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In the 19th century, companies started advertising for novelties and fringe products. Later, brand-naming became necessary because more and more companies were launched.

From 1873 to 1894, there was an economic depression. Many companies connected with other small companies to increase advertising, because they had to present there new range of products.

At the end of the 19th century, there was a man who is called Lord Leverhulme. He branded his soap because there were so many rivals.

Lord Leverhulme was also the first one who realised that advertisement needs more than a presentation of a product. Advertisement should be eye-catching and should contain logical and considered arguments. The companies who are not able to advertise are the victims of the big companies.