The Ancient History of Proto-Brands. When did it all begin?
Brands. Branding. We hear the importance of it, and top companies use innovative strategies and loads of money to build their brand reputation in today's noisy world.?
Two primary roles of a brand are said to be,
But when did the discipline of branding come into the picture and become an essential part of the marketing vertical??
The Trend of Brands.?
The first Journal of Marketing article on the topic of “brand” can be traced back to H.D. Wolfe’s 1942 “Techniques of Appraising Brand Preference and Brand Consciousness by Consumer Interviewing.”
Brand and branding articles appeared in the top three consumer behavior journals (Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research) from 1942 to 1969.
As an essential topic of study in marketing, branding started in earnest in the 1970s.?
But is this where it all began?
The way of Ancient Brands
Brands pre-20th century and far back in history used creative design and identities for many purposes rather than being limited to only recognition and attraction of the target audience. For this reason, they are called proto-brands. Here are some examples from different periods.?
Early Bronze IV: 2250 – 2000 BCE - The Indus Valley?
Hundreds of square seals with animal figures, used as trademarks, were found at Mohenjo-Daro, Harappa, and Lothal. The seals found at Lothal were attached to jars, baskets, or other containers.
According to UCLA Indianologist Stanley Wolpert, the magnificent seals of tigers, Brahma bulls, elephants, and other Indian animals were “probably made for merchants who used them to 'brand' their wares.”
The seals indeed contain the essential information requirements of all modern-day brands; information regarding quality and origin and details of the values for logistical marketing functions.?
The use of imagery seems much less prevalent; for that reason, these seals can be considered proto-brand.?
The Middle Bronze Age: 2000-1500 BCE- Shang China?
The Shang organized their realm based on towns settled by Zu. Zu or lineage groups were the basis for occupational units.?
These Zu had crests with names like pottery, flag, cooking pot, wine vessels, etc., - which reflected their clan's work of service or products they held as jobs or delivered.?
The Zu crests could convey basic information regarding the origin and quality, but because of the small-scale, limited distribution and usage of the products. Zu Crests can be considered a proto-brand.?
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The Late Bronze Age: 1500-1000 BCE - Cyprus?
The supernatural King of Tyre, the Melqart- priests of Gades exercised immeasurable control over the Ibero-Phoenician business.
Melqart and his disciples inspired not only large-scale silver mining and iron working but writing, building construction, pottery-making, and luxury items.?
On the other hand, the Iberian pottery industry, which instead of a household skill, became a mass-production trade after 650 BCE.?
The brand of Melquart reflects the central informational qualities of a brand (quality, origin) while also utilizing images in a powerful combination to show power or status and value. The rise of Iberian culture in direct proportion to the partaking of the Melquart brand shows evidence of that power and value.
The Iron Age: Greece: 825-336 BCE
The political situation of iron-age Greece allowed an entrepreneurial culture to flourish. It was supportive of the efforts of entrepreneurs to distinguish themselves from one another using more modern branding tactics.?
Branding became used more consciously to distinguish between entrepreneurs, and, as such, the use of imagery in branding began to thrive.
As early as the seventh century BCE, the potters of Euboea began to label their work, and the practice spread to Athens and Corinth in the following century.?
Not only were images used to invoke power and represent value, but also to foray into using imagery to sell—the very definition of brand identity.?
Modern - The 20th Century
A central new concept in the marketing literature on brands involved brand personality.
Coco-Cola is a prime example of the usage of this attribute. Though their logo was made at literally $0, their branding efforts focused on ads that prevailed to the trend, the year, and the attitude of their target audience.
The personality phenomenon could have only occurred starting at the end of the 19th century and into the 20th century due to the media (T.V., radio, print advertising, etc.), which allowed for the influence required for such a phenomenon to occur.?
The habit of brand discrimination got established by advertising. Brand personality – the most recent addition to the characteristics of brands – could not have been a component before this period.?
Conclusion
From this, it is clear that branding has existed for about 4000 years, just not the exact way we do or have now, but it did exist. The difference is that use cases of brand imagery advanced over time, and the brand personality element, now a prime factor and the norm, became a game-changer due to the advancement of technology and the strategic ability to influence the audience.?
This article shows the significance of creative designs, brand elements, and the purpose of branding. Next time, when someone says designing is a waste of time and branding doesn't do much for a company. Let them know the designs embody the brand ideology, and branding helps create presence and identities that will stand the test of time.