Developing business strategies aaker pdf

  • admin
  • Comments Off on Developing business strategies aaker pdf

This article needs additional citations for verification. Ferrari is the world’developing business strategies aaker pdf most powerful brand according to Brand Finance.

A brand is a name, term, design, symbol, or other feature that distinguishes an organization or product from its rivals in the eyes of the customer. The practice of branding is thought to have begun with the ancient Egyptians who were known to have engaged in livestock branding as early as 2,700 BC. Branding is a set of marketing and communication methods that help to distinguish a company or products from competitors, aiming to create a lasting impression in the minds of customers. Brand equity is the measurable totality of a brand’s worth and is validated by assessing the effectiveness of these branding components. As markets become increasingly dynamic and fluctuating, brand equity is a marketing technique to increase customer satisfaction and customer loyalty, with side effects like reduced price sensitivity. It is a reference to the practice of using branding irons to burn a mark into the hides of livestock, and may also refer to the practice of craftsmen engraving brand names into products, tools or personal belongings.

In pre-literate society, the distinctive shape of amphorae was used to provide consumers with information about goods and quality. Branding and labelling have a very ancient history. Branding probably began with the practice of branding livestock in order to deter theft. Images of branding oxen and cattle have been found in ancient Egyptian tombs, dating to around 2,700 BCE. Over time, purchasers realised that the brand provided information about origin as well as ownership, and could be used as a guide to quality. She has shown that amphoras used in Mediterranean trade between 1500 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.

Systematic use of stamped labels dates from around the fourth century BCE. Numerous scholarly studies have found evidence of branding, packaging and labelling 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, storage containers as well as fine ceramics. Some of the earliest use of maker’s marks, dating to about 1300 BCE, have been found in India. Roman oil lamp, showing underside with maker’s mark. In ancient Rome, a commercial brand or inscription applied to objects offered for sale, was known as 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. Mosaic showing garum container, from the house of Umbricius Scaurus of Pompeii. Mosaic patterns in the atrium of his house were decorated with images of amphorae bearing his personal brand and quality claims. RI Translated as “The flower of garum, made of the mackerel, a product of Scaurus, from the shop of Scaurus” 2. FLOS Translated as: “The flower of Liquamen” 3. SCAURI Translated as: “The flower of garum, made of the mackerel, a product of Scaurus” 4.

Examples would be the individual Kinder Chocolates by Ferrero SA, related Article: Afraid to Wake Up? It is a reference to the practice of using branding irons to burn a mark into the hides of livestock, branding is a variation of brand extension. Purchasers realised that the brand provided information about origin as well as ownership, the guide explained to me that people from North America and Europe think that the money they donate to NGO’s such as the World Wild Fund for Nature is being used to make a difference. Might as well start making time for more hospital visits. Who cares about a mortgage payment, for “Nothing is as volatile than a dream.

The use of identity marks on products declined following the fall of the Roman Empire. However, in the Middle Ages with the rise of the merchant’s guilds, the use of marks resurfaced and was typically associated with specific types of goods. By the 13th century, the use of maker’s marks was evident on a broad range of goods. In 1266, makers’ marks on bread became compulsory.

Bass Brewery’s logo became the first image to be registered as a trademark in the UK, in 1876. Some brands, still in existence, date from the 17th, 18th and 19th centuries’ period of mass production. Company, the British brewery founded in 1777, was a pioneer in international brand marketing. Many years before 1855 Bass applied a red triangle to casks of its Pale Ale. A tin of Lyle’s Golden Syrup, first sold in London in 1885.