Factors That Contribute to the Structure of Corporate Governance 
Start of Branding
Branding started as “owners mark”, Egypt 1900 BC. It began with the cows.
Who is the region, who is the owners.
Ramsos the second(Faroe, 1400 BC) very good at branding himselve. Branding the Faroe and the region was very very important.
Makers Mark, 100 BC, Branding of Greek Oil, the greeks were very competitive
Coins travel very very far – Branding Alexander and Caesar
Stones – early Danish branding (runestenen)
Branding is – the targetgroup understands that “he’s a great lover”
Branding – small piece of peoples mind.
Branding – identity
Apple standing out (in the beginning – now everyone have apple)
Apple is the averiage thing
It is about differentiation
The perceptions and emotions we attach to it
It is about differentiation – standing out
Early Brands
1866-1899 – Product branding started
Later on Coca cola – the promise of good taste
… His masters voice
Sunlight soup
Branding is also seen as a promise to deliver
A product
A service
And experience
Branding and product marketing
Branding was developed to product marketing
E.g. stand-alone consumer products like Coca Cola
To communicate to consumers to increase sales
Product Branding was based on logos and slogans
Using advetisering to place the producrt in desirable situations and surroundings with the targetgroup
The marketing department has ownership and responsibility
Old Cocacola advertisements – about having fun
IBM was known as a corporate branding
…..
Corporate Branding 1.0
Started out like product branding
Heavy use of graphic deisgn, logos and symbols
COmmunication through campaigning – ads
One-way communication – no dioloque (Just one stakeholder)
Only targeting the customers and the public
Designed by marketing departments
Employees was expected to be supportive
Only relevant for commercial B2C companies
Problem: Huge gap between – who we say we are and who we really are – no employee identification
Branding started as “owners mark”, Egypt 1900 BC. It began with the cows.
Who is the region, who is the owners.
Ramsos the second(Faroe, 1400 BC) very good at branding himselve. Branding the Faroe and the region was very very important.
Makers Mark, 100 BC, Branding of Greek Oil, the greeks were very competitive
Coins travel very very far – Branding Alexander and Caesar
Stones – early Danish branding (runestenen)
Branding is – the targetgroup understands that “he’s a great lover”
Branding – small piece of peoples mind.
Branding – identity
Apple standing out (in the beginning – now everyone have apple)
Apple is the averiage thing
It is about differentiation
The perceptions and emotions we attach to it
It is about differentiation – standing out
Early Brands
1866-1899 – Product branding started
Later on Coca cola – the promise of good taste
… His masters voice
Sunlight soup
Branding is also seen as a promise to deliver
A product
A service
And experience
Branding and product marketing
Branding was developed to product marketing
E.g. stand-alone consumer products like Coca Cola
To communicate to consumers to increase sales
Product Branding was based on logos and slogans
Using advetisering to place the producrt in desirable situations and surroundings with the targetgroup
The marketing department has ownership and responsibility
Old Cocacola advertisements – about having fun
IBM was known as a corporate branding
…..
Corporate Branding 1.0
Started out like product branding
Heavy use of graphic deisgn, logos and symbols
COmmunication through campaigning – ads
One-way communication – no dioloque (Just one stakeholder)
Only targeting the customers and the public
Designed by marketing departments
Employees was expected to be supportive
Only relevant for commercial B2C companies
Problem: Huge gap between – who we say we are and who we really are – no employee identification