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Classic Brands

not been for the death of Kennedy, many wonder if the ican Automobile Association) are classic brands whose
legislation would have been passed at all. names are synonymous with the markets that they repre-
sent.
SEE ALSO Equal Employment Opportunity Act of 1972;
Equal Pay Act of 1963; Ethics in Law for Business
VISUAL IMPACT OF CLASSIC
BRANDS
BIBLIOGRAPHY
Basic readings in U.S. democracy. Backgrounder on the Civil Much of the initial recognition of a classic brand stems
Rights Act. (n.d.). Retrieved November 15, 2005, from not from its performance but from its visual impact on the
http://usinfo.state.gov/usa/infousa/facts/democrac/39.htm consumer’s memory. Granted, the product must perform
superbly to maintain its status; however, the initial
impression is often the result of a memorable logo. Clas-
Lawrence F. Peters, Jr.
sic brands generally have logos or brandmarks that have
changed little since the inception of their product. The
Coke bottle shape, the Golden Arches of McDonald’s,
CLASSIC BRANDS and the yellow and red Arm and Hammer box are all
brand identifiers that need no written words to explain
Classic brands are a part of modern society that have
what they represent. Consumers instantly recognize these
become so deeply ingrained into our everyday experiences symbols and associate them with the brands that they
that they have become unobtrusive. A classic brand can be depict. In the twenty-first century, with Internet advertis-
defined as one that, through careful and thorough adver-
ing becoming more and more prevalent, such simple
tising, marketing, and product positioning, has become
images as these are a low-cost means of further perpetuat-
synonymous with the product category of which it is a
ing the brands’ success.
part. Additionally, a classic brand may also be one for
which there is no other recognizable competition within
its product class. In this sense, a classic brand is one that HISTORY OF A CLASSIC BRAND
has been raised above the commodity level, creating its Taking a brand from common to classic is no small task
own product classification in the consumer’s mind. This is and does not happen overnight. It involves strong com-
not to say that it is the only item of its type, but rather mitment from many levels of the organization, along with
that the other competing products hold such a small mar- a well-executed plan for remaining the leading player. A
ket share that they are considered obscure, making the fine example of a classic brand through history is Coca-
classic brand a category killer within its market segment. Cola, probably one of the best-known classics in the
world.
EXAMPLES OF CLASSIC BRANDS Coca-Cola was created by Dr. John Smyth Pember-
Based on the aforementioned definition of what consti- ton, an Atlanta pharmacist, in 1886 as a beverage served
tutes a classic brand, there are many products and services at his soda fountain. He described it to his patrons as
that may be considered classic. Coca-Cola, (or Coke, as it “delicious and refreshing,” a line still used in Coke’s adver-
is commonly known) is the undisputed leader in the soft- tising in the twenty-first century. In 1892, Dr. Pemberton
drink industry, so much so that a consumer in a restaurant joined forces with Asa G. Candler, an Atlanta business-
who wants a cola drink is programmed to ask for a Coke, man who understood the power of advertising, and regis-
whether the establishment serves Coke, Pepsi, or any tered the Coca-Cola trademark one year later. In order to
other brand. In the same sense, an adhesive bandage is create brand recognition, Candler created a wide range of
better known as a Band-Aid, facial tissue is referred to as promotional memorabilia for soda fountains—clocks,
Kleenex, and Xerox has become a verb for the act of pho- fans, and other novelties, all depicting the Coca-Cola
tocopying, as well as a noun used for what the photocopy trademark.
machine produces. In 1915, Candler introduced the contour bottle,
Household products such as Arm & Hammer Baking which itself was granted trademark protection in 1977—
Soda, Clorox Bleach, and Barbie dolls provide strong something not usually done for product packaging. The
examples of classic brands that have no major market emergence of the contour bottle, along with bottling
competition. Of course there are other baking sodas, plants, allowed consumers to enjoy Coca-Cola in their
bleaches, and dolls on the market, but even a savvy con- own homes. World War II had a major impact in the
sumer would be hard-pressed to name them. This is true building of the brand, since sixty-four of these bottling
not only of tangible products but of services as well. Ser- plants supplied the armed forces with more than five mil-
vice providers such as H&R Block and AAA (The Amer- lion bottles of Coke. It was also at this time that Coke

118 ENCYCLOPEDIA OF BUSINESS AND FINANCE, SECOND EDITION