Displaying items by tag: identity
Friday, 29 April 2011 21:13

Taking your brand beyond your logo


The origin of the term brand comes from brandr, the Norse word for fire. It means to burn the mark of the producer onto the product that they made. The Etruscans, Romans and Greeks used to claim their ownership by stamping their pottery with the visuals of the fish, star or cross. Brand has its roots in cattle ranching and farming, when farmers used to brand the cattle to claim their ownership over a specific herd of cattle. During the industrial revolution, factories seeking to introduce their products to a wider market in which customers were previously familiar only with locally-produced goods began "branding" their products in an effort to increase the consumer's familiarity with their products. Since the industrial revolution, manufacturers have moved beyond the concept of brand as a simple mark or logo and have built personality, such as youthfulness, fun or luxury, into their brand.