Final answer:
The history of branding can be traced back to the Industrial Revolution, where the need for distinctive product identification arose. With the invention of moveable type and mass production, advertising became necessary, leading to the creation of national brands and the use of trademarks. As corporations grew, the importance of protecting brand identity was emphasized, an impact highlighted by Naomi Klein's criticism of corporate branding.
Step-by-step explanation:
The earliest examples of branding in history can be traced back to the start of the Industrial Revolution when increased production necessitated the need to attract buyers through advertising. Before the prevalence of logos and trademarks as we know them today, traveling salesmen played a key role in marketing products like Coca-Cola, Crisco, and Quaker Oats. However, the integrity of brands often became compromised as salesmen would sometimes alter the products for profit, leading to a consumer demand for consistency and authenticity. This need spurred the development of national brands and protected trademarks, ensuring a reliable reputation. The impact of branding took another leap with the advent of technology such as television and graphic design innovations by figures like Paul Rand.
From the 15th century's invention of moveable type, leading to the ability to disseminate information widely, to the sophisticated synergistic advertising practices of the modern era, branding has evolved significantly. The power of branding was such that protecting a brand’s identity and ensuring consistent messaging became paramount for corporations, as pointed out in Naomi Klein’s 1999 text No Logo, which highlighted the consequences of aggressive corporate branding. While some companies, like those selling Pabst's beer, faced challenges due to the independent actions of their salesforce, others were able to grow and protect their brand equity. Today, trademarks like those created for Fanta, signify a product's origin and quality to consumers.