By Liz Moor
The increase of manufacturers -- the emblem in heritage -- manufacturers, tradition and economic climate -- Branded areas -- highbrow and other kinds of estate -- nationwide manufacturers and worldwide manufacturers -- end
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Extra info for The Rise of Brands
Sample text
Olins was a co-founder of Wolff Olins, initially a design consultancy specialising in corporate identity, but now one of the world’s largest brand consultancies. In many ways these texts were ahead of their time, for the corporate identity industry did not start to grow significantly until the sharp rise in corporate mergers in the 1980s. Yet even in the 1960s there were good reasons for corporations to be concerned about communications management; the increasing globalization of trade, the growing number and power of multinational corporations, the broader social and economic context of post-war trade and, in many European countries, the decline of Empire all had a significant impact upon the context in which trade took place.
After the Second World War even major design advocates like Nikolaus Pevsner conceded that design debates were Brands 3/9/07 8:59 am Page 29 The Brand in History 29 largely meaningless without radical social change and a government commitment to slum-clearance, rehousing and improved standards of environmental planning (Woodham 1997: 117). Nonetheless, the Council of Industrial Design (later renamed the Design Council) was established in 1944, and in 1946 it put on the ‘Britain Can Make It’ exhibition, to show manufacturers, retailers, the public and foreign buyers that Britain was intending to take design seriously in the post-war period (Sparke 1986; Maguire and Woodham 1997).
Despite the lack of an agreed mechanism during this period for measuring and quantifying the value of brands, the perception that brands were valuable was clear, perhaps most obviously in the ‘huge gap between the tangible assets and the market capitalization of many brand-based companies’ (Batchelor 1998: 98). At the beginning of the 1980s, tangible assets (such a company’s equipment or factories) represented by far the greatest proportion of the amount bid for companies, but by the end of the 1980s they only represented 30 per cent of this amount, with intangible assets – usually in the form of brand names – representing the larger share (Batchelor 1998).