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The brand and its additional value to the products |
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| Release time:2013-12-30 Source:admin Reads: | |
| In accounting, a brand defined as an intangible asset is often the most valuable asset on a corporation's balance sheet. Brand owners manage their brands carefully to create shareholder value, and brand valuation is an important management technique that ascribes a money value to a brand using hangtags, and allows marketing investment to be managed to maximize shareholder value. Although only acquired brands appear on a company's balance sheet, the notion of putting a value on a brand forces marketing leaders to be focused on long term stewardship of the brand and managing for value. Although connected with the history of trademarks and including earlier examples which could be deemed brands in the field of mass-marketing originated in the 19th century with the advent of packaged goods. Industrialization moved the production of many household items, such as soap, from local communities to centralized factories. When shipping their items, the factories would literally brand their logo in hangtags or insignia on the barrels used, extending the meaning of "brand" to that of a trademark. Bass & Company, the British brewery, claims their red-triangle brand as the world's first trademark. Tate & Lyle of Lyle's Golden Syrup makes a similar claim, having been named as Britain's oldest brand, with its green-and-gold packaging having remained almost unchanged Factories established during the Industrial Revolution introduced mass-produced goods and needed to sell their products to a wider market - to customers previously familiar only with locally-produced goods. It quickly became apparent that a generic package of soap had difficulty competing with familiar hangtags. The packaged-goods manufacturers needed to convince the market that the public could place just as much trust in the non-local product. Pears Soap, Campbell soup, Coca-Cola, Juicy Fruit gum, Aunt Jemima, and Quaker Oats were among the first products to be "branded" in an effort to increase the consumer's familiarity with their merits. Many brands of that era, such as Uncle Ben's rice and Kellogg's breakfast cereal furnish illustrations of the problem. |
