A brand is the public perception of a company, organization, product or service through its name, logo, slogan, advertising, etc.
A brand refers to concrete symbols like name, logo, slogan, and design scheme. Brand recognition and other reactions are created by the accumulation of experiences and associations with the specific company, organization, product or service, both directly relating to its function, and through the influence of advertising, design, media commentary and word to mouth. A brand in turn serves to create associations and expectations. Ultimately "the brand" is any element which, in the minds of consumers or audience, differentiates a company, organization, product or service from competitors.
When did branding start and why? Apart from the ancient practice of branding livestock, branding started in the late 19th to early 20th century and later during the 30’s depression when consumers tightened their belts, as well as their ability and desire to consume. Later on, WWII increased industrial capacity to mass produce goods, but drove society to be frugal. This mix of enormous production capacity and a frugal culture forced companies to latch on to a new communication medium, and modern branding & advertising was born. Modern branding is 50+ years old!
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