In 2001 Hislop defined branding as “the process of creating a relationship or a connection between a company’s product and emotional perception of the customer for the purpose of generation segregation among competition and building loyalty among customers.” In 2004 and 2008, Kapferer and Keller respectively defined it as a fulfillment in customer expectations and consistency in customer satisfaction.
The origination of branding can be traced to ancient times, when specialists often put individual trademarks on hand-crafted goods. The branding of farm animals in Egypt in 2700 BC to avoid theft may be considered a form of trademarking. In 1266, English bakers were required by law to put a specific symbol on each product they sold. Branding became more widely used in the 19th century, through the industrial revolution and the development of new professional fields like marketing, manufacturing and business management.
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