The Feilding Star Oroua and Kiwitea Counties' Gazette THURSDAY. JANUARY 26. 1928. BRANDED AS BRITISH

Feilding Star, Volume 6, Issue 1313, 26 January 1928, Page 4

The Feilding Star Oroua and Kiwitea Counties' Gazette THURSDAY. JANUARY 26. 1928. BRANDED AS BRITISH

What’s in a name V Everything. Time was, arid that up till unite re eently, when t lie above query was either a flippancy or a denial that a name meant, anything. But in these days of slogans, when publicity is reduced to a fine art, a name means a whole lot to a manufacturing business. The Americans realise (his, for they have heal on British rivals by capturing Ihe New Zealand and Australian markets with a brand or a slogan. It is only since observant Britons have come out to give our field a good looking over that they have realised how the Americans came to bent them in (he selling game. Not the least observant of our trade visitors was Mr E. 11. Cooper, managing director of tbe Autostrop Co. When he returned to England, Mr Cooper told British manufacturers just what they were up against. He (lien became a.practical constructionist, telling the Home captains of industry what they must do about It. Here is the pitli and marrow of the Cooper campaign for better trade for British gooads In Britain Overseas: “’lf we are going lo hold our goodwill In the export markets, including the Dominions, wo must brand our goods ami advertise them locally. It is not .sufficient that they should be known as British goods. They must he known by the name of\their brand and tu addition ‘Made in Britain.’ Otherwise, manufacturers may find tlieniselves In the position of the Empire Marketing Board at the present time. They are advertising Empire produce to the British public, but. it Is my experience that if one asks, for instance, whether the fruit, with which one ts served is British, the reply universally is that there Is nothing to indicate on (lie goods in the shop whether they are British or not. I believe the Empire Marketing Board calls (bis ‘want of identification,’ and 1 do hope they will be able to lead tbe way in this matter by arranging for the branding of overseas products, so that the British housewife may know when choosing her ‘purchases whether or not she is acting up to the inculcations contained in the advertisements of the Empire Marketing Board.” The Foilding Freezing Works sends lo the market in England beautiful lambs, grown in the Feildiiig district, the flesh of which lamb is about (lie sweetest in the whole wide world. If that brand * * * * became known fo the housekeepers in England as Feilding lamb, what a valuable name trade would be in the meat trade. If the "Pakeha” brand could receive full justice and publicity at Home, wliat a value that would mean to the Cheltenham dairy factory where the butter is made! .Similarly, If English. Welsh, Scottish ami Irish manufacturers would send to Foilding articles with distinct and distinguishable brands, such as Americans persist; in boosting by the use of advertisements, thou British manufacturers would not only come into their own, but would bold the trade against all comers. For Feilding folks are intensely loyal to tbc Homeland and to all things British. But they are like the man from Michigan •“they've got to be assured that what they are buying really is British. The goods must be Branded as British, as well as being Boosted as British. Carnival Week begins in Feilding next week. The shopkeepers, who are organising the festival, would be, just as keen as Mr Cooper to make” it a carnival of British boosting and buying. Let the questions for shoppers during Carnival

Week, therefore, he: Was it made in Feikiing.;? Was it made in New Zealand ? / Was it made in Britain ? Thai", surely, is sufticlent area for any ardent carnivallst to cover.