Brand (pronounced brand)
(1) The
kind, grade, or make of a product or service, as indicated by a stamp,
trademark, or such.
(2) A
mark made by burning or otherwise, to indicate kind, grade, make, ownership (of
both objects and certain animals) etc.
(3) A
mark formerly put upon slaves or criminals, made on the skin with a hot iron.
(4) Any
mark of disgrace; stigma.
(5) A
kind or variety of something distinguished by some distinctive characteristic.
(6) A
set of distinctive characteristics that establish a recognizable image or
identity for a person or thing.
(7) A
conflagration; a flame. A burning or
partly burned piece of wood (now rare except regionally although the idea of
brand as “a flaming torch” still exists as a poetic device). In the north of England & Scotland, a
brand is a torch used for signalling.
(8) A sword
(archaic except as a literary or poetic device).
(9) In
botany, a fungal disease of garden plants characterized by brown spots on the
leaves, caused by the rust fungus Puccinia arenariae
(10) A
male given name (the feminine name Brenda was of Scottish origin and was from
the Old Norse brandr (literally “sword”
or “torch”).
(11) To
label or mark with or as if with a brand.
(12) To
mark with disgrace or infamy; to stigmatize.
(13) Indelibly
to impress (usually in the form “branded upon one’s mind”)
(14) To
give a brand name to (in commerce including the recent “personal brand).
Pre
950: From the Middle English, from the Old English brond & brand (fire,
flame, destruction by fire; firebrand, piece of burning wood, torch (and poetically
“sword”, “long blade”) from the Old High German brant, the ultimate source the primitive Indo-European bhrenu- (to bubble forth; brew; spew forth; burn). It was cognate with the Scots brand, the Dutch & German Brand,
the Old Norse brandr, the Swedish
brand (blaze, fire), the Icelandic brandur and the French brand of Germanic origin. The Proto-Slavic gorěti (to burn) was a distant relation. Brand is a noun & verb, brander is a
noun, brandless is an adjective, branded is a verb and branding is a noun &
verb; the noun plural is brands. Forms (hyphenated
and not) like de-brand, non-brand, mis-brand & re-brand are created as
required and unusually for English, the form brander seems never to have been accompanied
by the expected companion “brandee”.
The verb brand dates from the turn of the fifteenth century in the sense of “to impress or burn a mark upon with a hot iron, cauterize; stigmatize” and originally described the marks imposed on criminal or cauterized wounds, the used developed from the noun. The figurative use (often derogatory) of “fix a character of infamy upon” emerged in the mid-fifteenth century, based on the notion of the association with criminality. The use to refer to a physical branding as a mark of ownership or quality dates from the 1580s and from this developed the familiar modern commercial (including “personal brands”) sense of “brand identity”, “brand recognition”, “brand-name” etc. Property rights can also attach to brands, the idea of “brand-equity”.
Although
it’s unknown just when the term “branding iron” (the (almost always) iron
instrument which when heated burned brands into timber, animal hides etc) was
first used (it was an ancient device), the earliest known citation dates only from
1828. The “mark made by a hot iron” was
older and in use since at least the 1550s, noted especially of casks and
barrels”, the marks indicating variously the maker, the type of contents, the
date (of laying down etc) or the claimed quality.. By the early-mid nineteenth century the
meaning had broadened to emphasise “a particular make of goods”, divorced from
a particular single item and the term “brand-name” appears first to have been
used in 1889, something significant in the development of the valuable
commodity of “brand-loyalty” although that seems not to have been an
acknowledged concept in marketing until 1961.
The idea of “brand new” is based on the (not always accurate) notion a
brand was the last thing to be applied to a product before it left the factory.
BMC ADO16 brands, clockwise from top left: Wolseley 1300, Riley Kestrel 1300, MG 1300, Austin 1300 GT, Morris 1100 and Vanden Plas Princess 1300. The British Motor Corporation's (BMC) ADO16 (Austin Drawing Office design 16) was produced between 1962-1974 and was a great success domestically and in many export markets, more than two million sold in 1.1 & 1.3 litre form. The Austin & Morris brands made up the bulk of the production but versions by Wolseley, Riley, MG & Vanden Plas versions were at various times available. All were almost identically mechanically with the brand differentiation restricted to the interior trim and the frontal panels. This was the high (or low) point of the UK industry's “badge engineering”. The abbreviation ADO is still sometimes said to stand for “Amalgamated Drawing Office”, a reference to the 1952 creation of BMC when the Austin & Morris design & engineering resources were pooled. Like many such events subsequently, the amalgamation was more a “takeover” than a “merger” and the adoption of “Austin Drawing Office” reflected the priorities and loyalties of Leonard Lord (later Lord Lambury, 1896–1967), the former chairman of Austin who was appointed to head the conglomerate. The appearance of “Amalgamated Drawing Office” appears to be a creation of the internet age, the mistake still circulating.
Since
the beginnings of mass-production made possible by powered industrial processes
and the ability to distribute manufactured stuff world-wide, brand-names have
become (1) more prevalent and (2) not of necessity as distinctive as once they
were. Historically, in commerce, a brand
was an indication of something unique but as corporations became conglomerates they
tended to accumulate brands (sometimes with no other purpose than ceasing
production in order to eliminate competition) and over time, it was often
tempting to reduce costs by ceasing separate development and simply applying a
brand to an existing line, hoping the brand loyalty would be sufficient to
overlook the cynicism. The British car
manufactures in the 1950s use the idea to maintain brand presence without the
expense of developing unique products and while originally some brand identity
was maintained with the use of unique mechanical components or coachwork while
using a common platform, by the late 1960s the system had descended to what
came to be called “badge engineering”, essentially identical products sold
under various brand-names, the differences restricted to minor variations in
trim and, of course, the badge.
Australia Day vs Invasion
Day: The case for a re-brand
Although it came to be known as “Australia’s
national day” and in some form or other had been celebrated or at last marked
since the early nineteenth century, as a large-scale celebration (with much
flag waving) it has been a thing only since the 1988 bi-centennial of white
settlement. What the day commemorated
was the arrival in 1788 in what is now Sydney of the so-called “First Fleet” of
British settlers, the raising of the Union Flag the first event of legal
significance in what ultimately became the claiming of the continental
land-mass by the British crown. Had that
land been uninhabited, things good and bad would anyway have happened but in 1788, what
became the Commonwealth of Australia was home to the descendants of peoples who
had been in continuous occupation sine first arriving up to 50,000 years
earlier (claims the history extends a further 10,000 remain unsupported by archaeological
evidence); conflict was inevitable and conflict there was, the colonial project
a violent and bloody business, something the contemporary records make clear
was well understood at the time but which really entered modern consciousness
only in recent decades.
What the colonial authorities did
was invoke the legal principle of terra nullius (from the Latin terra nūllīus (literally “nobody's
land”)) which does not mean “land inhabited by nobody” but “land not owned by anyone”. The rational for that was the view the
local population had no concept of land “ownership” and certainly no “records”
or “title deeds” as they would be understood in English law.
Given that, not only did the various tribes not own the land but they
had no system under which they could
own land; thus the place could be declared terra nullis. Of late, some have devoted much energy to
justifying all that on the basis of “prevailing standards” and “accepted law”
but even at the time there were those in London who were appalled at what was
clearly theft on a grand scale, understanding that even if the indigenous
population didn’t understand their connection to the land and seas as “ownership”
as the concept was understood in the West, what was undeniable by the 1830s
when the doctrine of terra nullius was formally interpolated into colonial law
was that those tribes understood what “belonged” to them and what “belonged” to
other tribes. That’s not to suggest it
was a wholly peaceful culture, just that borders existed and were understood,
even if sometimes transgressed. Thus the
notion that 26 January should better be understood as “Invasion Day” and what
is more appropriate than a celebration of a blood-soaked expropriation of a
continent is there should be a treaty between the colonial power (and few
doubt that is now the Australian government) and the descendants of the
conquered tribes, now classified as “first nations”. Although the High Court of Australia in 1992
overturned the doctrine of terra nullius when it was recognized that in certain
circumstances the indigenous peoples could enjoy concurrent property rights to
land with which they could demonstrate a continuing connection, this did not dilute
national sovereignty nor in any way construct the legal framework for a treaty
(or treaties).
The recognition that white
settlement was an inherently racist project based on theft is said by some to
be a recent revelation but there are documents of the colonial era (in
Australia and elsewhere in the European colonial empires) which suggest there
were many who operated on a “we stole it
fair and square” basis and many at the time probably would not have
demurred from the view 26 January 1788 was “Invasion Day” and that while it
took a long time, ultimately that invasion succeeded. Of course, elsewhere in the British Empire,
other invasions also proved (militarily) successful but usually these conflicts
culminated in a treaty, however imperfect may have the process and certainly
the consequences. In Australia, it does
seem there is now a recognition that wrong was done and a treaty is the way to
offer redress. That of course is a challenging
path because, (1) as the term “first nations” implies, there may need to be
dozens (or even hundreds according to the count of some anthropologists) of treaties
and (2) the result will need to preserve the indivisible sovereignty of the
Commonwealth of Australia, something which will be unpalatable to the most uncompromising
of the activists because it means that whatever the outcome, it will still be
mapped onto the colonial model.
As the recent, decisive defeat of a
referendum (which would have created an constitutionally entrenched Indigenous
advisory body) confirmed, anything involving these matters is contentious and
while there are a number of model frameworks which could be the basis for
negotiating treaties, the negotiating positions which will emerge as “the
problems” are those of the most extreme 1% (or some small number) of activists
whose political positions (and often incomes) necessitate an uncompromising
stance. Indeed, whatever the outcome, it’s
probably illusory to imagine anything can be solved because there are careers
which depend on there being no solution and it’s hard to envisage any
government will be prepared to stake scare political capital on a venture which threatens much punishment and promises little reward.
More likely is a strategy of kicking the can down the road while
pretending to be making progress; many committees and boards of enquiry are
likely to be in our future and, this being a colonial problem, the most likely diversion on that road will be a colonial fix.
One obvious colonial fix would be a double re-branding exercise. The New Year’s Day public holiday could be shifted from 1 January to December 31 and re-branded “New Year’s Eve Holiday”, about the only practical change being that instead of the drinking starting in the evening it can begin early in the day (which for many it doubtless anyway does). Australia Day could then be marked on 1 January and could be re-branded to “Constitution Day” although given the history that too might be found objectionable. Still, the date is appropriate because it was on 1 January 1901 the country and constitution came into existence as a consequence of an act of the Imperial Parliament, subsequently validated by the parliament of the Commonwealth of Australia (an institution created by the London statute). It’s the obvious date to choose because that was the point of origin of the sovereign state although in the narrow technical sense, true sovereignty was attained only in steps (such as the Statute of Westminster (1931)), the process not complete until simultaneously both parliaments passed their respective Australia Acts (1986). The second re-branding would be to call 26 January “Treaty Day” although the actual date is less important than the symbolism of the name and Treaty Day could be nominated as the day on which a treaty between the First Nations and the Commonwealth could be signed. The trick would be only to name 26 January as the date of the signing, the year a function of whenever the treaty negotiations are complete. The charm of this approach is the can can be kicked down the road for the foreseeable future. Any colonial administrator under the Raj would have recognized this fix.