SHORT HISTORY OF MERCHANDISING

Image: Coca-Cola billboard depicting a re-branded Santa Claus, popularised by Coke, widely used on promotional products since the 1930's

John Pemberton, founder of the instantly recognisable Coca-Cola Company, established his dominance in the soft drink industry through the widespread use of promotional products. Coca-Cola was one of the first brands to adopt this strategy and in so doing helped revolutionise brand marketing. Near universal brand recognition helped “Coke” establish near total dominance in its industry.

John Pemberton, founder of Coca-Cola

Pemberton put his brand on anything and everything, from cups to cards, which ensured that Coca-Cola survived even after key franchisees broke away to form rival brands. These rivals, such as “Yum Yum”, used the winning Coca-Cola recipe at a time when Pemberton’s own son was adulterating the recipe under the official name “Coca-Cola”. Despite this the other, more accurate, brands failed to survive or even take off.

Coke’s competitors simply didn’t have the same brand recognition. Something Pepsi continues to struggle with even today. Whereas a massive range of Coca-Cola promotional products remain collector’s items and continue to be produced in staggering quantities. They also provide another revenue stream fro Coke.

Coca-Cola is just the most famous, and most successful, example of the 19th Century brands that embraced what was then called merchandising. The moment the Industrial Revolution gathered steam in the early 1800’s (and products could be reliably mass produced) clever businessmen and entrepreneurs the world over embraced this now tried and true branding strategy.

BrandNet deals with thousands of customers every year, among them some of the most trusted national institutions in Australia. With over 20 years experience manufacturing and marketing promotional products BrandNet has the experience in branding to help your brand last.