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Brand

A brand is a symbol, design, name or term as defined by the American Marketing Association, kept for a product which enables it to distinguish it from other products. A brand can have many forms like sign, symbol, slogan, name or a particular color combination.  A brand affects the personality of a company, product or service.

 

History

 

Brand, the word comes from a word, called “Old Norse Brandr” which means "to burn". This further implies that earlier or in previous time, people use to burn their marks on products as a way to identify products.  In 1200s, brand was first used by Italians as a way to form watermarks on paper. Some of the oldest brands in the food industry are Lyle’s Golden Syrup, which is Britain’s oldest brand.  British Brewery had the world’s first trademark in the form of a red triangle.

 

During the time of Industrial Revolution, factories came up with mass produced goods to be able to sell them to a wider market, where customers were already known to the locally produced goods. To be able to differentiate the locally produced good to the mass produced goods, need arose to label the products for better differentiation and during that time Quaker Oats, Coca-Cola, Campbell Soup, Juicy Fruit Jam, Kellog’s Breakfast, and Uncle Ben’s rice were the few first companies to come up with their brands.

 

Concepts in Brand

 

Brand Awareness :  This refers to a concept where a buyer is able to recall a particular product under different circumstances and link to its slogan, brand, or logo.

 

Brand Elements: A brand element consists of a product’s name, shape, log, slogan or tagline, color, movement, graphics, taste, and smells.

 

Global Brand:  A global brand is a brand of product or service that has created its name and become popular across the globe. For example, Apple, Sony, Facebook, McDonalds, Dominos, and many more such brands.

 

Type of Brand Names

 

Descriptive: Names that describe the product features in a short sentence or few words, for example, Airbus or Whole Foods.

 

Initialisation: Name having initials only like IBM or UPS

 

Evocative: Names that help in creating an image when heard, seen or spoken, like Crest or Amazon.

 

Alliteration and Rhyme: Brand names with rhyming words. Dunking Donuts or Reese’s Pieces.

 

Foreign Word: Name taken from foreign language like Hitachi, Sansui, or Samsung.

 

Personification: Names taken from myths, like Betty Crocker.

 

Founder’s name: Names kept on the first or the last name of the founder of the company, like Disney’s.

 

Geography: Name based on a location, region or landmarks, like Fuji film or Cisco.

 

Some Popular Food Brands in the World

 

Baked Goods

 

McVities

Danish

Hovis

Nabisco

 

Cookies

 

Arnott

Fox’s Biscuits

Burtons

Cadbury Snack

Double Take

 

Crackers

 

Jacobs Cream Crackers

Ritz

Mini Cheaders

 

Break Fast Cereals

 

Kellogg’s

Quacker Oats

Chex

Nestle

General Mills

 

Cakes

 

Dunkin Donuts

Cadbury’s

Krispy kreme

Mcvities

Betty Crocker

 

Diary

 

Chivers

Palmetto Cheese

Country Dale Milk

Frozen Foods

The Halal Pie Company

Cauldron

 

Ice Creams and Chilled Desserts

 

Cremosa

Magnum

Solero

Ben & Jerry’s

Muller Rice

Jam and Honey

Hartley

Sun-Pat

TipTree

 

Pickles, Vinegar, and Sauces

 

Heinz

Loyd Grossman

Branston

Beerenburg Farm.

 

Ready Meals

 

Waistline

Weight Watchers

Heinz

 

Seafood

 

Jack’s Catch