Brands allow us to distinguish between services and products, to recognize them, and to differentiate our experiences about the product. Creating a trademark today is not as difficult as it seems. But the brand; The difficult part of the job is to establish a solid foundation, to ensure its continuity and to create a positive perception in the minds. Today, you come across many brands and these brands can mean something to you. While a certain product group may leave a positive impression on you, some may leave the opposite impression. These feelings towards brands also affect purchasing behaviors and play an important role in determining the value of the brand.
The emergence of the Trademark in the historical scene was driven by similar concerns today. Prevention of theft or theft of labor has played an important role in the past in determining the situations as well as by whom the product or service is produced and implemented.
Trademark in the past
As a result of research and evidence, it has been seen that brands were used even thousands of years ago. It is one of the first examples of people establishing farms and marking farm animals by transitioning from hunting and gathering to a settled life. The greatest concern at these times was thought to be the prevention of theft and the non-mixing of goods. We see the need and importance of this stigma in people's mastering of certain crafts and in distinguishing this mastery from others. Stonework made in Egypt about six thousand years ago is an example of this; Elements such as the source of the stone, the person doing the work, the quarry are shown with signs.
The development of social and commercial relations between people, the increase in production and the presence of more than one manufacturer producing the same product have increased the need for distinctive stamps. The use of stamps indicating the quality and origin of the goods produced has been important both for consumer confidence and for the product value of the manufacturer. In the Middle Ages, trade guilds used their own stamps to indicate the purity of gold and aimed to provide an environment of trust in trade.
Over time, some criteria have been determined in this regard and the need to be protected by laws has arisen. The first legal protection and obligation on trademark is the "Bakers' Marking Act" enacted by the English Parliament in 1266. According to this law, every baker is obliged to put his own stamp on the bread he produces. The fact that manufacturers and traders embroidered their own names - stamps on their products has meant a guarantee of quality and product and has been a pioneer for the modern trademark.
The Development of Trademarks Today
Trademarks are not entities that are known to the whole world from the first moment they appear. Brands are like living things; they are born, gain experience, grow and be recognized. Of course, when it comes to brands, different factors are involved in growth and recognition. To explain this situation with examples, we can take a look at the story of the “Lamborghini” brand, which is a dream come true today when it comes to sports cars.
To recognize the Lamborghini trademark, first of all, it is necessary to get to know its founder, Ferrucio Lamborghini. Born in 1916 in a small village in Italy, Ferrucio Lamborghini has been interested in agricultural machinery since his childhood. This interest led Ferrucio to get technical training and he graduated from Fratelli Taddia Technical Institute. As a result of the conditions of the time and the training he received, he served in the technical department of the Italian Air Force. Returning to his country with the end of the war, Ferrucio opened himself a motorcycle and automobile repair shop. He built his first tractor by combining the parts he collected in the repair shop and from scraps, and by producing the missing parts himself. This tractor, which attracted a lot of attention, enabled Ferrucio Lamborghini to reach a monthly sales figure of 400 units by going into mass production.
As a result of his success with the Ferrucio tractor, he turned his attention to sports vehicles and started to collect the best models of the time in his garage. This interest and his Ferrari model vehicle played a major role in entering the production of sports cars. He conveyed the clutch problem in his Ferrari 250GT model vehicle to Ferrari technicians. After the technicians could not find a solution to the problem, Ferrucio Lamborghini, who repaired the vehicle himself, requested a meeting with Enzo Ferrari to give his views on the problem and its solution. During the meeting, Ferrucio encountered an unexpected reaction. Enzo Ferrari said that a tractor manufacturer does not understand sports vehicles and everyone should mind their own business.
Upon this incident, Ferrucio Lamborghini wanted to produce his own sports car. Gathering the most knowledgeable masters, engineers and designers of the time, Ferrucio revealed the first 12-cylinder legendary model Lamborghini 350 as a result of intense work. Unveiling the most stylish, powerful and modern vehicle of its time, Ferrucio was exhibited at the Turin Motor Show in 1964.
