How It started ?
The word "brand" is derived from the Old Norse brandr meaning "to burn." It refers to the practice of producers burning their mark (or brand) onto their products.
Although connected with the history of trademarks and including earlier examples which could be deemed "protobrands" (such as the marketing puns of the "Vesuvinum" wine jars found at Pompeii), brands in the field of mass-marketing originated in the 19th century 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 insignia on the barrels used, extending the meaning of "brand" to that of trademark.
Bass & Company, the British brewery, claims their red triangle brand was the world's first trademark. Lyle’s Golden Syrup makes a similar claim, having been named as Britain's oldest brand, with its green and gold packaging having remained almost unchanged since 1885. Another example comes from Antiche Fornaci Giorgi in Italy, whose bricks are stamped or carved with the same proto-logo since 1731, as found in Saint Peter's Basilica in Vatican City.
Cattle were branded long before this. The term "maverick," originally meaning an unbranded calf, comes from Texas rancher Samuel Augustus Maverick who, following the American Civil War, decided that since all other cattle were branded, his would be identified by having no markings at all. Even the signatures on paintings of famous artists like Leonardo Da Vinci can be viewed as an early branding tool.
Factories established during the Industrial Revolution introduced mass-produced goods and needed to sell their products to a wider market, to customers previously familiar only with locally-produced goods. It quickly became apparent that a generic package of soap had difficulty competing with familiar, local products. The packaged goods manufacturers needed to convince the market that the public could place just as much trust in the non-local product. Campbell soup, Coca-Cola, Juicy Fruit gum, Aunt Jemima, and Quaker Oats were among the first products to be 'branded', in an effort to increase the consumer's familiarity with their products. Many brands of that era, such as Uncle Ben's rice and Kellogg's breakfast cereal furnish illustrations of the problem.
Around 1900, James Walter Thompson published a house ad explaining trademark advertising. This was an early commercial explanation of what we now know as branding. Companies soon adopted slogans, mascots, and jingles that began to appear on radio and early television. By the 1940s,manufacturers began to recognize the way in which consumers were developing relationships with their brands in a social/psychological/anthropological sense.
From there, manufacturers quickly learned to build their brand's identity and personality , such as youthfulness, fun or luxury. This began the practice we now know as "branding" today, where the consumers buy "the brand" instead of the product. This trend continued to the 1980s, and is now quantified 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 purchased Kraft for six times what the company was worth on paper; it was felt that what they really purchased was its brand name.
Source : Wikipedia
Memorandum Presented to Prime Minister Department on 20 April 2011 The Branding Task Force, an entity set up by the Branding Association of Malaysia, is taking responsibility for ensuring that the goverment remains informed and advised of issues and strategies pertaining to Branding.
This task force led by Mr Eric Chong, Deputy President of Branding Association of Malaysia and comprised of 30 entrepreneurs who represent some of the top Malaysia brands, have drafted a memorandum to the Prime Minister on how the goverment should and can assist the Malaysian business community., particularly the SMEs in branding, which virtually defines business success or failure. Part of the main responsibility of the Task Force would be to ensure proper national branding . Dato Lewre Lew, President of BAM is the advisor for the task force.
A Memorandum hand over ceremony was organised on the 20th of April, 2011 at PJ Hilton. The Minister of the Prime Minister Department, YB Tan Sri Dr Koh Tsu Koon was present to receive to receive the memorandum on behalf of the Prime Minister, YAB Datuk Sri Najib Tun Razak. Present of the dinner were luminaries and members of the task force, including Dato Mah Siew Keong, MATRADE Chairman.
"We are very pleased that Tan Sri Koh Tsu Koon is interested in the voice of a united Malaysia Business Community" the Task Force Advisor, Dato Lewre Lew said.
The Task Force Chairman , Mr Eric Chong , explained "the objective of the setting of the Brand Task Force is to ensure that views from the ground are communicated to the decision makers in the government. Effective communicatio means effective problem solving. We believe that if the government and the busines community act in unison, great things will happen. After all, the strength of a county is derived from its collective economic strength."
He added, "we have tabled a three points memorandum for the consideration of our government.
Click here for details of the Memorandum