COMM 287 Lecture Notes - Lecture 2: Sut Jhally, Generic Brand, Bruce Fairchild Barton
Document Summary
1923 barton said, advertising mean to help corps find their soul (corporate consciousness, known as brand identity, the entire image of a company) 1938 reason american economy had yet to recovery, america forgot the importance of making things. 1980s companies were too powerful, owned too much, rival manufacturers surface for market share (products made overseas) produce brands not products. Second half of 19th century, had more to do with advertising than branding as we know it. 1980s corporate logos, competitive branding, ads spoke directly to potencial consumers. 1988 phillip morris bought kraft for . 6 billion dollars (more than its worth) Ads and branding added value (brand equality mania of the 1980s) dollar value was given to something abstract (the brand name) led to more spending in advertising. Led to a renewed interst in brand identities, pushing the envelop in sponsorship deals, near areas to extend the brand (almost nothing left untouched)
