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Brand Management Saxo Bank Apendix

Brand Management Saxo Bank Apendix

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Published by Urielac
BRAND MANAGEMENT PROCESS
Design Brand Experiences to Maximize Shareholder Value
Case: SAXO BANK
Uriel Alvarado Cancino
Frederik Güldner Kolenda
Advisor: Richard Jones
Secondary Advisor: Larry Light
November 2007

Banks in general are as such a very old phenomenon, that dates back to the ancient world, where gold in shape of plates were stored in temples, as these were believed to be the safest place to store valuable goods at a time around the 18th century BC. This was the first known evidence of the activity that is today better known as banking. Further evidence of trading dates back to the
ancient Greece, where financial transactions like money exchange and even credit were conducted. In return for money a moneylender would write a credit note in one port and the client could then cash it in another port, saving the client the danger of traveling with coins. The ancient Rome adopted and improved on this financial system by introducing greater administration
as well as charging interest on loan and paying interest to the moneylenders. Along with the fall of the Roman Empire, collapsed the trading, making bankers less necessary than before. The Christian church hastened their demise by its hostility towards the charging of interests. The church prohibited this kind of usury as it was seen as immoral. However as the economic activity expanded, and the Christian Church´s power increased, the papacy were the first to insist that interest should be paid on loans related to a risk. Following this shift in the Churchs policy regarding usury, it became more acceptable to be a financier and the development of the financial system took pace.

The Origin of Brand Advertising In the last decades of the 19th century and the beginning of the 20th, manufacturers started making use of advertising and representatives in order to avoid the power of the wholesale traders 12.
One of the first advertising agencies was founded in New York in 1864 as Carlton and Smith, an advertising broker buying and selling space in the popular religious journals of the nineteenth century, the firm was purchased and renamed by James Walter Thompson in 1878.

It is said that as early as 1874 William Hesketh Lever, one of the founders of Unilever, began advertising and selling a soap called Lever’s Pure Honey in Europe14. Similarly in the US five years later (1879), Harley Procter, one of the founders of Procter and Gamble (P&G), branded a white soap with the name “ivory”. Ivory’s ad from 1881 is one of the earliest copy ads identified
today. This ad from P&G highlighted the attributes and functional benefits of the product. Stating that the “ivory soap” “floated” and that it was “99 44/100% pure,” a dual claim which today is one of the oldest and most famous ad slogans ever.

Another good example of one of the first copy ads ever is the first Coca-Cola ad from around 1886: COCA-COLA SYRUP AND EXTRACT For Soda Water and other Carbonated Beverages. This Intellectual Beverage and Temperance Drink contains the valuable Tonic and Nerve Stimulant properties of the Coca plant and cola (or Kola) nuts, and makes not only a delicious, exhilarating, refreshing and invigorating Beverage (dispensed from the soda water fountain or in other carbonated beverages), but a valuable Brain Tonic and cure for all nerve affections Sick Head-Ache, Neuralgia, Hysteria, Melancholy, etc. The peculiar flavor of COCA-COLA delights every palate.

This early ad already attempts to identify Coca-Cola with a personality: “Intellectual Beverage”; with emotions “Temperance Drink”; functions “delicious, refreshing, brain tonic and cure for all nerve affections” and emotional benefits “exhilarating, invigorating beverage”.

Through this example we can see that “branding” was ahead in the business world compared to its academic development already from before the 20th century....
BRAND MANAGEMENT PROCESS
Design Brand Experiences to Maximize Shareholder Value
Case: SAXO BANK
Uriel Alvarado Cancino
Frederik Güldner Kolenda
Advisor: Richard Jones
Secondary Advisor: Larry Light
November 2007

Banks in general are as such a very old phenomenon, that dates back to the ancient world, where gold in shape of plates were stored in temples, as these were believed to be the safest place to store valuable goods at a time around the 18th century BC. This was the first known evidence of the activity that is today better known as banking. Further evidence of trading dates back to the
ancient Greece, where financial transactions like money exchange and even credit were conducted. In return for money a moneylender would write a credit note in one port and the client could then cash it in another port, saving the client the danger of traveling with coins. The ancient Rome adopted and improved on this financial system by introducing greater administration
as well as charging interest on loan and paying interest to the moneylenders. Along with the fall of the Roman Empire, collapsed the trading, making bankers less necessary than before. The Christian church hastened their demise by its hostility towards the charging of interests. The church prohibited this kind of usury as it was seen as immoral. However as the economic activity expanded, and the Christian Church´s power increased, the papacy were the first to insist that interest should be paid on loans related to a risk. Following this shift in the Churchs policy regarding usury, it became more acceptable to be a financier and the development of the financial system took pace.

The Origin of Brand Advertising In the last decades of the 19th century and the beginning of the 20th, manufacturers started making use of advertising and representatives in order to avoid the power of the wholesale traders 12.
One of the first advertising agencies was founded in New York in 1864 as Carlton and Smith, an advertising broker buying and selling space in the popular religious journals of the nineteenth century, the firm was purchased and renamed by James Walter Thompson in 1878.

It is said that as early as 1874 William Hesketh Lever, one of the founders of Unilever, began advertising and selling a soap called Lever’s Pure Honey in Europe14. Similarly in the US five years later (1879), Harley Procter, one of the founders of Procter and Gamble (P&G), branded a white soap with the name “ivory”. Ivory’s ad from 1881 is one of the earliest copy ads identified
today. This ad from P&G highlighted the attributes and functional benefits of the product. Stating that the “ivory soap” “floated” and that it was “99 44/100% pure,” a dual claim which today is one of the oldest and most famous ad slogans ever.

Another good example of one of the first copy ads ever is the first Coca-Cola ad from around 1886: COCA-COLA SYRUP AND EXTRACT For Soda Water and other Carbonated Beverages. This Intellectual Beverage and Temperance Drink contains the valuable Tonic and Nerve Stimulant properties of the Coca plant and cola (or Kola) nuts, and makes not only a delicious, exhilarating, refreshing and invigorating Beverage (dispensed from the soda water fountain or in other carbonated beverages), but a valuable Brain Tonic and cure for all nerve affections Sick Head-Ache, Neuralgia, Hysteria, Melancholy, etc. The peculiar flavor of COCA-COLA delights every palate.

This early ad already attempts to identify Coca-Cola with a personality: “Intellectual Beverage”; with emotions “Temperance Drink”; functions “delicious, refreshing, brain tonic and cure for all nerve affections” and emotional benefits “exhilarating, invigorating beverage”.

Through this example we can see that “branding” was ahead in the business world compared to its academic development already from before the 20th century....

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Published by: Urielac on Feb 01, 2009
Copyright:Attribution Non-commercial

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12/14/2012

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Copenhagen Business SchoolIMM International Marketing Management
BRAND MANAGEMENT PROCESS
APPENDIXUriel Alvarado CancinoFrederik Güldner KolendaAdvisor: Richard JonesSecondary Advisor: Larry LightNovember 2007
 
 TABLE OF CONTENTS
1. History of the Financial Service Industry
 3 2. Historical Background of Marketing and Brand Management 
 3
................................................................................The Origin of Branding 
..................................................Branding during the Industrial Economy 
.................................................................The Origin of Brand Advertising 
...............................................................The Origin of Brand Management 
.......................................................The Origin of the Marketing Concept 
10 ..................Marketing Communication, Positioning and Differentiation 
 3. Inte rview List 
-
 
1. History of the Financial Service Industry 
Banks in general are as such a very old phenomenon, that dates back to the ancient world, wheregold in shape of plates were stored in temples, as these were believed to be the safest place tostore valuable goods at a time around the 18
th
century BC. This was the first known evidence of the activity that is today better known as banking. Further evidence of trading dates back to theancient Greece, where financial transactions like money exchange and even credit were con-ducted. In return for money a moneylender would write a credit note in one port and the clientcould then cash it in another port, saving the client the danger of traveling with coins. The an-cient Rome adopted and improved on this financial system by introducing greater administrationas well as charging interest on loan and paying interest to the moneylenders. Along with the fallof the Roman Empire, collapsed the trading, making bankers less necessary than before. TheChristian church hastened their demise by its hostility towards the charging of interests. Thechurch prohibited this kind of usury as it was seen as immoral. However as the economic activityexpanded, and the Christian Church´s power increased, the papacy were the first to insist thatinterest should be paid on loans related to a risk. Following this shift in the Churchs policy re-garding usury, it became more acceptable to be a financier and the development of the financialsystem took pace
17
.
2. Historical Background of Marketing and Brand Management
The Origin of Branding
Branding started in Sweden in the middle age (476-1492) when the ruling economy was theagrarian and commodities were extracted from the natural world: animal, mineral, vegetables,etc. A brand was the action of burning a symbol into the flesh of a Norse in order to signify own-ership of the animal
1
. Entomology tells us that the word “brand” is a degenerate of the old Norseword “brandr”. The Vikings may have spread the word “brandr” in England, where it was even-
1
Larry Light meeting Connecticut 2006[Origin: bef. 950; ME, OE: burning, a burning piece of wood, torch, sword;c. D brand, G Brand, ON brandr; akin to burn
1
]

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