The company's brand is often the most valuable asset. And, although intangible, the brand is listed on a company's balance sheet. Companies management their brands by a technique know as brand evaluation. This technique assigns a monetary value to the brand and allows marketing investment to be managed to maximize brand's value. The huge value that many brands demand and potential of any brand to be managed in a way to grow value, encorages marketing leaders to be focused on
long term stewardship of the brand and managing for value.
The word "brand" is often used to the company that is strongly identified with a brand. And, the logo and possibly a trade name usually represent a brand.
The oldest generic brand, in continuous is the herbal paste known as Chyawanprash. This brand dates back to 1100 B.C.E to 500 B.C.E. The Italians used brands in the form of watermarks on paper in the 13th century.
The industrial revolution made brand recognition more important than ever. Mass-produced goods were being sold to a
wider market - and replacing or competing with locally
produced goods. It quickly became apparent that a generic package of
soap had difficulty competing with familiar, local products. And, the manufacturers of mass produced products were faced with the problem of convincing consumers that they could trust mass produced products as much as the local products.
Around 1900, James Walter Thompson published a house ad which many consider to be the birth of trademark advertising and was an early explanation of what we now know as branding. Companies caught on quickly and soon, in addition to logos and trade names, they were seizing slogans, mascots and musical jingles to identify and make their brand recognizable. By the 1940s,
manufacturers understood the way in which consumers were
developing relationships with their brands and began taking advantage of broad brand research among consumers.
Manufacturers were quick to link their brand to emotions such as youthfulness, fun or luxury. And it was a success. Today consumers buy the brand as mush as the product. And, often the bran is worth more than the company. For example in 1988, Kraft was purchased by Phillip Morris for 6 times what the company was worth on paper.
And, that is why many shoppers will be clicking our hunting clothing brands category and shopping by brand. Top hunting gear brands are a powerful force in the retail market and companies continue to spend billions of advertising dollars to make sure your recognize and trust their hunting clothing brand.