A Brief History of Branding

Marketing discussions often revolve around branding websites, branding content, branding research, and branding events. But what exactly is branding? Let's delve into the definition and origins of this ubiquitous term.

The practice of branding dates back thousands of years, starting with livestock marking to differentiate ownership. Brands were initially marked on cattle using a hot iron to burn a symbol into their skin. This practice can be traced back to the Stone Age, where cave paintings suggest that symbols were drawn on cattle using paint and tar.

With the rise of mass production and shipment of trade goods in the 1820s, producers started burning their marks into crates and cases to distinguish themselves from competitors. The brand became a symbol of quality rather than ownership, with high-quality products commanding a higher price. In 1870, trademark registration became possible to prevent competitors from creating similar products. Brands shifted from promising functional benefits to emotional ones through advertisements using mass media like radio and TV.

Edward Bernays, the nephew of Sigmund Freud, popularized the idea of associating products with ideas to change consumer behavior through his book Propaganda in 1928. Madison Avenue quickly adopted this concept, and by the 1960s, marketers were using mass media to associate brands with emotional benefits. Advertisements showed how using a particular brand would make you more desirable, part of an exclusive club, or even happier.

By the 1980s, global distribution channels and increased consumer choice led companies to focus on building brand recognition rather than just promoting products and services. This allowed companies to build customer loyalty across product lines and provide consumers with a sense of belonging. Apple Computer's iconic 1984 TV ad, showing users breaking free from conformity with Apple computers, marked the start of companies focusing on establishing long-term corporate identity. Corporate branding soon extended to non-profits, political groups, and even personal brands for celebrities.

The internet and social media are driving the next stage of branding evolution. Today's internet-connected consumers want to participate, not just consume. Brands like YouTube and Facebook rely on user involvement to establish their value, while sites like Amazon and Yelp depend on reviewers for content. Although internet-based companies give up some control over their brand image, the loyalty from an actively participating customer base is unparalleled. Viral marketing, SEO, and outsourced delivery offer new ways for organizations to gain visibility and deliver products without significant advertising and infrastructure investments. The future of branding is uncertain, but one thing is for sure, it will be exciting to see what comes next.