Know Branding

The Medieval Marketplace and the Sung Dynasty
In the thirteenth century, after a period of commercial decline, the trading industry began to recover. The Magna Carta brought about the deterioration of feudalism, creating a more functional and cultured society. Trade was established between the east and west, craft guilds were formed, and a middle class began to emerge. To control trade, guilds made it mandatory to brand goods with proprietary marks.
The Sung dynasty was an age of Chinese history beginning in 960 and lasting until 1279, this was a hugely rich and technological time in China. During this era, block-printing, paper money and most importantly, a moveable type of printing – with letters arranged for each new page - were created. With over 10,000 characters in their language, printing was still a long process. However these developments paved the way for a variety of early forms of branding, including printed wrappers, signboards and printed advertisements.

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Today.....

Today most companies have carved out their own niche in an increasingly overcrowded market. The internet age has created a culture of instant gratification, leading to a generation of more and more demanding consumers. Companies must create adverts and logos that appeal to this type of audience, taking into account their short attention spans and often disinterested view of advertising. This has led to interactivity, viral marketing and search engine optimization taking centre stage in the modern world of branding.

Corporate branding has expanded to include political parties, charity organizations and even personal brands for celebrities. Socialites and reality TV stars like Kim Kardashian and Paris Hilton have built empires using their own personal brands, encompassing perfume lines, books and clothing ranges.

The internet is involved in all aspects of advertising and marketing; with social media brands like YouTube and Facebook relying on their users to establish their value. The power of the internet can be demonstrated through the fact that the biggest advertising agency right now is none other than Google- the internet’s number one search engine. To ensure they do not fall behind, organizations must now ensure that they gain visibility in both the real and the online world.

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The 1600s to the 1700s

In 1625 in England the first advert appeared in a newspaper, and in 1704 the first American advertisement was published in the Boston Newsletter. These early examples of advertising were mostly simple messages, with many repeating a specific line several times. These are thought of as the predecessors to the modern-day advertising slogan.

Trademarks became standard practice in the 1700’s, as governments realised a system of regulation was needed to encourage development and to advance in science, technology and the arts. This led to the introduction of patent, trademark and copyright laws.

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