The Power of Brand Names

2488 WordsMay 6, 200910 Pages
The Power of Brand Names Brand names have become a dominant factor in consumer marketing of a myriad of products, ranging from potato chips to refrigerators to tennis shoes. In looking at the historical development of brand names, Coca-Cola® was one of the first nationally recognized brands to come along. The Coca-Cola Company printed its first consumer calendar in 1891. Another early national brand name was Gillette® razor blades. King Gillette invented the first disposable razor blade in 1903 and rapidly set out to tell the world about the benefits of throw-away blades. Vaseline® was first used as a name for petroleum jelly in 1899 and registered as a U.S. Trademark in 1925. Hershey's Kisses®, first registered in 1923, have maintained…show more content…
The beginnings can be traced back to the introduction of the Harlequin frame in 1940. That year, Lord & Taylor, a famous department store in New York City, presented a design award to Altina Sanders for designing an eyeglass frame shaped much like a theatrical harlequin mask. The cat-eye frame sold exclusively in a few New York City fashion boutiques, but set off a craze for upswept frames that was widely copied over the next 30 years. In 1955, American Optical enticed an internationally-recognized dress designer named Madam Schiaparelli to design the first designer frame. It was a rimless mounting sold only in exclusive optical shops. The exclusivity-focused pair of events launched the trend for brand names on frames. Today, hundreds of frame collections carry brand names. Some are well-known designers, some carry names of celebrities, and some even use names connected with motorcycles or athletic shoes. The connection between the name and the product may sometimes seem tenuous, but the brands have been successful. Brand names have dominated the frame market for the past 20 years. • Lenses. It took longer for brand names to impact ophthalmic lenses. Two of the earliest lenses to earn recognizable brand names were introduced nearly 70 years ago. One was Polaroid sunglasses and the other was Ray-Ban sunglasses. Both brands still exist. In the mid-1960's, Corning introduced photochromic glass lenses that became a
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