What is Brand?

Sadra Shariatmadari

Illusionmarketing.com

2014- 2015

Etymology of Brand

The word of “ Brand” drives from OLD NORSE “ BRANDR” means “ To burn”

The word "brand" derives from the Old Norse "brandr" meaning "to burn" - recalling the practice of producers burning their mark (or brand)onto their products.

Oldest generic brand

Vedic period 1100 B. C. E to 500 B.C.E

The oldest generic brand, in continuous use in India since the Vedic period (ca. 1100 B.C.E to 500 B.C.E), is the herbal paste known as Chyawanprash, consumed for its purported health benefits and attributed to a revered rishi (or seer) named Chyawan. This product was developed at Dhosi Hill, an extinct volcano in northern India.

chyawanprash

The Italian use of Brand protobrand“Vesuvinum “ jar of wine found at Pompeii

Bass & company the British brewery

Bass & Company, the British brewery, claims their red-triangle brand as the world's first trademark.

Tate & Lyle syrup

Tate & Lyle of Lyle's Golden Syrup makes a similar claim, having been recognized by Guinness World Records as Britain's oldest brand

Fornaci Giorgi in Italy | 1731

industrial revolution

Mass products

Wider market

1900James walter Thompson

This was an early commercial explanation of what we now know as branding

1940Social

Psychological

Anthropological

Consumers buy “the brand” instead of the products

Branding

Brand Awareness

Recognize

Recall

Different conditionsTo

link

BRAND LOGOJINGLES….

Various level of brand awareness

Top- Of- Mind

Aided awareness

Remember Kleenex

Strategic awareness USP ( Unique selling point)

Brand elements

Brand make a history

Type of Brand namestyles

InitialismDescriptiveAlliteration and rhymeEvocativeNeolodismsForeign wordsFounder’s nameGeographyPersonificationPunny

Alliteration and rhyme

Brand Identity

Brand Trust

Brand Parity

Atmospheric effects

Right brain or left brain

Shifting States of Consciousness

Experimental time to virtual time

According to research conducted by Oliver Sacks, humans keep time to music, involuntarily, even when not consciously paying attention to it.

Albert Mehrabian and James A. Russell

PAD Theory

The PAD emotional state model is a psychological model developed by Albert Mehrabian (1997 and after) and James A. Russell to describe and measure emotional states. PAD uses three numerical dimensions to represent all emotions. The PAD (Pleasure, Arousal, Dominance) model has been used to study nonverbal communication such as body language in psychology. It has also been applied to consumer marketing and the construction of animated characters that express emotions in virtual worlds..

a feeling of happiness,enjoyment, or satisfaction

a situation in whichone person or thinghas more influenceor power than any other

a feeling of beingsexually excited

LoudnessKellaris 1993

MoodAlpert 1990

Music preferenceGorn 1982

TempoBrooker 1994

TimeKellaris 1996

VariationKellaris 1996

Down tempo60 90 100 124 130 140

House Deep House Progressive Trans

Persian music