Sejarah Branding yang Membuat Anda Terpesona

Summary

In this engaging talk, Tika Gilang dives into the fascinating history of branding, tracing its roots back to 2000 BC where brands served as ownership marks for livestock and craftsmen. The discussion highlights the evolution of branding from a simple identifier to a complex tool for consumer expression and community building. Key milestones include the 1970s when branding became a distinct industry, the 1990s focus on brand identity and consumer relationships, and the turn of the millennium embracing brand communities and cultural significance. The talk underscores the emotional touchpoints that keep brands relatable and the importance of nurturing brand communities for consumer loyalty.

Takeaways

• 📝 The concept of branding dates back to ancient civilizations, with the earliest forms of branding used as marks of ownership around 2000 BC.
• 📱 Branding initially served as a means to identify livestock and craftsmanship, distinguishing one person's animals or handiwork from another's.
• 📚 In ancient Egypt, branding was evident in various handcrafted items, with logos indicating the family or origin of the product.
• 💵 As civilizations evolved, so did the function of branding. By the 19th century, branding became part of business activities, with merchants, factories, and service providers recognizing its importance.
• 💲 The 1970s marked the beginning of the brand industry and advertising era, particularly in the West, although the history in Indonesia might differ.
• 💻 The term 'brand' originates from the Old Norse word 'brandr', meaning to burn, which was a practice used during the Viking era to mark livestock.
• 💷 Modern branding is not just about differentiation; it's about maintaining a brand's relevance and emotional connection with consumers.
• 📖 The development of brand management as a discipline has been systematically documented, with significant milestones from 1985 to 2000 outlined in the 'Taxonomy of Brand Management'.
• 📗 In the mid-1990s, branding started to focus on identity, suggesting that a brand should have a character to help consumers express themselves through their choices.
• 📐 The concept of 'brand personality' was introduced in the 1990s, emphasizing the importance of brands having distinct personalities to resonate with consumers.
• 📙 By the late 1990s and early 2000s, the focus shifted towards consumer-brand relationships and the importance of community, recognizing that a brand's success is built and maintained together with its consumers.

Q & A

What is the earliest known use of branding?

The earliest known use of branding dates back to around 2000 BC, where it was used as a mark of ownership on cattle to distinguish one person's livestock from another's.

How were brands used in ancient civilizations like Egypt?

In ancient Egypt, brands were used to mark handmade crafts with logos, allowing people to identify the family or artisan who made the product.

What significant change occurred in the branding industry during the 1960s?

During the 1960s, brands began to be seen as part of marketing activities, with an understanding that they had economic value and could differentiate products and services from different companies.

What is the term 'branding' derived from?

The term 'branding' is derived from the Old Norse word 'brandr', which means 'to burn'. It was used to describe the practice of burning marks onto cattle during the Viking era.

According to Robert Jones, what is the connection between the act of burning and branding?

Robert Jones suggests that the connection between burning and branding is about maintaining the flame of a brand, ensuring that it stays alive and relevant.

What does the 'brand personality' theory propose?

The 'brand personality' theory, proposed by Jane Ecker, suggests that brands should have their own distinct character to help consumers relate to them emotionally.

What was the focus of branding discussions in the mid-1990s?

In the mid-1990s, branding discussions focused on the identity of the brand and how it could be used as a tool for consumers to express themselves.

What is the significance of the 'consumer-brand relationship' concept introduced in the 1990s?

The 'consumer-brand relationship' concept emphasized that brands should not just be differentiators but should also focus on their relationship with consumers, understanding how brands are perceived and valued in consumers' lives.

How did the understanding of branding evolve from the 1980s to the 2000s?

From the 1980s to the 2000s, the understanding of branding evolved from seeing it as an economic entity and differentiator to considering it as part of the culture, with discussions on brand communities and the importance of brand loyalty and consumer engagement.

What is the 'taxonomy of brand management' mentioned in the script?

The 'taxonomy of brand management' is a summary of the history of brand management, compiled by Heading Nudge in 2015, which outlines the development of branding from 1985 to 2000.

What is the role of communities in modern branding as discussed in the script?

In modern branding, communities play a crucial role as they help build and maintain the brand together, fostering loyalty and engagement among consumers.