certain organic solvents or heat. Extreme cold ( dry ice , freeze spray , etc.) can cause viscoelastic materials to change to a glass phase; thus it is useful for removing many types of PSAs. Pressure-sensitive adhesives are manufactured with either
10706-550: 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
10812-962: The time of application. Specialized high-speed label printer applicators may be used to apply labels to packages; these and other methods may be subject to recognized standards. Some labels have protective overcoats, laminates, or tape to cover them after the final print is applied. This is sometimes before application and sometimes after. Labels are often difficult to peel and apply. A label dispenser can speed up this task. Aspects such as legibility, literacy and interpretation come into play for users of labels, and label writers therefore need some degree of professional writing skill. Depending upon country or region, international standards may be applied. Where literacy may be an issue, pictograms may feature alongside text, such as those advanced by CropLife International in their Responsible Use manual. Labels or printed packaging may include Braille to aid users with visual impairment . Criticism of label readability
10918-476: 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
11024-400: 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
11130-417: 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
11236-435: 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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