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104-645: VXR was the branding for the high performance trim specification, used since 2004 for models in many of Vauxhall 's car range in the United Kingdom . Holden has also used the VXR badge for some of its high-performance cars such as the Astra VXR , Insignia VXR , and the Commodore VXR . European sourced VXR models were produced and developed by Opel Performance Center , a division of Opel . The VXR8

208-439: 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

312-469: 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

416-596: A turbocharged 240 hp (180 kW) 2.0 L performance version of the Zafira B as well. A CNG (Compressed Natural Gas) version of the new Zafira with a 1.6 L engine is also available. In November 2015, the London Fire Brigade issued an alert in response to a "spike" in reports of fires with the model. In December 2015, safety officials in the United Kingdom asked Vauxhall to initiate

520-458: A 1.8 L, lower priced alternative was added in July 2003. The engines used were not Subaru supplied boxer engines, but were conventional in line units that were uncharacteristic to market recognised Subaru products, and all-wheel drive was also not available. The sale of the Zafira as a Subaru created a conflict with previously established Yanase Co., Ltd. retail dealerships, in that Yanase

624-636: 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

728-400: 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

832-403: 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

936-463: 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

1040-478: 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

1144-518: 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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1248-412: 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

1352-417: 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

1456-1021: 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

1560-472: 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

1664-699: A facelift was unveiled for 2017 (with sales starting at the end of 2016), dropping 'Tourer' from the name when sold as an Opel. As part of the upgrade, new front and rear bumpers and new interior brought styling in line with the Opel Astra K . OnStar navigation was also introduced as part of an updated IntelliLink infotainment system, complete with 4G LTE hotspot, Apple CarPlay and Android Auto compatibility. Other new options for MY2017 included adaptive LED headlights, "Opel Eye" front camera, high beam assist, traffic sign assist, forward collision warning, lane departure warning and adaptive cruise control. In June 2018,

1768-602: A five speed manual transmission, 0–100 km/h (62 mph) can be reached in 8.2 seconds and the top speed is 220 km/h (137 mph). The Zafira was marketed in the Philippines from 2001 to 2005, as the last Europe-based Opel marketed in the Philippines after they stopped selling the Opel Astra in 2003. Although sold as the Chevrolet Zafira, it was sold alongside other Opel vehicles until it

1872-464: A full safety recall of the model Zafira B, due to a worrying level of car fires apparently or alleged to have been caused by 'Improper Repairs'. The fires continued, even those recalled, and a second full safety recall was announced in May 2016, with all owners advised not to use the fan in speeds regulated by the "resistor pack" which contained a solder based unreliable safety critical thermal fuse, until

1976-462: 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

2080-493: 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

2184-507: 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

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2288-478: A parking garage at Stavanger Airport, Sola to be destroyed. No people were harmed. The third generation of the Zafira, called the Zafira Tourer, was previewed in concept form at the 2011 Geneva Motor Show , as the 'Zafira Tourer Concept'. It was largely based on the Opel Astra J, and when the Zafira Tourer C went on sale, the Zafira B remained on sale from 2011 up to 2014, albeit in facelifted form as

2392-399: 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

2496-456: A reworked version of the VXR's 1.6 litre turbo engine, as well as a sports exhaust and a modified turbocharger system. The seven seat Zafira VXR compact MPV was launched at the end of 2005, and sharing the same turbocharged 2.0 four cylinder engine of the Astra VXR, producing 237 bhp (177 kW; 240 PS). It could accelerate 0 to 62 mph (100 km/h) 7.2 seconds and reach

2600-547: A series of petrol engines and initially a single diesel offering, the "X" engines were replaced by the newer "Z" engine generation in 2000. These featured variable intake manifolds and were able to meet Euro 3 emissions standards. The 2.0-litre turbodiesels were complemented by a 125 PS (92 kW) 2.2-litre option in January 2002. The Zafira A body was used in GM/Opel's concept hydrogen-powered fuel cell vehicle

2704-558: A top speed of 144 mph (232 km/h). It could be identified by the VXR bodykit, twin trapezoidal rear exhausts and 18" alloy wheels. It was claimed as the fastest MPV in production The Vectra VXR was available in both hatchback and estate versions, fitted with 2.8i 24v V6 turbo engine and was based on the Opel Vectra OPC. Originally launched in December 2005, it produced 252 bhp (188 kW; 255 PS) and after

2808-403: A top speed of 170 mph (274 km/h). The Monaro featured a different grille, wide lower air intake and bonnet scoops, side sills with 'shark gills' and unique 19-inch (480 mm) alloy wheels and VXR branded brake calipers on later build numbers. It was replaced by the four door VXR8, also from Holden. The original hot hatch Astra VXR was announced in January 2005, and went on sale in

2912-414: 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

3016-407: 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

3120-509: 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

3224-413: 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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3328-420: 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

3432-403: 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

3536-475: Is a limited edition version of the Lotus Elise based Vauxhall VX220 , with a small production run of 65 vehicles. It was powered by a four-cylinder 2.0i turbo 16v engine producing 217 bhp (162 kW) at 6300 rpm and 210 lb⋅ft (285 N⋅m) of torque at 4800 rpm. It could accelerate from 0-60 mph (97 km/h) in 4.2 seconds and reach a top speed of 149 mph (240 km/h). The VXR220

3640-469: 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

3744-410: 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

3848-421: 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

3952-442: 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

4056-406: 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

4160-564: 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

4264-821: The GM HydroGen3 . A facelift was launched in February 2003 at the Geneva Motor Show . The Zafira ranked third in the European Car of the Year for 2000, behind only the Fiat Multipla and Toyota Yaris . In TüV's ranking of the quality of three year old cars, the Zafira was by far the best Opel; only slightly behind the winning Ford Focus . Zafira A production ended on 25 May 2005, in Bochum . It

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4368-843: The Opel name was pulled out of the Philippine-market by its distributor, GM Philippines. The Zafira was produced and sold in the Thailand from 2000 to 2005. it was sold alongside other Opel vehicles until it the Opel name was pulled out of the Thai-market by its distributor, GM Thailand. Thailand’s domestic family wagon segment with 3,946 units sold. The Zafira A was sold in Malaysia as the Chevrolet Nabira . The Zafira

4472-784: 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

4576-592: The "Zafira Family", to act as a smaller and cheaper version, as the Zafira Tourer C increased in size, to act as a proper rival to the Ford S-Max . A hybrid/electric version was expected to follow during 2012. This car indirectly replaced the Opel Sintra , the only previous full sized Vauxhall/Opel MPV in Europe, which was discontinued in May 1999 after just three years on sale, as a slow selling product built in

4680-481: 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

4784-484: 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

4888-400: 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,

4992-476: The 1997 Frankfurt Auto Show and entered series production in January 1999, with sales beginning in April of that year. The Zafira shared the T platform with the 1998 Astra G , sharing much commonality with that car. The Zafira seated seven passengers in three rows. Using a system marketed as Flex 7 , the split back seat could fold into the floor to increase cargo space, without requiring removal. Offered with

5096-518: 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),

5200-650: The 2.0 CDTI (130PS) engine and it gained a Start/Stop system to make it more economical, emitting 119g/km of CO 2 , as for petrol variants they were 1.4T ecoFLEX with a Start/Stop system with same amount of power (120 and 140 PS) like standard versions but with lower CO 2 emissions – 144g/km and better fuel efficiency. In 2013, two all new engines were introduced: 1.6 SIDI Turbo petrol engine with 170 PS and 200 PS, and newly developed 1.6 CDTI diesel engine with 136 PS. In September 2014, Opel introduced its all new generation of engines – Large Diesel engines, starting with 2.0 CDTI engine with 170 PS and 400 Nm, which

5304-606: 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

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5408-534: 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

5512-704: The United Kingdom until June 2018, the Holden marque in Australia until June 2005, and under a number of other market-specific brands and names. The name "Zafira" derives from the Arabic word meaning to succeed . Since 2011, it received an additional moniker as the Zafira Tourer . The first generation Zafira was internally designated as the Zafira A . Co-developed with Porsche , it debuted in concept form at

5616-523: The United States. The production version debuted at the 2011 Frankfurt Motor Show in September, and went on sale November 2011. A natural gas version of the Zafira Tourer was announced in December 2011. A dual fuel vehicle, its CNG tank driving the car 530 kilometres, and a 14-litre petrol tank provided additional range or operation when a CNG filling station was not available. In June 2016,

5720-462: The VXR models. Corsa (E) VXR The Corsa VXR Performance Pack adds a Drexler limited slip differential, larger Brembo brakes (330 mm over standard 305 mm) and track grade suspension with retuned Koni dampers. Astra GTC VXR Insignia VXR VXR8 Bathurst S The Bathurst S version of the VXR8 became the most powerful ever Vauxhall to be offered, when it was launched in 2009. The VXR220

5824-543: The Vauxhall Zafira Tourer was discontinued from the United Kingdom, citing the rise of SUV and crossover vehicles. In 2019, it was replaced by LCV -based Zafira Life . All engines had a six speed manual gearbox as standard, bar the 1.8 petrol, which had a five speed manual gearbox as standard. An automatic gearbox was available as an option on the 1.4T and 2.0 CDTI (165 PS), both without S/S. An EcoFLEX version went on sale in 2012, equipped with

5928-527: The Zafira Family . This name change occurred in markets including Germany. In Mexico the Chevrolet Zafira was discontinued after the 2006 model year, and replaced by the five-passenger Chevrolet HHR . The Zafira B's engine line was partly carried over from the previous Astra/Zafira generation. Opel replaced the 2.0 and 2.2 turbodiesel I4 engines with 1.9 L common rail turbodiesels developed by Fiat (Multijet). Opel Performance Center developed

6032-476: 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

6136-524: 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

6240-427: 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

6344-401: 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

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6448-412: 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,

6552-413: 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

6656-425: 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

6760-400: 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

6864-509: 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,

6968-455: 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

7072-501: 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

7176-516: 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

7280-414: 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,

7384-537: The facelift of 2007, the output increased to 276 bhp (206 kW; 280 PS). This post 2007 version could accelerate from 0 to 60 mph (97 km/h) in 6.1 seconds for the hatchback, 6.3 seconds for the estate, and had a claimed top speed of 161 mph (260 km/h) (hatchback), 158 mph (250 km/h) (estate). The Vectra was equipped with 18" five spoke alloy wheels with 225/45R18 tyres (optional 19" ten spoke wheels) and upgraded brakes (345 mm discs on front wheels, 292 mm on rear wheels). It

7488-426: 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

7592-642: 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

7696-436: 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

7800-430: 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

7904-419: 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

8008-473: 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

8112-540: 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

8216-400: 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

8320-569: 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

8424-433: 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

8528-579: 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

8632-564: 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

8736-421: The original literal sense of marking by burning—is thought to have begun with the ancient Egyptians , who are known to have engaged in livestock branding and branded slaves as early as 2,700 BCE. Branding was used to differentiate one person's cattle from another's by means of a distinctive symbol burned into the animal's skin with a hot branding iron . If a person stole any of the cattle, anyone else who saw

8840-627: The platform and mechanical parts with the Opel Astra H. In February 2007, the Zafira B was launched in Singapore . By March 2007, the model had only been introduced in Europe and Singapore. It went on sale in Mexico in April 2006, and Chile in September 2007. In both countries, it was branded as the Chevrolet Zafira . Although this generation was replaced in the end of 2011 by the Zafira C, this model remained in production until May 2014 as

8944-657: 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

9048-473: 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

9152-518: 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

9256-476: The product, the consumer lifestyle, and the endorser is important for the effectiveness of brand communication. Vauxhall Zafira The Opel Zafira is a car manufactured and marketed across three generations between 1999 and 2019 by Opel . Based on the Opel Astra platform, it is developed to occupy the multi-purpose vehicle (MPV) segment. The Zafira was also marketed under the Vauxhall marque in

9360-480: The second recall, starting August 2016, had been carried out. On 3 May 2018, a criminal investigation into Vauxhall's handling of the fires of the Zafira B and recalls was launched in the United Kingdom. On 31 August 2019, major damage occurred in a parking garage in Cork, Ireland when an Opel Zafira caught fire. On 7 January 2020, there was a spontaneous fire in an Opel Zafira, which caused over 200 to 300 cars in

9464-708: The summer of 2005. Based on the Vauxhall Astra Mark 5, it was fitted with a 2.0i turbo 16V engine (Z20LEH) producing 236 bhp (176 kW). It could accelerate 0 to 62 mph (100 km/h) in 6.2 seconds and reach a top speed of 152 mph (245 km/h). Externally, it was different from the standard Astra with a central trapezoidal rear exhaust, 18" six spoke alloy wheels with 225/40R18 tyres (optional 19" ten spoke wheels), lowered and uprated suspension and VXR front fog lamps and other external styling including spoiler. Launched mid April 2007 The Corsa VXR Nurburgring Edition, released in 2011, features

9568-550: The symbol could deduce the actual owner. The term has been extended to mean a strategic personality for a product or company, so that "brand" now suggests the values and promises that a consumer may perceive and buy into. Over time, the practice of branding objects extended to a broader range of packaging and goods offered for sale including oil , wine , cosmetics , and fish sauce and, in the 21st century, extends even further into services (such as legal , financial and medical ), political parties and people 's stage names. In

9672-705: The time the official club for owners and enthusiasts of Vauxhall performance models to replace the GSi branding (which itself replaced the GTE label) which was previously used on top end high performance models. Shortly after the introduction of the VXR brand, a dedicated website and discussion forum, VXRonline , was set up by the Directors of the Vauxhall Sports Car Club to provide technical assistance, advice, meetings and events for all owners and enthusiasts of

9776-476: 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

9880-400: 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

9984-417: 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

10088-579: Was already selling Opel products, like the Zafira. When production of the Traviq ended, Yanase continued to import Opel products into Japan until 2006. It was replaced later in 2008 by the Subaru Exiga – developed from the Subaru Legacy platform. The second generation Zafira, internally designated Zafira B , debuted in Europe on 12 February 2005, with sales starting on 9 June 2005. It shared

10192-615: Was first launched in the summer of 2004, at the British Motor Show, with enhanced consumer versions of the Monaro and VX220 . In 2005, the VXR range included the Astra VXR and subsequently Zafira , Vectra , Corsa , Insignia and Meriva versions. It was launched following discussions with the Directors (K Grice, P Marshall and N Reed) and several Regional Organisers of the Vauxhall Sports Car Club , at

10296-454: Was fitted with five spoke Speedline satin black alloy wheels with 195/50R16 Yokohama A048R LTS tyres at the front and 225/45R17 Yokohama A048R LTS tyres at the back and uprated brakes with 288 mm discs. The Monaro VXR is a rebadged HSV GTO with a six-litre V8 engine producing 398 bhp (297 kW) at 6000 rpm and 391 lb⋅ft (530 N⋅m) of torque. It could accelerate from 0-62 mph (100 km/h) in 5.3 seconds and reach

10400-472: Was produced and developed by Holden Special Vehicles . The VXR brand is closely linked to VX Racing, Vauxhall's British Touring Car Championship team, and the VXR versions of the cars are race track styled models, with high performance capabilities. The VX Racing name was first used in 2003 instead of Vauxhall Motorsport, taking part in the BTCC with cars prepared by Triple 8 Race Engineering . The VXR badge

10504-561: Was replaced by Zafira B in Europe, but was still sold in most other markets until 2012 (albeit that its cousin the Chevrolet Astra was discontinued in 2011), except for Australia and New Zealand, where the model was cancelled altogether. Introduced at Geneva in February 2001, the turbocharged Zafira OPC went on sale in October 2001. With 192 PS (141 kW), this was the fastest minivan on sale in Europe. Only available with

10608-606: Was replaced by the Insignia VXR. The Meriva VXR is an unusual sporting version of the Vauxhall Meriva mini MPV . Fitted with a 1.6 turbo 16V engine producing 178 bhp (133 kW; 180 PS), it could reach a top speed of 137 mph (220 km/h) and accelerate to 60 mph (97 km/h) in 7.9 seconds. It was equipped with 17" six spoke alloy wheels and brakes of 308 mm front discs, 264 mm rear discs. Brand The practice of branding—in

10712-667: Was sold in Japan from August 2001 through to November 2004 as the Subaru Traviq alongside the standard Opel vehicle. In exchange, Subaru supplied the Subaru Forester as the Chevrolet Forester in India since 2003. According to Subaru, the Traviq name was a combination of the words "travel" and "quick". Imported from Thailand, the Traviq was originally only available with the bigger 2.2 litre engine, although

10816-435: Was the brand name. With the rise of mass media in the early 20th century, companies adopted techniques that allowed their messages to stand out. Slogans , mascots , and jingles began to appear on radio in the 1920s and in early television in the 1930s . Soap manufacturers sponsored many of the earliest radio drama series, and the genre became known as soap opera . By the 1940s, manufacturers began to recognize

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