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Guinness World Records: Golden Syrup

Bass & Company established pioneering brand marketing techniques in the late 18th century, becoming one of the earliest global brands. In the 19th century, mass production led to widespread branding on packaged goods to differentiate them and build trust with consumers. By the late 19th century, manufacturers recognized that attaching personalities to brands through branding and advertising helped products outsell rivals. This established modern branding practices where consumers buy brands instead of just products.

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34 views

Guinness World Records: Golden Syrup

Bass & Company established pioneering brand marketing techniques in the late 18th century, becoming one of the earliest global brands. In the 19th century, mass production led to widespread branding on packaged goods to differentiate them and build trust with consumers. By the late 19th century, manufacturers recognized that attaching personalities to brands through branding and advertising helped products outsell rivals. This established modern branding practices where consumers buy brands instead of just products.

Uploaded by

Gabi Ionita
Copyright
© © All Rights Reserved
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Some brands still in existence as of 2018 

date from the 17th, 18th and 19th centuries' period of


mass-production. Bass & Company, the British brewery founded in 1777, became a pioneer in
international brand marketing. Many years before 1855 Bass applied a red triangle to casks of its
Pale Ale. In 1876 its red-triangle brand became the first registered trademark issued by the
British government.[48] Guinness World Records recognizes Tate & Lyle (of Lyle's Golden Syrup)
as Britain's, and the world's, oldest branding and packaging, with its green-and-gold packaging
having remained almost unchanged since 1885. [49] Twinings Tea has used the same logo —
capitalized font beneath a lion crest — since 1787, making it the world's oldest in continuous use.
[50][51]

A tin of Lyle's Golden Syrup, first sold in London in 1885. Recognised by Guinness World Records as
having the world's oldest branding and packaging. [52]

A characteristic feature of 19th-century mass-marketing was the widespread use of branding,


originating with the advent of packaged goods.[14] Industrialization moved the production of many
household items, such as soap, from local communities to centralized factories. When shipping
their items, the factories would literally brand their logo or company insignia on the barrels used,
effectively using a corporate trademark as a quasi-brand. [53]
Factories established following the Industrial Revolution introduced mass-produced goods and
needed to sell their products to a wider market – that is, to customers previously familiar only
with locally produced goods.[54] It became apparent that a generic package of soap had difficulty
competing with familiar, local products. Packaged-goods manufacturers needed to convince the
market that the public could place just as much trust in the non-local product. Gradually,
manufacturers began using personal identifiers to differentiate their goods from generic products
on the market. Marketers generally began to realize that brands, to which personalities were
attached, outsold rival brands.[55] By the 1880s large manufacturers had learned to imbue their
brands' identity with personality traits such as youthfulness, fun, sex appeal, luxury or the "cool"
factor. This began the modern practice now known as branding, where the consumers buy the
brand instead of the product and rely on the brand name instead of a retailer's recommendation.
The process of giving a brand "human" characteristics represented, at least in part, a response to
consumer concerns about mass-produced goods.[56] The Quaker Oats Company began using the
image of the Quaker man in place of a trademark from the late 1870s, with great success.
[57]
 Pears' soap, Campbell's soup, Coca-Cola, Juicy Fruit chewing gum and Aunt Jemima pancake
mix were also among the first products to be "branded" in an effort to increase the consumer's
familiarity with the product's merits. Other brands which date from that era, such as Uncle
Ben's rice and Kellogg's breakfast cereal, furnish illustrations of the trend.
The Quaker Company was one of the earliest to use a character on its packaging, branding, and
advertising. Pictured: The Quaker Man, c. 1900

By the early 1900s, trade-press publications, advertising agencies and advertising experts began


producing books and pamphlets exhorting manufacturers to bypass retailers and to advertise
directly to consumers with strongly branded messages. Around 1900, advertising guru James
Walter Thompson published a housing advertisement explaining trademark advertising. This was
an early commercial explanation of what scholars now recognize as modern branding and the
beginnings of brand management.[58] This trend continued to the 1980s, and as of 2018 is
quantified in concepts such as brand value and brand equity.[citation needed] Naomi Klein has described
this development as "brand equity mania". [59] In 1988, for example, Philip
Morris purchased Kraft for six times what the company was worth on paper. Business analysts
reported that what they really purchased was the brand name.
With the rise of mass media in the early 20th century, companies adopted techniques that
allowed their messages to stand out. Slogans, mascots, and jingles began to appear on radio in
the 1920s and in early television broadcasting in the 1930s. Soap manufacturers sponsored
many of the earliest radio-drama series, and the genre became known as soap opera.[60]
By the 1940s manufacturers began to recognize the way in which consumers had started to
develop relationships with their brands in a social/psychological/anthropological sense.
[61]
 Advertisers began to use motivational research and consumer research to gather insights into
consumer purchasing. Strong branded campaigns for Chrysler and Exxon/Esso, using insights
drawn from research into psychology and cultural anthropology, led to some of the most enduring
campaigns of the 20th-century.[62] Brand advertisers began to imbue goods and services with a
personality, based on the insight that consumers searched for brands with personalities that
matched their own.[63]

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