Macro Environment of Sony
HISTORY OF BRANDING:
Brands were originally developed as labels of ownership: name, term, design, and symbol. However, today it is what they do for people that matters much more, how they reflect and engage them, how they define their aspiration and enable them to do more. Powerful brands can drive success in competitive and financial markets, and indeed become the organization 's most valuable assets.
In the field of marketing, brands originated in the nineteenth century with the advent of packaged goods. The first registered brand was the red triangle registered by Bass beer, as the British were the first to introduce a law for trade mark registration.
Industrialization moved the production of household items, such as soap, from local communities to centralized factories. When shipping their items, the factories would brand their logotype insignia on the shipping barrels. These factories, generating mass-produced goods, needed to sell their products to a wider range of customers, to a customer base familiar only with local goods, and it turned out that a generic package of soap had difficulty competing with familiar, local products.
The fortunes of many of that era 's brands, such as Uncle Ben 's rice and Kellogg 's breakfast cereal, illustrate the problem. The packaged goods manufacturers needed to convince buyers that they could trust in the non-local, factory product. Campbell soup, Coca-Cola, Juicy Fruit gum, Aunt Jemima, and Quaker Oats, were the first American products to be branded to increase the customer 's familiarity with the products.
In 1879, the U.S. Congress passed a federal trademark statute that was aimed at protecting established trademarks and thus to prevent the defrauding of consumers. The Congress ' actions were struck down by the Supreme Court which cited that trademark protection would unnecessarily interfere with intrastate commerce. In was not until 1917 with the case, Aunt Jemima Mills Co. v. Rigney Co., that American
Brands were originally developed as labels of ownership: name, term, design, and symbol. However, today it is what they do for people that matters much more, how they reflect and engage them, how they define their aspiration and enable them to do more. Powerful brands can drive success in competitive and financial markets, and indeed become the organization 's most valuable assets.
In the field of marketing, brands originated in the nineteenth century with the advent of packaged goods. The first registered brand was the red triangle registered by Bass beer, as the British were the first to introduce a law for trade mark registration.
Industrialization moved the production of household items, such as soap, from local communities to centralized factories. When shipping their items, the factories would brand their logotype insignia on the shipping barrels. These factories, generating mass-produced goods, needed to sell their products to a wider range of customers, to a customer base familiar only with local goods, and it turned out that a generic package of soap had difficulty competing with familiar, local products.
The fortunes of many of that era 's brands, such as Uncle Ben 's rice and Kellogg 's breakfast cereal, illustrate the problem. The packaged goods manufacturers needed to convince buyers that they could trust in the non-local, factory product. Campbell soup, Coca-Cola, Juicy Fruit gum, Aunt Jemima, and Quaker Oats, were the first American products to be branded to increase the customer 's familiarity with the products.
In 1879, the U.S. Congress passed a federal trademark statute that was aimed at protecting established trademarks and thus to prevent the defrauding of consumers. The Congress ' actions were struck down by the Supreme Court which cited that trademark protection would unnecessarily interfere with intrastate commerce. In was not until 1917 with the case, Aunt Jemima Mills Co. v. Rigney Co., that American
Bibliography: • www.managementadvertisement.com • www.asiamarketresearch.com • Wikipedia.org • Philip Kotler & Kevin Lane Kellar- Marketing Management 12th edition. • www.economictimes.co.in • www.hindubusinessonline.com OBJECTIVE: The study was conducted to evaluate “brand image of Marlboro” and to define various branding concepts and its importance in marketing strategy.