Branding

The means by which names, logos, symbols, trademarks, or product design endow goods or services with a recognizable presence and a set of associated values or expectations on the part of the consumer. Its origins lay in the literal branding of vagabonds with a ‘V’, thieves with a mark on the left cheek, or army deserters with a ‘D’, all with a red-hot poker making the bearers of such brands instantly recognizable to society at large. By the latter part of the 20th century branding could be applied to clothing, cigarettes, cars, food, drinks, ‘new universities’, and many other goods and services. Powerful brand identities range from Levi Strauss denim jeans to Louis Vuitton suitcases, and from Apple computers to Adidas sporting goods. Through the purchase of specific brands such as these consumers are able to associate themselves symbolically with particular lifestyles.