ABSTRACT
The concept of branding has grown from its original meaning that was focused in ancient times on marking, signifying, and identifying ownership of property such as cattle, prisoners, and slaves. The branding includes tattooing by South Seas groups to signal personal, familial, and social statuses and conditions. However, as trade developed in modern times, the marketing of commodities became identified with their purveyors and packaged in small units with names on their labels. The technology of branding starts with the object being branded, no matter what it is, and is concerned with what it is and what it does. The product and its distribution dominated the early days of modern branding, and what it is and what it does remain essential to gain the regard of its audiences. The 'Consumer Revolution' of the 1950s brought forth an added concentration on how those audiences think and feel about the brand, highlighting its 'image' and the importance of market segments.
