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129-790: Westfield is a brand name for retail shopping centres originated by the Australian Westfield Group in 1960, and now shared between Scentre Group (for Westfield centres in Australia and New Zealand) and Unibail-Rodamco-Westfield (for Westfield centres in the European Union, the United Kingdom and the United States). Brand name The practice of branding—in the original literal sense of marking by burning—is thought to have begun with

258-668: A UNESCO effort tasked to conserve the site at Mohenjo-daro. Other international efforts at Mohenjo-daro and Harappa have included the German Aachen Research Project Mohenjo-daro , the Italian Mission to Mohenjo-daro , and the US Harappa Archaeological Research Project (HARP) founded by George F. Dales . Following a chance flash flood which exposed a portion of an archaeological site at

387-439: 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

516-469: 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

645-643: A "relatively uniform" material culture in terms of pottery styles, ornaments, and stamp seals with Indus script , leading into the transition to the Mature Harappan phase. According to Giosan et al. (2012), the slow southward migration of the monsoons across Asia initially allowed the Indus Valley villages to develop by taming the floods of the Indus and its tributaries. Flood-supported farming led to large agricultural surpluses, which in turn supported

774-636: 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

903-400: 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

1032-403: 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

1161-463: 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

1290-478: 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

1419-518: A broad range of goods. In 1266, makers' marks on bread became compulsory in England. The Italians used brands in the form of watermarks on paper in the 13th century. Blind stamps , hallmarks , and silver-makers' marks —all types of brand—became widely used across Europe during this period. Hallmarks, although known from the 4th-century, especially in Byzantium, only came into general use during

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1548-412: 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

1677-417: 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

1806-465: A continuity in cultural development but a change in population. According to Lukacs and Hemphill, while there is a strong continuity between the neolithic and chalcolithic (Copper Age) cultures of Mehrgarh, dental evidence shows that the chalcolithic population did not descend from the neolithic population of Mehrgarh, which "suggests moderate levels of gene flow." Mascarenhas et al. (2015) note that "new, possibly West Asian, body types are reported from

1935-1021: 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

2064-472: 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

2193-462: 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

2322-493: 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

2451-524: A highly uniform and well-planned grid pattern, suggesting they were planned by a central authority; extraordinary uniformity of Harappan artefacts as evident in pottery, seals, weights and bricks; presence of public facilities and monumental architecture; heterogeneity in the mortuary symbolism and in grave goods (items included in burials). These are some major theories: Harappans evolved some new techniques in metallurgy and produced copper, bronze , lead, and tin . A touchstone bearing gold streaks

2580-571: A hundred excavated, there are five major urban centres: Mohenjo-daro in the lower Indus Valley (declared a UNESCO World Heritage Site in 1980 as " Archaeological Ruins at Moenjodaro "), Harappa in the western Punjab region , Ganeriwala in the Cholistan Desert , Dholavira in western Gujarat (declared a UNESCO World Heritage Site in 2021 as " Dholavira: A Harappan City "), and Rakhigarhi in Haryana . The Harappan language

2709-547: A joint discussion. By 1924, Marshall had become convinced of the significance of the finds, and on 24 September 1924, made a tentative but conspicuous public intimation in the Illustrated London News : "Not often has it been given to archaeologists, as it was given to Schliemann at Tiryns and Mycenae , or to Stein in the deserts of Turkestan , to light upon the remains of a long forgotten civilisation. It looks, however, at this moment, as if we were on

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2838-507: 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

2967-621: A new viceroy of India, Lord Curzon , pushed through the Ancient Monuments Preservation Act 1904 , and appointed John Marshall to lead the ASI. Several years later, Hiranand Sastri , who had been assigned by Marshall to survey Harappa, reported it to be of non-Buddhist origin, and by implication more ancient. Expropriating Harappa for the ASI under the Act, Marshall directed ASI archaeologist Daya Ram Sahni to excavate

3096-399: 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

3225-599: A site whose entire upper layer had been stripped in the interim. Although his original goal of demonstrating Harappa to be a lost Buddhist city mentioned in the seventh century CE travels of the Chinese visitor, Xuanzang , proved elusive, Cunningham did publish his findings in 1875. For the first time, he interpreted a Harappan stamp seal , with its unknown script, which he concluded to be of an origin foreign to India. Archaeological work in Harappa thereafter lagged until

3354-473: 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

3483-414: 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

3612-407: 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

3741-570: A tradition in archaeology, the civilisation is sometimes referred to as the Harappan, after its type site , Harappa , the first site to be excavated in the 1920s; this is notably true of usage employed by the Archaeological Survey of India after India's independence in 1947. The term "Ghaggar-Hakra" figures prominently in modern labels applied to the Indus civilisation on account of a good number of sites having been found along

3870-509: 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

3999-413: 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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4128-420: 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

4257-403: 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

4386-469: 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

4515-410: 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

4644-490: Is no conclusive evidence of palaces or temples. Some structures are thought to have been granaries. Found at one city is an enormous well-built bath (the " Great Bath "), which may have been a public bath. Although the citadels were walled, it is far from clear that these structures were defensive. Most city dwellers appear to have been traders or artisans, who lived with others pursuing the same occupation in well-defined neighbourhoods. Materials from distant regions were used in

4773-507: Is not directly attested, and its affiliations are uncertain, as the Indus script has remained undeciphered. A relationship with the Dravidian or Elamo-Dravidian language family is favoured by a section of scholars. The Indus civilisation is named after the Indus river system in whose alluvial plains the early sites of the civilisation were identified and excavated. Following

4902-421: 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

5031-442: 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

5160-462: Is shown by their dockyards, granaries , warehouses, brick platforms, and protective walls. The massive walls of Indus cities most likely protected the Harappans from floods and may have dissuaded military conflicts. The purpose of the citadel remains debated. In sharp contrast to this civilisation's contemporaries, Mesopotamia and ancient Egypt , no large monumental structures were built. There

5289-425: Is sometimes called Mature Harappan to distinguish it from the earlier cultures. The cities of the ancient Indus were noted for their urban planning , baked brick houses, elaborate drainage systems, water supply systems, clusters of large non-residential buildings, and techniques of handicraft and metallurgy . Mohenjo-daro and Harappa very likely grew to contain between 30,000 and 60,000 individuals, and

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5418-406: 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

5547-564: 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

5676-599: The Ghaggar-Hakra River in northwest India and eastern Pakistan. The terms "Indus-Sarasvati Civilisation" and "Sindhu-Saraswati Civilisation" have also been employed in the literature by supporters of Indigenous Aryanism , after a posited identification of the Ghaggar-Hakra with the river Sarasvati described in the early chapters of the Rigveda , a collection of hymns in archaic Sanskrit composed in

5805-668: 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

5934-419: 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 the symbol could deduce the actual owner. The term has been extended to mean

6063-491: The water buffalo . Early Harappan communities turned to large urban centres by 2600 BCE, from where the mature Harappan phase started. The latest research shows that Indus Valley people migrated from villages to cities. The final stages of the Early Harappan period are characterised by the building of large walled settlements, the expansion of trade networks, and the increasing integration of regional communities into

6192-481: 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

6321-484: 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

6450-400: 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,

6579-518: 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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6708-606: 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

6837-566: The ASI attempted to "Indianise" archaeological work in keeping with the new nation's goals of national unity and historical continuity, in Pakistan the national imperative was the promotion of Islamic heritage, and consequently archaeological work on early sites was left to foreign archaeologists. After the partition, Mortimer Wheeler, the Director of ASI from 1944, oversaw the establishment of archaeological institutions in Pakistan, later joining

6966-619: The Company any historical artifacts acquired during his travels. Masson, who had versed himself in the classics , especially in the military campaigns of Alexander the Great , chose for his wanderings some of the same towns that had featured in Alexander's campaigns, and whose archaeological sites had been noted by the campaign's chroniclers. Masson's major archaeological discovery in the Punjab

7095-991: The Early Harappan, Mature Harappan, and Late Harappan phases. Mehrgarh is a Neolithic (7000 BCE to c.  2500 BCE ) mountain site in the Balochistan province of Pakistan , which gave new insights on the emergence of the Indus Valley Civilisation. Mehrgarh is one of the earliest sites with evidence of farming and herding in South Asia . Mehrgarh was influenced by the Near Eastern Neolithic, with similarities between "domesticated wheat varieties, early phases of farming, pottery, other archaeological artefacts, some domesticated plants and herd animals." Jean-Francois Jarrige argues for an independent origin of Mehrgarh. Jarrige notes "the assumption that farming economy

7224-448: The Ghaggar-Hakra system might yield more sites than the Indus river basin. According to archaeologist Ratnagar, many Ghaggar-Hakra sites in India and Indus Valley sites in Pakistan are actually those of local cultures; some sites display contact with Harappan civilisation, but only a few are fully developed Harappan ones. As of 1977, about 90% of the Indus script seals and inscribed objects discovered were found at sites in Pakistan along

7353-558: The Harappan civilisation lasted from c.  2600 –1900 BCE. With the inclusion of the predecessor and successor cultures – Early Harappan and Late Harappan, respectively – the entire Indus Valley Civilisation may be taken to have lasted from the 33rd to the 14th centuries BCE. It is part of the Indus Valley Tradition, which also includes the pre-Harappan occupation of Mehrgarh, the earliest farming site of

7482-571: The Indus Civilization , London: Arthur Probsthain, 1931. The first modern accounts of the ruins of the Indus civilisation are those of Charles Masson , a deserter from the East India Company 's army. In 1829, Masson traveled through the princely state of Punjab, gathering useful intelligence for the Company in return for a promise of clemency. An aspect of this arrangement was the additional requirement to hand over to

7611-616: The Indus River Valley site of Mehrgarh and is dated to 7,000  YBP ." The Early Harappan Ravi Phase, named after the nearby Ravi River , lasted from c.  3300 BCE until 2800 BCE. It started when farmers from the mountains gradually moved between their mountain homes and the lowland river valleys, and is related to the Hakra Phase , identified in the Ghaggar-Hakra River Valley to

7740-791: The Indus Valley Civilisation, in the Gomal River valley in northwestern Pakistan, at Manda, Jammu on the Beas River near Jammu , and at Alamgirpur on the Hindon River , only 28 km (17 mi) from Delhi. The southernmost site of the Indus Valley Civilisation is Daimabad in Maharashtra . Indus Valley sites have been found most often on rivers, but also on the ancient seacoast, for example, Balakot ( Kot Bala ), and on islands, for example, Dholavira . "Three other scholars whose names I cannot pass over in silence, are

7869-525: The Indus Valley. Several periodisations are employed for the IVC. The most commonly used classifies the Indus Valley Civilisation into Early, Mature and Late Harappan Phase. An alternative approach by Shaffer divides the broader Indus Valley Tradition into four eras, the pre-Harappan "Early Food Producing Era", and the Regionalisation, Integration, and Localisation eras, which correspond roughly with

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7998-573: The Indus river, while other sites accounts only for the remaining 10%. By 2002, over 1,000 Mature Harappan cities and settlements had been reported, of which just under a hundred had been excavated, mainly in the general region of the Indus and Ghaggar-Hakra rivers and their tributaries; however, there are only five major urban sites: Harappa , Mohenjo-daro , Dholavira , Ganeriwala and Rakhigarhi . As of 2008, about 616 sites have been reported in India, whereas 406 sites have been reported in Pakistan. Unlike India, in which after 1947,

8127-607: The Kot Diji related material". He sees these areas as "catalytic in producing the fusion from Hakra, Kot Dijian and Amri-Nal cultural elements that resulted in the gestalt we recognize as Early Harappan (Early Indus)." By 2600 BCE, the Early Harappan communities turned into large urban centres. Such urban centres include Harappa , Ganeriwala , Mohenjo-daro in modern-day Pakistan, and Dholavira , Kalibangan , Rakhigarhi , Rupar , and Lothal in modern-day India. In total, more than 1,000 settlements have been found, mainly in

8256-534: 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

8385-467: The alluvial plain of the Indus and its tributaries. In addition, there was a region with disparate flora, fauna, and habitats, up to ten times as large, which had been shaped culturally and economically by the Indus. Around 6500 BCE, agriculture emerged in Balochistan , on the margins of the Indus alluvium. In the following millennia, settled life made inroads into the Indus plains, setting

8514-476: 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

8643-524: 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

8772-427: 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

8901-401: 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

9030-412: 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,

9159-413: 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

9288-425: 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

9417-400: 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

9546-509: 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,

9675-455: 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

9804-542: The citadel representing centralised authority and an increasingly urban quality of life. Another town of this stage was found at Kalibangan in India on the Hakra River. Trade networks linked this culture with related regional cultures and distant sources of raw materials, including lapis lazuli and other materials for bead-making. By this time, villagers had domesticated numerous crops, including peas , sesame seeds , dates , and cotton, as well as animals, including

9933-514: The cities for constructing seals, beads and other objects. Among the artefacts discovered were beautiful glazed faïence beads. Steatite seals have images of animals, people (perhaps gods), and other types of inscriptions, including the yet un-deciphered writing system of the Indus Valley Civilisation . Some of the seals were used to stamp clay on trade goods. Although some houses were larger than others, Indus civilisation cities were remarkable for their apparent, if relative, egalitarianism . All

10062-437: The civilisation may have contained between one and five million individuals during its florescence. A gradual drying of the region during the 3rd millennium BCE may have been the initial stimulus for its urbanisation. Eventually it also reduced the water supply enough to cause the civilisation's demise and to disperse its population to the east. Although over a thousand Mature Harappan sites have been reported and nearly

10191-501: 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

10320-410: The death rate increased, as the close living conditions of humans and domesticated animals led to an increase in contagious diseases. According to one estimate, the population of the Indus civilisation at its peak may have been between one and five million. During its height the civilisation extended from Balochistan in the west to western Uttar Pradesh in the east, from northeastern Afghanistan in

10449-409: The development of cities. The IVC residents did not develop irrigation capabilities, relying mainly on the seasonal monsoons leading to summer floods. Brooke further notes that the development of advanced cities coincides with a reduction in rainfall, which may have triggered a reorganisation into larger urban centres. According to J.G. Shaffer and D.A. Lichtenstein, the Mature Harappan civilisation

10578-527: The dissolution of the East India Company and the establishment of Crown rule in India , archaeology on the subcontinent became more formally organised with the founding of the Archaeological Survey of India (ASI). Alexander Cunningham , the Survey's first director-general, who had visited Harappa in 1853 and had noted the imposing brick walls, visited again to carry out a survey, but this time of

10707-516: 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

10836-414: 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,

10965-426: 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

11094-514: The foot of the Bolan Pass in Balochistan , excavations were carried out in Mehrgarh by French archaeologist Jean-François Jarrige and his team in the early 1970s. The cities of the ancient Indus had "social hierarchies, their writing system, their large planned cities and their long-distance trade [which] mark them to archaeologists as a full-fledged 'civilisation.'" The mature phase of

11223-642: 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

11352-433: The general region of the Indus and Ghaggar-Hakra Rivers and their tributaries. A sophisticated and technologically advanced urban culture is evident in the Indus Valley Civilisation, making them the first urban centre in the region. The quality of municipal town planning suggests the knowledge of urban planning and efficient municipal governments which placed a high priority on hygiene , or, alternatively, accessibility to

11481-571: The graves of Mehrgarh beginning in the Togau phase (3800 BCE)." Gallego Romero et al. (2011) state that their research on lactose tolerance in India suggests that "the west Eurasian genetic contribution identified by Reich et al. (2009) principally reflects gene flow from Iran and the Middle East." They further note that "[t]he earliest evidence of cattle herding in South Asia comes from

11610-411: The houses had access to water and drainage facilities. This gives the impression of a society with relatively low wealth concentration . Archaeological records provide no immediate answers for a centre of power or for depictions of people in power in Harappan society. But, there are indications of complex decisions being taken and implemented. For instance, the majority of the cities were constructed in

11739-436: 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

11868-446: The late Mr. R. D. Banerji , to whom belongs the credit of having discovered, if not Mohenjo-daro itself, at any rate its high antiquity, and his immediate successors in the task of excavation, Messrs. M.S. Vats and K.N. Dikshit . ... no one probably except myself can fully appreciate the difficulties and hardships which they had to face in the three first seasons at Mohenjo-daro."  — From, John Marshall (ed), Mohenjo-daro and

11997-430: 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

12126-490: The local population. Despite these reports, Harappa was raided even more perilously for its bricks after the British annexation of the Punjab in 1848–49. A considerable number were carted away as track ballast for the railway lines being laid in the Punjab. Nearly 160 km (100 mi) of railway track between Multan and Lahore , laid in the mid-1850s, was supported by Harappan bricks. In 1861, three years after

12255-419: 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

12384-473: 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

12513-540: 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

12642-513: The means of religious ritual. As seen in Harappa, Mohenjo-daro and the recently partially excavated Rakhigarhi , this urban plan included the world's first known urban sanitation systems . Within the city, individual homes or groups of homes obtained water from wells . From a room that appears to have been set aside for bathing, waste water was directed to covered drains, which lined the major streets. Houses opened only to inner courtyards and smaller lanes. The housebuilding in some villages in

12771-400: 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

12900-569: 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

13029-433: 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

13158-579: 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

13287-564: 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

13416-718: The north to Gujarat state in the south. The largest number of sites are in the Punjab region , Gujarat, Haryana , Rajasthan , Uttar Pradesh, Jammu and Kashmir states, Sindh , and Balochistan. Coastal settlements extended from Sutkagan Dor in Western Baluchistan to Lothal in Gujarat. An Indus Valley site has been found on the Oxus River at Shortugai in Afghanistan which is the northernmost site of

13545-516: The one led by Mortimer Wheeler , a new director-general of the ASI appointed in 1944, and including Ahmad Hasan Dani . After the partition of India in 1947, when most excavated sites of the Indus Valley Civilisation lay in territory awarded to Pakistan, the Archaeological Survey of India, its area of authority reduced, carried out large numbers of surveys and excavations along the Ghaggar-Hakra system in India. Some speculated that

13674-657: 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

13803-473: 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

13932-518: 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

14061-544: The product, the consumer lifestyle, and the endorser is important for the effectiveness of brand communication. Harappan civilization The Indus Valley Civilisation ( IVC ), also known as the Indus Civilisation , was a Bronze Age civilisation in the northwestern regions of South Asia , lasting from 3300  BCE to 1300 BCE, and in its mature form from 2600 BCE to 1900 BCE. Together with ancient Egypt and Mesopotamia , it

14190-407: The region still resembles in some respects the housebuilding of the Harappans. The ancient Indus systems of sewerage and drainage that were developed and used in cities throughout the Indus region were far more advanced than any found in contemporary urban sites in the Middle East and even more efficient than those in many areas of Pakistan and India today. The advanced architecture of the Harappans

14319-612: The second-millennium BCE, which are unrelated to the mature phase of the Indus Valley Civilization. Recent geophysical research suggests that unlike the Sarasvati, described in the Rigveda as a snow-fed river, the Ghaggar-Hakra was a system of perennial monsoon-fed rivers, which became seasonal around the time that the civilisation diminished, approximately 4,000 years ago. The Indus Valley Civilisation

14448-464: The site's two mounds. Farther south, along the main stem of the Indus in Sind province, the largely undisturbed site of Mohenjo-daro had attracted notice. Marshall deputed a succession of ASI officers to survey the site. These included D. R. Bhandarkar (1911), R. D. Banerji (1919, 1922–1923), and M. S. Vats (1924). In 1923, on his second visit to Mohenjo-daro, Baneriji wrote to Marshall about

14577-417: The site, postulating an origin in "remote antiquity", and noting a congruence of some of its artifacts with those of Harappa. Later in 1923, Vats, also in correspondence with Marshall, noted the same more specifically about the seals and the script found at both sites. On the weight of these opinions, Marshall ordered crucial data from the two sites to be brought to one location and invited Banerji and Sahni to

14706-412: The stage for the growth of rural and urban settlements. The more organized sedentary life, in turn, led to a net increase in the birth rate. The large urban centres of Mohenjo-daro and Harappa very likely grew to containing between 30,000 and 60,000 individuals, and during the civilisation's florescence, the population of the subcontinent grew to between 4–6 million people. During this period

14835-822: The threshold of such a discovery in the plains of the Indus." In the next issue, a week later, the British Assyriologist Archibald Sayce was able to point to very similar seals found in Bronze Age levels in Mesopotamia and Iran, giving the first strong indication of their date; confirmations from other archaeologists followed. Systematic excavations began in Mohenjo-daro in 1924–25 with that of K. N. Dikshit , continuing with those of H. Hargreaves (1925–1926), and Ernest J. H. Mackay (1927–1931). By 1931, much of Mohenjo-daro had been excavated, but occasional excavations continued, such as

14964-476: 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

15093-536: The vicinity of the Ghaggar-Hakra , a seasonal river in northwest India and eastern Pakistan. The term Harappan is sometimes applied to the Indus Civilisation after its type site Harappa , the first to be excavated early in the 20th century in what was then the Punjab province of British India and is now Punjab, Pakistan . The discovery of Harappa and soon afterwards Mohenjo-daro

15222-400: 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

15351-472: The west, and predates the Kot Diji Phase (2800–2600 BCE, Harappan 2), named after a site in northern Sindh , Pakistan, near Mohenjo-daro . The earliest examples of the Indus script date to the 3rd millennium BCE. The mature phase of earlier village cultures is represented by Rehman Dheri and Amri in Pakistan. Kot Diji represents the phase leading up to Mature Harappan, with

15480-417: 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

15609-568: Was "a fusion of the Bagor, Hakra, and Kot Diji traditions or 'ethnic groups' in the Ghaggar-Hakra valley on the borders of India and Pakistan". Also, according to a more recent summary by Maisels (2003), "The Harappan oecumene formed from a Kot Dijian/ Amri-Nal synthesis". He also says that, in the development of complexity, the site of Mohenjo-daro has priority, along with the Hakra-Ghaggar cluster of sites, "where Hakra wares actually precede

15738-618: Was Harappa, a metropolis of the Indus civilisation in the valley of Indus's tributary, the Ravi river . Masson made copious notes and illustrations of Harappa's rich historical artifacts, many lying half-buried. In 1842, Masson included his observations of Harappa in the book Narrative of Various Journeys in Baluchistan, Afghanistan, and the Punjab . He dated the Harappa ruins to a period of recorded history, erroneously mistaking it to have been described earlier during Alexander's campaign. Masson

15867-499: Was found in Banawali , which was probably used for testing the purity of gold (such a technique is still used in some parts of India). The people of the Indus civilisation achieved great accuracy in measuring length, mass, and time. They were among the first to develop a system of uniform weights and measures. A comparison of available objects indicates large scale variation across the Indus territories. Their smallest division, which

15996-407: Was impressed by the site's extraordinary size and by several large mounds formed from long-existing erosion. Two years later, the Company contracted Alexander Burnes to sail up the Indus to assess the feasibility of water travel for its army. Burnes, who also stopped in Harappa, noted the baked bricks employed in the site's ancient masonry, but noted also the haphazard plundering of these bricks by

16125-594: Was introduced full-fledged from Near-East to South Asia," and the similarities between Neolithic sites from eastern Mesopotamia and the western Indus valley, which are evidence of a "cultural continuum" between those sites. But given the originality of Mehrgarh, Jarrige concludes that Mehrgarh has an earlier local background, and is not a "'backwater' of the Neolithic culture of the Near East". Lukacs and Hemphill suggest an initial local development of Mehrgarh, with

16254-505: Was one of three early civilisations of North Africa , Southwest Asia and South Asia , and of the three, the most widespread, its sites spanning an area including much of modern-day Pakistan , northwestern India and northeast Afghanistan . The civilisation flourished both in the alluvial plain of the Indus River , which flows through the length of Pakistan, and along a system of perennial monsoon -fed rivers that once coursed in

16383-694: Was roughly contemporary with the other riverine civilisations of the ancient world: Ancient Egypt along the Nile , Mesopotamia in the lands watered by the Euphrates and the Tigris , and China in the drainage basin of the Yellow River and the Yangtze . By the time of its mature phase, the civilisation had spread over an area larger than the others, which included a core of 1,500 kilometres (900 mi) up

16512-435: 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

16641-473: Was the culmination of work that had begun after the founding of the Archaeological Survey of India in the British Raj in 1861. There were earlier and later cultures called Early Harappan and Late Harappan in the same area. The early Harappan cultures were populated from Neolithic cultures, the earliest and best-known of which is named after Mehrgarh , in Balochistan , Pakistan. Harappan civilisation

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