review. summary

1. By
Nur Suhaili Ramli
University of York, UK

2.  Branding become important in the last fifteen to twenty years but
historically, it is much more longer than that!
 In the nineteenth century, mass produced goods and hand-marked
goods were much further produced because of the world events; World
War, Industrial Revolution, Suez Canal, World Transport
Revolution, Civil Wars, etc.
 Branding has developed from property and ownership, origin and
content of goods, values and reputations.

3.  Differential developments in packaging and printing technology are
part of modern industrial nationhood, that differentiate countries like
America, Britain, Japan, Germany and others.
 This difference including the different in social, political, economic
contexts of each country.
 Therefore, the evolution of brand in history is much more longer than
expected because of the differences in every part of the world.

4.  According to Mollerup (1997), brand-like marks existed long before
industrialization that include monogram, earmarks, ceramic marks,
hallmarks, watermarks and furniture marks.
 Some of these marks have been traced to Ancient Greece and Rome.
 It also indicate the ownership like people making their weapons or
early craftsmen marking their products.
 It also indicate the origin of goods for example the material used to
produce the product, the way it made, the shape, colours, or craft. E.g
China, Persian, Rome.

5.  Descriptive marks have been subject to detailed elaboration over
time, with rules developing, particular qualities, composition and date
of manufactured.
 The historical emergence of the brand-like marking of goods was
therefore fundamentally related to the expansion of empires.
 Different region in the world has different perspective of marks –
depending on the empire on the time.
 According to Anderson (2000), branding and tattooing were used in
South Asia as way of marking convicts and preventing them escaping
or passing themselves off as indentured labourers.

6.  During this era, attractive design containers created the demand of the
products.
 According to Pavitt (2000), many of successful global brands
established during this era, such as Heinz, Coca-cola, Levi’s, etc.
 The development of packaging was itself a major force in the shift
from local agriculture to corporate food production at the turn of
century.
 The turn of century is again refer to important world events like
Industrial Revolution, World War, Long Depression, Transport
Revolution, etc.
 Therefore, the values around mass-produced brand-name products
that began at this time became connected and established.

7.  During the World War, some industries fallen down and some were
rose like tin, canned food, coal, and many more.
 This had increased the productivity of food industry such as Heinz
brand.
 Transportation like steamship, and trains were popular to deliver
products (goods) in big quantity.
 Many important world events during that time were connected and
factors for a brand to be known.

8.  According to Moor (2007), brand names and trademarks on packaged
goods became central to the ‘Americanization’ by newly arrived
immigrations and existing inhabitants living in rural American.
 Therefore those brand names were often the most familiar and stable
features of a strange new environment.
 People were encourage to buy those brands to show loyalty to the
country.
 Based on this, the brands that made in American has been supported
by their people had made the brands became important.

9.  The creation of the Empire Marketing Board, which was set up in 1926
– part of a broader ‘Empire Free Trade Crusade’ – spent huge amounts
of money on poster and promotion.
 To produce their own forms of imperial propaganda through their
advertising and other marketing techniques.
 According to McClintock (1995), it is clear that the period from the end
of the nineteenth century to the beginning of the Second World War
saw a steady flow and concentrated effort on the part of government.
 Therefore, we can see many tea, biscuit and tobacco companies
displayed various images of national and imperial identity on their
packaging.

10.  Both American and British has different approach – on their brands
strategies.
 In 1930s renewed effort by the British – series of British exhibitions was
displayed and promoted.
 To locate the essence of Britishness in the pre-industrial past.
 In contrast, industrial design in America was developing rapidly during
the interwar years, and taking on increasingly futuristic forms.
 The changes were important to the development of branding which not
only for packaging and advertising but the product itself.

11.  Impact of the Second World War on national economies meant that
American was well placed to exert a considerable influence on the
direction of industrial development.
 Many countries received financial aid from American through Marshall
Plan and some German companies were controlled by American
capital.
 Major Japanese industrialist (e.g. Soichiro Honda, employees of
Matsushita and chairman of Hitachi) visited America to study its
industrial organization and management techniques.
 According to Woodham (1997), many American industrial designers
were invited to spend period of time in Japan.
 American products (goods) became popular and more successful
global brand created from this country.

12.  Anderson, C. (2000), ‘Godna: Inscribing Indian Convicts in the
Nineteenth Century’, in Jane Caplan (ed.) Written on the Body: The
Tattoo in European and American History, London: Reaktion.
 McClintok, A. (1995). Imperial Leather: Race, Gender and Sexuality in
the Colonial Contest, New York and London: Routledge.
 Moor, L. (2007). The rise of brands. Berg.
 Mollerup, P. (1997), Marks of Excellence: The History and Taxonomy of
Trademarks, London: Phaidon.
 Pavitt, J., ed. (2000), Brand New, London: V&A Publications.
 Woodham, J. (1997), Twentieth Century Design, Oxford: OUP.