{"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":"een-geschiedenis-van-branding","status":"publish","type":"post","link":"https:\/\/www.solopress.com\/blog\/nl\/business-marketing\/a-history-of-branding\/","title":{"rendered":"Een geschiedenis van branding"},"content":{"rendered":"<div id=\"bsf_rt_marker\"><\/div><p><!--more--><br \/>\nBranding is eenvoudigweg een merkteken dat wordt aangebracht om een soort, klasse of eigenaar aan te duiden. Het woord zelf gaat terug tot het Oudnoorse 'brandr', wat branden betekent. In het hedendaagse bedrijfsleven wordt het gezien als een middel dat een bedrijf kan maken of breken, afhankelijk van hoe het wordt gebruikt om bekendheid te cre\u00ebren. Daarnaast helpt merkbekendheid klanten te begrijpen welke specifieke producten of diensten onder die merknaam worden verkocht.<\/p>\n<p>Het idee van merkbegrip kan worden teruggevoerd naar de natuur met de manier waarop bepaalde insecten zoals wespen en bijen gele en zwarte strepen hebben, deze kleuren worden vandaag de dag nog steeds gebruikt om waarschuwingstekens uit te beelden. In het verlengde hiervan waren grotschilderingen, zo'n 32.000 jaar geleden, een andere manier om betekenis te tonen door middel van visuele voorstellingen. Bepaalde vormen werden afgebeeld om diepere betekenissen te geven, net als de logo's van tegenwoordig.<\/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=\"brandijzer\" width=\"600\" height=\"250\" \/><\/p>\n<p>Met een enorme sprong voorwaarts kwam het woord brandmerk rond 2700 voor Christus in gebruik. De oorsprong van brandmerken is veel eenvoudiger dan het moderne equivalent dat voor altijd gehuld is in mysterie. Een eenvoudige manier om bezit te vereenvoudigen en na verloop van tijd begonnen bepaalde 'merken' kwaliteit uit te stralen als ze de voorkeur kregen boven andere merken. Toen het idee om verschillende merken te identificeren met een bepaald merkteken aansloeg, werd het toegepast op een heleboel producten. Zelfs een brood uit de ru\u00efnes van Pompeii had een uniek merkteken op de bovenkant om de bakkerij aan te duiden. Zelfs in 79 na Christus werd de keuze van de consument gestuurd door merkidentiteit.<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=\"bass branding\" width=\"600\" height=\"473\" \/><\/p>\n<p>Hoewel verschillende bedrijven de afgelopen tweeduizend jaar hun stempel hebben gedrukt op de producten, is het pas vrij recent dat het eigendom wettelijk is beschermd. Op 1 januari<sup>st<\/sup> 1876, de rode driehoek die werd gebruikt om vaten Bass Ale aan te duiden werd het eerste offici\u00eble handelsmerk in het Verenigd Koninkrijk en zorgde voor een doorbraak in de hedendaagse zakenwereld.<\/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>Bezit is 'negen tiende van de wet' en het eerste handelsmerk ontketende een revolutie op het gebied van eigendom en merken.<sup>th<\/sup> eeuw begon, werden merken veel meer 'allesomvattend'. De broers achter Michelin publiceerden hun eerste gids voor automobilisten om lange reizen aan te moedigen en de verkoop van banden te stimuleren. De jaren 1950 kenden nog een doorbraak: het klokkenspel van NBC werd het eerste audiomerk. We mogen niet vergeten dat, hoe indrukwekkend dit ook was, de uitspraak wel de deuren opende voor de onvergetelijke beltoon van Nokia... De jury is er nog niet uit of dit iets is om te vieren of niet.<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>De jaren '50 zagen ook een veel intensere wereld van gestroomlijnde branding en concurrentie tussen bedrijven. Dit bleef groeien in de jaren '80, toen de kracht van branding en campagnes werd benadrukt door Nike. In 1987 was Reebok het duidelijk dominante merk als het ging om sportschoenen, totdat Nike kwam met '<a href=\"https:\/\/en.wikipedia.org\/wiki\/Just_Do_It\">Gewoon doen<\/a>en transformeerde de wereld van branding met de simpele toevoeging van 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 simple way to 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