University of Karachi

Academic Year - 2023

Department: Karachi University Business School

Name of Assignment: Brand Marketing

Submitted to: Miss Sarah Anjum

Group Members:

Noor ul Ain Mehboob

Rehma Ejaz Sikandar
Akram
 The Evolution of branding through history
Branding is closely linked with people’s desires to be someone noteworthy, both through
possessions and distinctions. Various items may be building blocks of the personal and social
identity and help us feel as if we belong or stand out from certain circumstances. Signals (of
ownership, quality, or origin for example) and symbolism (power and status for example) are
central components of these desires and two of the most fundamental characteristics of brands.

From 7000 – 3000 BCE:

 Branding activities were found in Mesopotamia through archaeological relics.
 Researchers believe that these activities occurred between 7000 and 3000 B.C.
 Sealing practices were a common form of branding.
 Seals added value to commodities and generated demand.

From 2250 – 2000 BCE:

 The Harappan civilization in the Indus Valley used branding practices.
 Seals were intricately designed and decorated with local animals.
 Merchants used these seals to brand their goods.
 Some seals had symbolic purposes, such as portraying a certain image to buyers.

From 1500 – 1000 BCE:

 Around 1500 BCE, Indus Valley and Mesopotamian Civilizations diminished.
 Trade and commerce began to grow in the eastern Mediterranean, particularly in
Cyprus.
 Cyprus became a hub of mining and distributing copper to other nations.
 This is the first documented case of ingredient branding.
 Copper was a valuable component of the Cyprus brand.

From 825 – 336:

 In Ancient Greece, merchants and craftsmen used branding more deliberately to portray
certain imagery.
 Potters decorated their creations with sophisticated designs to entice potential
buyers and demonstrate pride in the product.
 Designs were unique to each craftsman, allowing archaeologists to trace artifacts to
their markers.
 Religions and sex were used more aggressively to sell in this period.
 Greek potters targeted specific market segments both local and foreign, ranging from
Spain to Turkey and other countries surrounding the black sea.
From 618 – 906 AD:
 In the Tang Dynasty, there were government–mandated regulations to safeguard
consumers.
 All products were required by law.
 The agenda may have been driven by the collectivist culture.

From 960 – 1279 AD:

 Brands became increasingly abstract and symbolic.
 Brands started emphasizing symbolic differentiation.
 We began to see more complete brands (Brands with rich messages and symbolic
logos).

From 1426-1566 AD:

 Consumers took on an ever more active role in the branding process.
 There was substantial word–of–mouth promotions of brands by everyday consumers
in this era.
 Consumers became co-creators of brand value.

Brands in the Modern Era:

From 1870- early 1900s:
 Revolution in communication and transportation made distributing consumer goods
easier.
 Packaging grew more important and its role as a differentiator and a signal of
recognition.
 Changes in trademark laws made it easier for brands to establish and protect their
identities.

From 1930s- 1990s:

 Emphasis on branding shifted to the brand image.
 Advertisement agencies grew prominent and influential people.

From 1990s:
 Brands have turned to social causes to cut through the noise.
 It is now more important to know your audience, stay true to core values and delight
customers at every touchpoint.
 Assignment No: 1B

Top 10 Most Valuable Worldwide Brands 2021:

Rank Brand Symbol Country of Band Value

2021 Origin 2021 ($)

1
Amazon United State 683,852 billion

2
Apple United State 611,997 billion

3
Google United State 457,998 billion

4
Microsoft United State 410,271 billion

5
Tencent China 240,931 billion

6
Facebook United State 226,744 billion

7
Alibaba China 196,912 billion

8
Visa United State 191,285 billion

9
McDonald’s United State 154,921 billion

10
MasterCard United State 112,876 billion
Top 10 Most Valuable Worldwide Brands 2022:

Rank Brand Symbol Country of Band Value

2022 Origin 2022 ($)

1 Apple United State 482.22 billion

2 Microsoft United State 278.29 billion

3 Amazon United State 274.82 billion

4 Google United State 251.75 billion

5 Samsung South Korea 87.69 billion

6 Toyota Japan 59.76 billion

7 Coca-Cola United State 57.54 billion

8 Mercedes-Benz Germany 56.1 billion

9 Disney United State 50.33 billion

10 Nike United State 50.29 billion

Top 10 Most Valuable Worldwide Brands 2023:

Rank Brand Symbol Country of Band Value

2022 Origin 2023 ($)

1 Amazon United State 299.28 billion

2 Apple United State 297.51 billion

3 Google United State 281.38 billion

4 Microsoft United State 191.57 billion

5 Walmart United State 113.78 billion

6 Samsung Group South Korea 99.66 billion

7 ICBC China 69.55 billion

8 Verizon United State 67.44 billion

9 Tesla Croatia 66.21 billion

10 Tik Tok China 65.67 billion

References
Burdet, N. (n.d.). Top 10 Most Valuable Global Brands 2021. Retrieved from Kantar:
https://www.kantar.com/inspiration/brands/what-are-the-most-valuable-global-brands-in-2021

Faria, J. (2022, Nov 14). Most valuable brands worldwide in 2022. Retrieved from Statista:
https://www.statista.com/statistics/264826/most-valuable-brands-worldwide-in-2009/

Faria, J. (2023, May 16). Most valuable brands worldwide in 2023. Retrieved from Statista:
https://www.statista.com/statistics/264875/brand-value-of-the-25-most-valuable-brands/