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143-563: Lipton is a brand named after its founder, Sir Thomas Lipton who started an eponymous grocery retail business in the United Kingdom in 1871. The brand was used for various consumer goods sold in Lipton stores, including tea from 1890 for which the brand is now best known. The Lipton brand today is owned by LIPTON Teas and Infusions after CVC Capital Partners acquired the business from Unilever in 2022. Unilever retained use of

286-594: A neutral country and renounce its aspirations to join NATO. Zelenskyy replied that Putin could not be trusted to abide by such a settlement. Ukraine had been a neutral country in 2014 when Russia occupied Crimea and invaded the Donbas . On 19 February, Zelenskyy made a speech at the Munich Security Conference , calling for Western powers to drop their policy of " appeasement " towards Moscow and give

429-508: A new Novorossiya . Putin referred to the Kosovo independence precedent and NATO bombing of Yugoslavia as a justification for the annexation of Crimea and the war in Donbas, while historians note the similarities with Nazi Germany's Anschluss of Austria . Because of Russia's occupation of Crimea and its invasion of the Donbas , Ukraine's parliament voted in December 2014 to remove

572-861: A sphere of influence to try to control their neighbours". NATO underlined that it is a defensive alliance , and that it had co-operated with Russia until the latter annexed Crimea. It offered to improve communication with Russia, and to negotiate limits on missile placements and military exercises , provided Russia withdrew its troops from Ukraine's borders, but Russia did not do so. Western leaders vowed that heavy sanctions would be imposed should Putin choose to invade rather than to negotiate. French President Emmanuel Macron and German Chancellor Olaf Scholz met Putin in February 2022 to dissuade him from an invasion. According to Scholz, Putin told him that Ukraine should not be an independent state. Scholz told Ukrainian President Volodymyr Zelenskyy to declare Ukraine

715-439: 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

858-469: 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

1001-724: A European country and the first full-scale war in Europe since the Second World War. Russia launched a simultaneous ground and air attack. Russian missiles struck targets throughout Ukraine, and Russian troops invaded from the north, east, and south. Russia did not officially declare war. It was Russia's largest combined arms operation since the Soviet Union 's Battle of Berlin in 1945. Fighting began in Luhansk Oblast at 3:40 a.m. Kyiv time near Milove on

1144-636: 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

1287-400: 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

1430-403: 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

1573-463: 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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1716-478: 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

1859-518: 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

2002-412: 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

2145-417: 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

2288-485: A clear time-frame for when Ukraine could join NATO. As political analysts Taras Kuzio and Vladimir Socor agree, "when Russia made its decision to invade Ukraine, that country was more remote than ever not only from NATO membership but from any track that might lead to membership". On 21 February, Putin announced that Russia recognized the Russian-controlled territories of Ukraine as independent states:

2431-1021: 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

2574-472: 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

2717-460: A distorted view of Ukraine, as well as of its own history, and that these distortions were propagated through the state. In December 2021, Russia issued an ultimatum to the West , which included demands that NATO end all activity in its Eastern European member states and ban Ukraine or any former Soviet state from ever joining the alliance. Russia's government said NATO was a threat and warned of

2860-414: A freeze-dried instant tea powder, Pure Leaf is brewed in liquid. The brand is sold in square bottles made of recyclable PET plastic. Lipton ran an advertisement campaign promoting French onion dip prepared at home using Lipton's French onion soup mix, thus helping to popularize chips and dip . Hundreds of new commercially produced varieties of dips were later introduced in the U.S. In 1914, Lipton's tea

3003-462: 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

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3146-524: A ground invasion were launched on a northern front from Belarus towards the capital Kyiv , a southern front from Crimea , and an eastern front from the Donbas and towards Kharkiv . Ukraine enacted martial law , ordered a general mobilization and severed diplomatic relations with Russia . Russian troops retreated from the north and the outskirts of Kyiv by April 2022, after encountering stiff resistance and logistical challenges. The Bucha massacre

3289-507: 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

3432-535: A major escalation of the Russo-Ukrainian War , which started in 2014. The invasion, the largest and deadliest conflict in Europe since World War II , has caused hundreds of thousands of military casualties and tens of thousands of Ukrainian civilian casualties . As of 2024, Russian troops occupy about 20% of Ukraine . From a population of 41 million, about 8 million Ukrainians had been internally displaced and more than 8.2 million had fled

3575-632: A measure to prevent friendly fire . Immediately after the invasion began, Zelenskyy declared martial law in Ukraine in a first video speech. The same evening, he ordered a general mobilisation of all Ukrainian males between 18 and 60 years old, prohibiting them from leaving the country. Wagner Group mercenaries and Kadyrovites contracted by the Kremlin reportedly made several attempts to assassinate Zelenskyy , including an operation involving several hundred mercenaries meant to infiltrate Kyiv with

3718-821: A military response if it followed an "aggressive line". Some of the demands had already been ruled out by NATO. A senior US official said the US was willing to discuss the proposals, but added that there were some "that the Russians know are unacceptable". Eastern European states willingly joined NATO for security reasons, and the last time a country bordering Russia had joined was in 2004. Ukraine had not yet applied, and some members were wary of letting it join. Barring Ukraine would go against NATO's " open door " policy, and against treaties agreed to by Russia itself. NATO Secretary General Jens Stoltenberg replied that "Russia has no say" on whether Ukraine joins, and "has no right to establish

3861-795: A missile strike against Kyiv on 6 June after not directly attacking the city for several weeks. On 10 June 2022, deputy head of the SBU Vadym Skibitsky stated that during the Severodonetsk campaign, the frontlines were where the future of the invasion would be decided: "This is an artillery war now, and we are losing in terms of artillery. Everything now depends on what [the west] gives us. Ukraine has one artillery piece to 10 to 15 Russian artillery pieces. Our western partners have given us about 10% of what they have." On 29 June, Reuters reported that US Intelligence Director Avril Haines, in an update of past US intelligence assessments on

4004-564: A probative spearhead on 24 February, from Belarus south along the west bank of the Dnipro River . The apparent intent was to encircle the city from the west, supported by two separate axes of attack from Russia along the east bank of the Dnipro: the western at Chernihiv , and from the east at Sumy . These were likely intended to encircle Kyiv from the northeast and east. Russia tried to seize Kyiv quickly, with Spetsnaz infiltrating into

4147-716: A quick victory in Kyiv, Russian forces switched their strategy to indiscriminate bombing and siege warfare. On 25 March, a Ukrainian counter-offensive retook several towns to the east and west of Kyiv, including Makariv . Russian troops in the Bucha area retreated north at the end of March. Ukrainian forces entered the city on 1 April. Ukraine said it had recaptured the entire region around Kyiv, including Irpin, Bucha, and Hostomel, and uncovered evidence of war crimes in Bucha . On 6 April, NATO secretary-general Jens Stoltenberg said that

4290-399: 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

4433-498: A reconstruction conference in Switzerland that Ukraine needs $ 750bn for a recovery plan and Russian oligarchs should contribute to the cost. The invasion began on 24 February, launched out of Belarus to target Kyiv, and from the northeast against the city of Kharkiv. The southeastern front was conducted as two separate spearheads, from Crimea and the southeast against Luhansk and Donetsk. Russian efforts to capture Kyiv included

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4576-461: A similar landing at Vasylkiv , near Vasylkiv Air Base , on 26 February. By early March, Russian advances along the west side of the Dnipro were limited by Ukrainian defences. As of 5 March, a large Russian convoy , reportedly 64 kilometres (40 mi) long, had made little progress toward Kyiv. The London-based think tank Royal United Services Institute (RUSI) assessed Russian advances from

4719-558: A supermarket chain focused on small towns. Allied was acquired by Argyll Foods in 1982; the supermarket business was rebranded as Presto during the 1980s. Shortly after opening his shop Thomas Lipton began travelling the world for new items to stock. One such item was tea, a rare and expensive luxury at the time. Sales had doubled from £40 million in the late 1870s to £80 million by the mid-1880s. In 1890 Lipton purchased tea gardens in Ceylon , now Sri Lanka , from where he packaged and sold

4862-816: A terrorist state. Protests occurred around the world, with anti-war protesters in Russia being met by mass arrests and greater media censorship . The Russian attacks on civilians have led to allegations of genocide . War-related disruption to Ukrainian agriculture and shipping contributed to a world food crisis , while war-related environmental damage has been described as ecocide . The International Criminal Court (ICC) opened an investigation into crimes against humanity , war crimes , abduction of Ukrainian children , and genocide against Ukrainians. The ICC issued six arrest warrants: for Putin and Maria Lvova-Belova , and for military officials Sergey Kobylash , Viktor Sokolov , Sergei Shoigu and Valery Gerasimov . After

5005-580: A threepenny stamp, Lipton would send out a quarter-pound pack of tea. In an attempt to change the negative perception of iced tea in the United Kingdom ;– as 60% claimed they did not like the taste before even trying it – the Unilever PepsiCo joint venture carried out a London -based summer marketing campaign in 2010 under the slogan "Don't knock it 'til you’ve tried it!"; roaming demonstrators handed out 498,968 samples over

5148-414: 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

5291-407: 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

5434-509: 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

5577-652: A western area of operations toward Mariupol was opened by the Southern Military District , including the 58th , 49th , and 8th Combined Arms Army , the latter also commanding the 1st and 2nd Army Corps of the Russian separatist forces in Donbas . By 7 April, Russian troops deployed to the northern front by the Russian Eastern Military District pulled back from the Kyiv offensive, reportedly to resupply and redeploy to

5720-602: Is a blend of several types of tea, sold both in tea bags and as loose tea, rolled into small leaves like gunpowder green tea . A range of specially formulated teas that infuse in cold water. Also variously described as “cold brew” or “real iced tea” . Lipton Iced Tea or Lipton Ice Tea a ready to drink tea brand made and distributed by the joint ventures between Unilever and PepsiCo. It is typically sold in five flavours, lemon, peach, mint & lime, mango, and raspberry. Citrus, watermelon, and mixed berry flavours are also available in some regions. Brisk , formerly Lipton Brisk,

5863-413: 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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6006-420: 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

6149-403: 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

6292-622: Is a high observation point in the hills of Poonagala, Bandarawela , Sri Lanka , near Thomas Lipton's first tea plantation, the Dambatenne Tea Factory. It is reached by climbing for around 8 km, surrounded by peaceful green tea plantations and an occasional colourful tea plucker. From Lipton's Seat the Uva , Sabaragamuywa and Central province spread out from before one's feet in a display rivalling that of another famed Sri Lankan observation point, World's End, Sri Lanka within

6435-433: 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 the practice of branding livestock to deter theft. Images of

6578-469: 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

6721-611: Is a ready to drink iced tea brand made and distributed primarily in North America by the joint venture between Unilever and PepsiCo. It differs from other iced tea brands in that phosphoric acid is added to the blend, giving the beverage a distinctive sharp flavour. Pure Leaf is an iced tea brand distributed primarily in The Americas by the PepsiCo-Lipton joint venture. Unlike Lipton Iced Tea and Brisk, which use

6864-410: 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

7007-440: 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 a high level of brand equity. Brand owners manage their brands carefully to create shareholder value . Brand valuation

7150-614: Is committing severe human rights violations in occupied Ukraine. The invasion was met with widespread international condemnation . The United Nations General Assembly passed a resolution condemning the invasion and demanding a full Russian withdrawal. The International Court of Justice ordered Russia to halt military operations, and the Council of Europe expelled Russia. Many countries imposed sanctions on Russia and its ally Belarus, and provided humanitarian and military aid to Ukraine. The Baltic states and Poland declared Russia

7293-402: Is nowadays used for three types of consumer goods: tea (tea bags, loose tea, tea concentrates and tea powders), ready to drink tea (bottles and cans), and soup mixes. Lipton Yellow Label tea has been sold since 1890, when Sir Thomas Lipton introduced the first version of the yellow pack with a red Lipton shield that is still in use today. It is sold in 150 countries worldwide. Lipton Yellow Label

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7436-442: 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

7579-406: 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

7722-564: 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

7865-687: The 29th , 35th , and 36th Combined Arms Armies . A second axis, deployed towards eastern Kyiv from Russia by the Central Military District (northeastern front), comprised the 41st Combined Arms Army and the 2nd Guards Combined Arms Army . A third axis was deployed towards Kharkiv by the Western Military District (eastern front), with the 1st Guards Tank Army and 20th Combined Arms Army . A fourth, southern front originating in occupied Crimea and Russia's Rostov oblast with an eastern axis towards Odesa and

8008-648: The Charter for European Security , affirming the right of each state "to choose or change its security arrangements" and to join alliances. In 2002, Putin said that Ukraine's relations with NATO were "a matter for those two partners". Russian forces invaded Georgia in August 2008 and took control of the breakaway regions of Abkhazia and South Ossetia , demonstrating Russia's willingness to use military force to attain its political objectives. The United States "was accused of appeasement and naivete" in their reaction to

8151-582: The Horton Plains National Park in the Nuwara Eliya District . Brand The practice of branding—in the original literal sense of marking by burning—is thought to have begun with the ancient Egyptians , who are known to have engaged in livestock branding and branded slaves as early as 2,700 BCE. Branding was used to differentiate one person's cattle from another's by means of a distinctive symbol burned into

8294-784: 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

8437-714: The Russian Defence Ministry stated that the first stage of the "military operation" in Ukraine was "generally complete", that the Ukrainian military forces had suffered serious losses, and the Russian military would now concentrate on the "liberation of Donbas ." The "first stage" of the invasion was conducted on four fronts, including one towards western Kyiv from Belarus by the Russian Eastern Military District , comprising

8580-863: The dissolution of the Soviet Union in December 1991, the newly independent states of the Russian Federation and Ukraine maintained cordial relations. In return for security guarantees, Ukraine signed the Nuclear Non-Proliferation Treaty in 1994, agreeing to dismantle the nuclear weapons the former USSR had left in Ukraine. At that time, Russia, the UK, and the USA agreed in the Budapest Memorandum to uphold Ukraine's territorial integrity. In 1999, Russia signed

8723-710: The neutrality clause from the Constitution and to seek Ukraine's membership in NATO . However, it was impossible for Ukraine to join NATO at the time, as any applicant country must have no "unresolved external territorial disputes". In 2016, President of the European Commission , Jean-Claude Juncker , said that it would take 20–25 years for Ukraine to join the EU and NATO. The Minsk agreements , signed in September 2014 and February 2015, aimed to resolve

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8866-481: 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

9009-484: 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

9152-400: 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,

9295-441: The 1880s the business had grown to more than 200 shops. In 1929, the Lipton grocery retail business was one of the companies that merged with Home and Colonial Stores , Maypole Dairy Company, Vyes & Boroughs, Templetons and Galbraiths & Pearks to form a food group with more than 3,000 shops. The group traded in the high street under various names, but was registered on the UK stock market as Allied Suppliers. Lipton's became

9438-518: 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),

9581-406: The 21st century, extends even further into services (such as legal , financial and medical ), political parties and people 's stage names. In the modern era, the concept of branding has expanded to include deployment by a manager of the marketing and communication techniques and tools that help to distinguish a company or products from competitors, aiming to create a lasting impression in

9724-524: The 58-day run. After the campaign, 87% of consumers claimed to enjoy Lipton Ice Tea, while 73% said they were more likely to purchase in the future. A similar campaign, with slogan "Let's Go!", was carried out in summer 2017. Lipton also made commercials starring The Muppets for the 2014 The Walt Disney Company film Muppets Most Wanted . During the 2008 Chinese milk scandal , Unilever recalled its Lipton milk tea powder in Hong Kong and Macau, after

9867-606: 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

10010-693: The Crimean Parliament . Russia annexed Crimea in March 2014, after a widely disputed referendum held under occupation. Pro-Russian unrest immediately followed in the Ukrainian cities of Donetsk and Luhansk . The war in Donbas began in April 2014 when armed Russian-backed separatists seized Ukrainian government buildings and proclaimed the independent Donetsk People's Republic and Luhansk People's Republic . Russian troops were directly involved in these conflicts. The annexation of Crimea and

10153-796: The Donbas region in an effort to reinforce the renewed invasion of southeastern Ukraine. The northeastern front, including the Central Military District, was similarly withdrawn for resupply and redeployment to southeastern Ukraine. On 26 April, delegates from the US and 40 allied nations met at Ramstein Air Base in Germany to discuss the formation of a coalition that would provide economic support in addition to military supplies and refitting to Ukraine. Following Putin's Victory Day speech in early May, US Director of National Intelligence Avril Haines said no short term resolution to

10296-558: The Donetsk People's Republic and Luhansk People's Republic. The following day, Russia announced that it was sending troops into these territories as "peacekeepers", and the Federation Council of Russia authorised the use of military force abroad. Before 5 a.m. Kyiv time on 24 February, Putin, in another speech , announced a " special military operation ", which effectively declared war on Ukraine. Putin said

10439-730: The Historical Unity of Russians and Ukrainians ", in which he called Ukraine "historically Russian lands" and claimed there is "no historical basis" for the "idea of Ukrainian people as a nation separate from the Russians". Days before the invasion, Putin claimed that Ukraine never had "real statehood" and that modern Ukraine was a mistake created by the Russian Bolsheviks . American historian Timothy Snyder described Putin's ideas as Russian imperialism . British journalist Edward Lucas described it as historical revisionism. Other observers found that Russia's leadership held

10582-574: The Lipton brand for tea in India , Nepal , and Indonesia as well as for ready to drink beverages globally, such as Lipton Ice Tea, which are sold by a joint venture between Unilever and PepsiCo , and not associated with LIPTON Teas and Infusions. Unilever continues to produce instant soup mixes under the Lipton name in North America, which is also not associated with LIPTON Teas and Infusions. In 1871, Thomas Lipton (1848–1931) of Glasgow , Scotland , used his small savings to open his own shop, and by

10725-534: 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

10868-401: The Russian "retraction, resupply, and redeployment" of their troops from the Kyiv area should be interpreted as an expansion of Putin's plans for Ukraine, by redeploying and concentrating his forces on eastern Ukraine. Kyiv was generally left free from attack apart from isolated missile strikes. One did occur while UN Secretary-General António Guterres was visiting Kyiv on 28 April to discuss

11011-411: The Russian invasion", was not entirely sure of the comment's accuracy. Reporter Glenn Kessler said it came from "a single source, but on the surface it appears to be a good one." Russian forces advancing on Kyiv from Belarus gained control of the ghost town of Chernobyl . Russian Airborne Forces attempted to seize two key airfields near Kyiv, launching an airborne assault on Antonov Airport , and

11154-442: The Russian invasion, said that US intelligence agencies agree that the invasion will continue "for an extended period of time ... In short, the picture remains pretty grim and Russia's attitude toward the West is hardening." On 5 July, BBC reported that extensive destruction by the Russian invasion would cause immense financial damage to Ukraine's reconstruction economy, with Ukrainian Prime Minister Denys Shmyhal telling nations at

11297-720: The Russian market and stop the production and sale of Lipton tea. Available in over 150 countries, Lipton tea is particularly popular in Europe, North America, Africa and the Middle East, parts of Asia and Australasia (Australia and New Zealand) as well as Latin America, and the Caribbean. Despite its British origins, Lipton tea (such as Lipton Yellow Label) is not marketed in the United Kingdom, where brand owner LIPTON Teas and Infusions sells PG Tips . Lipton Ice Tea, from

11440-472: The Unilever PepsiCo joint venture is available in the United Kingdom. Lipton tea blends are selected from many different plantations around the world, from well-known producing countries, including Sri Lanka , India, Kenya, and China. Apart from the usual black leaf tea, the brand offers many other varieties, including green leaf teas, flavoured black teas, herbal teas , and milk tea in various Asian markets. The Lipton Tea Innovation & Technology Academy

11583-550: The agreement, choosing closer ties to the Russian-led Eurasian Economic Union instead. This coerced withdrawal triggered a wave of protests known as Euromaidan , culminating in the Revolution of Dignity in February 2014. Yanukovych fled and was removed from power by parliament, ending up in Russia. Russian soldiers with no insignia occupied the Ukrainian territory of Crimea, and seized

11726-452: The aim of killing the Ukrainian president. The Ukrainian government said anti-war officials within Russia's FSB shared the plans with them. Zelenskyy appeared defiant in his first and following video message , showing in another on 25 February, that he and his cabinet is still in Kiyv. On 26 February NATO met and its countries pledged military aid for Ukraine and on 27 February Germany called

11869-500: The animal's skin with a hot branding iron . If a person stole any of the cattle, anyone else who saw the symbol could deduce the actual owner. The term has been extended to mean a strategic personality for a product or company, so that "brand" now suggests the values and promises that a consumer may perceive and buy into. Over time, 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

12012-476: 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

12155-524: 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

12298-427: 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

12441-421: The border with Russia. The main infantry and tank attacks were launched in four spearheads, creating a northern front launched towards Kyiv from Belarus, a southern front from Crimea, a southeastern front from Russian-controlled Donbas, and an eastern front from Russia towards Kharkiv and Sumy . Russian vehicles were subsequently marked with a white Z military symbol (a non- Cyrillic letter ), believed to be

12584-401: 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

12727-412: 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,

12870-413: 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

13013-425: 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

13156-400: 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

13299-509: 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,

13442-455: 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

13585-594: 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

13728-474: The city supported by airborne operations and a rapid mechanised advance from the north, but failed. The United States contacted Zelenskyy and offered to help him flee the country, lest the Russian Army attempt to kidnap or kill him on seizing Kyiv; Zelenskyy responded that "The fight is here; I need ammunition, not a ride." The Washington Post , which described the quote as "one of the most-cited lines of

13871-576: The company's internal checks found traces of melamine in the powder. In November 2011, the General Administration of Quality Supervision, Inspection and Quarantine of China found high levels of pesticides such as bifenthrin in one variety of Lipton tea. Unilever responded by clearing the shelves of all affected products. In April 2012, Greenpeace raised further questions about Lipton products in China, after two varieties of Lipton tea

14014-440: The conflict, but ceasefires and further negotiations repeatedly failed. There was a large Russian military build-up near the Ukraine border in March and April 2021, and again in both Russia and Belarus from October 2021 onward. Members of the Russian government, including Putin, repeatedly denied having plans to invade or attack Ukraine, with denials being issued up to the day before the invasion. The decision to invade Ukraine

14157-501: 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

14300-467: The country by April 2023, creating Europe's largest refugee crisis since World War II. In late 2021, Russia massed troops near Ukraine's borders and issued demands including a ban on Ukraine ever joining the NATO military alliance. After repeatedly denying having plans to attack Ukraine, on 24 February 2022, Russian president Vladimir Putin announced a " special military operation ", saying that it

14443-516: 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

14586-414: 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,

14729-486: The first Lipton tea. He arranged packaging and shipping at low cost, and sold his tea in packets by the pound (454g), half-pound (227g), and quarter-pound (113g), with the advertising slogan: "Direct from the tea gardens to the teapot." Lipton teas were an immediate success in the United States. The Lipton tea business was acquired by consumer goods company Unilever in a number of separate transactions, starting with

14872-426: 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

15015-502: The first to be certified. Lipton tea bearing the Rainforest Alliance seal appeared on Western European markets in 2008 and started appearing in North America in 2009. On 6 May 2009, Lipton received a Corporate Green Globe Award for its work with the Rainforest Alliance. In 2011, PETA criticized Unilever for conducting and funding experiments on rabbits, pigs and other animals in an attempt to make human health claims about

15158-642: 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

15301-590: The group purchased in Beijing supermarkets failed safety tests, with the results allegedly failing to meet the regulations enforced in the European Union. The group also stated, "Some of the detected pesticides are also banned for use in tea production by the Chinese Ministry of Agriculture." Unilever China denied the findings, stating all Lipton products within the country were safe. Lipton's Seat

15444-432: The illegal annexation of four partly-occupied provinces . In November, Ukraine liberated Kherson . In June 2023, Ukraine launched another counteroffensive in the southeast, but made few gains. After small but steady Russian advances in the east in the first half of 2024, Ukraine launched a cross-border offensive into Russia's Kursk Oblast in August of that year. The United Nations Human Rights Office reports that Russia

15587-436: 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

15730-534: The invasion a historic watershed. That day in the evening Putin put Russia's nuclear deterrence into alert. The Russian invasion was unexpectedly met by fierce Ukrainian resistance. In Kyiv, Russia failed to take the city and was repulsed in the battles of Irpin , Hostomel , and Bucha . The Russians tried to encircle the capital, but its defenders under Oleksandr Syrskyi held their ground, effectively using Western Javelin anti-tank missiles and Stinger anti-aircraft missiles to thin Russian supply lines and stall

15873-840: The invasion should be expected. Ukraine's reliance on Western-supplied equipment constrained operational effectiveness, as supplying countries feared that Ukraine would use Western-made matériel to strike targets in Russia. Military experts disagreed on the future of the conflict; some suggested that Ukraine should trade territory for peace, while others believed that Ukraine could maintain its resistance due to Russian losses. By 30 May, disparities between Russian and Ukrainian artillery were apparent, with Ukrainian artillery being vastly outgunned, in terms of both range and number. In response to US President Joe Biden 's indication that enhanced artillery would be provided to Ukraine, Putin said that Russia would expand its invasion front to include new cities in Ukraine. In apparent retribution, Putin ordered

16016-494: The invasion. In 2013, Ukraine's parliament overwhelmingly approved finalising an association agreement with the European Union (EU). Russia had put pressure on Ukraine to reject it. Kremlin adviser Sergei Glazyev warned in September 2013 that if Ukraine signed the EU agreement, Russia would no longer acknowledge Ukraine's borders. In November, Ukrainian president Viktor Yanukovych suddenly withdrew from signing

16159-430: 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

16302-419: 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

16445-540: The majority of its tea business to private equity firm CVC Capital Partners for €4.5 billion. This included the Lipton brand except where Unilever retained its use for tea in India, Nepal, and Indonesia, for ready to drink teas globally, and for soup mixes in North America. The sale was completed in July 2022, with the new company named ‘LIPTON Teas and Infusions’. Due to the Russian invasion of Ukraine , LIPTON Teas and Infusions decided in August 2022 to completely withdraw from

16588-473: 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

16731-540: 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

16874-418: 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 is often little to differentiate between several types of products in the 21st century, hence branding

17017-400: 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

17160-433: 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

17303-579: 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

17446-564: 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

17589-441: The north and east as "stalled." Advances from Chernihiv largely halted as a siege began there . Russian forces continued to advance on Kyiv from the northwest, capturing Bucha , Hostomel and Vorzel by 5 March, though Irpin remained contested as of 9 March. By 11 March, the lengthy convoy had largely dispersed and taken cover. On 16 March, Ukrainian forces began a counter-offensive to repel Russian forces. Unable to achieve

17732-641: The offensive. On the southern front, Russian forces had captured the regional capital of Kherson by 2 March. A column of Russian tanks and armoured vehicles was ambushed on 9 March in Brovary and sustained heavy losses that forced them to retreat. The Russian army adopted siege tactics on the western front around the key cities of Chernihiv, Sumy and Kharkiv, but failed to capture them due to stiff resistance and logistical setbacks. In Mykolaiv Oblast , Russian forces advanced as far as Voznesensk , but were repelled and pushed back south of Mykolaiv. On 25 March,

17875-406: The operation was to "protect the people" of the Russian-controlled breakaway republics. He falsely claimed that they had "been facing humiliation and genocide perpetrated by the Kyiv regime." Putin said that Russia was being threatened: he falsely claimed that Ukrainian government officials were neo-Nazis under Western control, that Ukraine was developing nuclear weapons, and that a hostile NATO

18018-473: 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

18161-518: 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

18304-672: The product, the consumer lifestyle, and the endorser is important for the effectiveness of brand communication. Russian invasion of Ukraine Eastern Ukraine campaign Southern Ukraine campaign Other regions Naval operations Spillover & related incidents Eastern Ukraine campaign Southern Ukraine campaign Other regions Spillover & related incidents Eastern Ukraine campaign Southern Ukraine campaign Other regions Naval operations Spillover & related incidents Post-Minsk II conflict Attacks on civilians Related On 24 February 2022, Russia invaded Ukraine in

18447-560: The purchase of the United States and Canadian Lipton business in 1938 and completed in 1972 when Unilever bought the remainder of the global Lipton business from Allied Suppliers . In 1991, Unilever created a joint venture with PepsiCo, the Pepsi Lipton Tea Partnership (PLTP), for the marketing of ready to drink teas in North America. This was followed in 2003 by a second joint venture, Pepsi Lipton International (PLI), covering many non-North American markets. PLI

18590-407: The survivors of the siege of Mariupol with Zelenskyy. One person was killed and several were injured in the attack. Russian forces advanced into Chernihiv Oblast on 24 February, besieging its administrative capital within four days of fighting . On 25 February Ukrainian forces lost control over Konotop . As street fighting took place in the city of Sumy , just 35 kilometres (22 mi) from

18733-480: The tea's ingredients. According to the animal rights organization, Unilever decided to end the practice after receiving more than 40,000 appeals from PETA supporters and days before PETA made plans to launch its "Lipton CruelTEA" campaign. Unilever no longer tests their products on animals unless required to by governments as part of their regulatory requirements. Unilever reached an agreement in November 2021 to sell

18876-476: 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

19019-404: The war in Donbas sparked a wave of Russian nationalism . Analyst Vladimir Socor called Putin's 2014 speech following the annexation a "manifesto of Greater-Russia irredentism ". Putin began referring to " Novorossiya " (New Russia), a former Russian imperial territory that covered much of southern Ukraine. Russian-backed forces were influenced by Russian neo-imperialism and sought to create

19162-400: 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

19305-417: 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

19448-407: Was building up its forces and military infrastructure in Ukraine. He said Russia sought the "demilitarization and denazification" of Ukraine, and espoused views challenging the legitimacy of the Ukrainian state. Putin said he had no plans to occupy Ukraine. The invasion began within minutes of Putin's speech. The invasion began at dawn on 24 February. It was described as the biggest attack on

19591-676: Was expanded in September 2007 to include a number of large European and other markets. PepsiCo and Unilever each control 50 percent of the shares of these joint ventures. In May 2007, Unilever became the first company to commit to sourcing all tea in a sustainable manner. Working with the Rainforest Alliance , an international environmental NGO , Unilever, announced all Lipton Yellow Label tea bags sold in Western Europe would be certified by 2010 and all Lipton tea bags sold globally by 2015. Lipton's own tea estates were among

19734-629: Was launched by LIPTON Teas and Infusions together with the Government of Kenya and the University of Kabianga in February 2024 to offer training varying from vocational courses to advanced degrees in tea growing and harvesting. In May 2024, LIPTON Teas and Infusions announced an agreement to sell its tea estates in Kenya, Tanzania , and Rwanda to Browns Investments with the proceeds reinvested into East Africa ’s tea industry. The Lipton brand

19877-411: Was one of the sponsors for the first flight from Melbourne to Sydney by French aviator Maurice Guillaux , at the time the longest air mail and air freight flight in the world. Sponsor Lipton printed 250,000 copies of a letter Guillaux wrote saying "I found it the most delicious tea I have ever tasted....I found it very soothing to the nerves", and these could be had by sending Lipton a one-penny stamp. For

20020-519: Was reportedly made by Putin and a small group of war hawks or siloviki in Putin's inner circle, including national security adviser Nikolai Patrushev and defence minister Sergei Shoigu . Reports of an alleged leak of Russian Federal Security Service (FSB) documents by US intelligence sources said that the FSB had not been aware of Putin's plan to invade. In July 2021, Putin published an essay " On

20163-435: 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

20306-529: Was to support the Russian-backed breakaway republics of Donetsk and Luhansk , whose paramilitary forces had been fighting Ukraine in the Donbas conflict since 2014. Putin espoused irredentist and neo-imperialist views challenging Ukraine's legitimacy as a state, falsely claimed that Ukraine was governed by neo-Nazis persecuting the Russian minority , and said that Russia's goal was to "demilitarize and denazify" Ukraine. Russian air strikes and

20449-439: Was uncovered after their withdrawal. In the southeast, Russia launched an offensive in the Donbas and captured Mariupol after a destructive siege . Russia continued to bomb military and civilian targets far from the front, and struck the energy grid through the winter months. In late 2022, Ukraine launched successful counteroffensives in the south and east , liberating most of Kharkiv province . Soon after, Russia announced

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