{"id":31946,"date":"2015-11-02T15:49:52","date_gmt":"2015-11-02T15:49:52","guid":{"rendered":"https:\/\/www.solopress.com\/blog\/?p=31946"},"modified":"2019-06-26T08:31:43","modified_gmt":"2019-06-26T07:31:43","slug":"en-historie-om-branding","status":"publish","type":"post","link":"https:\/\/www.solopress.com\/blog\/da\/business-marketing\/a-history-of-branding\/","title":{"rendered":"En historie om branding"},"content":{"rendered":"<div id=\"bsf_rt_marker\"><\/div><p><!--more--><br \/>\nBranding er ganske enkelt et m\u00e6rke, der er lavet for at angive en slags, en kvalitet eller et ejerskab. Selve ordet stammer fra det oldnordiske 'brandr', som betyder at br\u00e6nde. I nutidens virksomheder ses det som et v\u00e6rkt\u00f8j, der kan skabe eller \u00f8del\u00e6gge en virksomhed, afh\u00e6ngigt af hvordan det bruges til at skabe opm\u00e6rksomhed. Derudover hj\u00e6lper brand awareness kunderne med at forst\u00e5, hvilke bestemte produkter eller tjenester der s\u00e6lges under det p\u00e5g\u00e6ldende brandnavn.<\/p>\n<p>Ideen om brandforst\u00e5else kan spores tilbage til naturen med den m\u00e5de, hvorp\u00e5 visse insekter som hvepse og bier har gule og sorte striber, og disse farver bruges stadig i dag til at skildre tegn p\u00e5 forsigtighed. For ca. 32.000 \u00e5r siden var hulemalerier en anden m\u00e5de at vise mening p\u00e5 gennem visuelle fremstillinger. Visse former blev afbildet for at give en dybere mening, lidt ligesom nutidens logoer.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-31948\" src=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2015\/11\/branding-iron.jpg\" alt=\"Br\u00e6ndejern\" width=\"600\" height=\"250\" \/><\/p>\n<p>Med et k\u00e6mpe spring fremad kom ordet brand i brug omkring 2.700 f.Kr. Brandingens oprindelse er meget enklere end den moderne tids \u00e6kvivalent, der for altid er indhyllet i mystik, kv\u00e6g blev m\u00e6rket for at signalere ejerskab. En enkel m\u00e5de at forenkle besiddelse p\u00e5, og med tiden begyndte visse \"m\u00e6rker\" at betyde kvalitet, n\u00e5r de blev foretrukket frem for andre. Da ideen om at identificere forskellige fabrikater med et bestemt m\u00e6rke vandt indpas, blev det anvendt p\u00e5 en lang r\u00e6kke produkter. Selv et br\u00f8d, der blev fundet i Pompejis ruiner, havde et unikt m\u00e6rke p\u00e5 toppen for at vise, at det var fra et bageri, og selv i \u00e5r 79 e.Kr. blev forbrugernes valg styret af brandidentitet.<img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-31949\" src=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2015\/11\/bass-branding.jpg\" alt=\"Bas-branding\" width=\"600\" height=\"473\" \/><\/p>\n<p>Selvom forskellige virksomheder har sat deres pr\u00e6g p\u00e5 produkterne i de sidste to tusinde \u00e5r, er det f\u00f8rst for nylig, at ejerskabet er blevet beskyttet med nogen form for juridisk status. Den 1. januar<sup>st<\/sup> I 1876 blev den r\u00f8de trekant, der blev brugt til at betegne t\u00f8nder med Bass Ale, det f\u00f8rste officielle varem\u00e6rke i Storbritannien og fik et stort gennembrud for erhvervslivet, som det kendes i dag.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-31950\" src=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2015\/11\/nbcaudiobranding.jpg\" alt=\"nbc audio branding\" width=\"600\" height=\"395\" \/><\/p>\n<p>Da besiddelse som bekendt er \"ni tiendedele af loven\", udl\u00f8ste det f\u00f8rste varem\u00e6rke en revolution inden for ejerskab og branding, da de 20<sup>th<\/sup> \u00e5rhundrede begyndte at gry, blev m\u00e6rker meget mere 'altomfattende'. Br\u00f8drene bag Michelin udgav deres f\u00f8rste guide til bilister for at opmuntre til lange rejser og \u00f8ge salget af d\u00e6k. I 1950'erne kom der endnu et gennembrud, da NBC-klokkespillet blev det f\u00f8rste lydvarem\u00e6rke, og det m\u00e5 ikke glemmes, at hvor imponerende en bedrift det end var, s\u00e5 \u00e5bnede afg\u00f8relsen d\u00f8rene for den uforglemmelige Nokia-ringetone... Det er stadig uvist, om det er noget, der skal fejres eller ej.<img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-31951\" src=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2015\/11\/dom-joly.jpg\" alt=\"dom-joly nokia branding\" width=\"600\" height=\"228\" \/><\/p>\n<p>I 50'erne oplevede man ogs\u00e5 en langt mere intens verden med str\u00f8mlinet branding og konkurrence mellem virksomheder, og dette fortsatte med at vokse i 80'erne, hvor branding og kampagner blev fremh\u00e6vet af Nike. I 1987 var Reebok det klart dominerende m\u00e6rke, n\u00e5r det gjaldt kondisko, indtil Nike kom p\u00e5 banen med '<a href=\"https:\/\/en.wikipedia.org\/wiki\/Just_Do_It\">Bare g\u00f8r det<\/a>' og forandrede brandingverdenen med en simpel tilf\u00f8jelse af attitude.<\/p>","protected":false},"excerpt":{"rendered":"","protected":false},"author":23,"featured_media":31953,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[547],"tags":[890],"class_list":{"0":"post-31946","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-business-marketing","8":"tag-branding"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>A History of Branding | Solopress<\/title>\n<meta name=\"description\" content=\"From a 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