Many people nowadays are of the opinion that branding has become a new marketing tactic in cognac industry. However, a look back to the history of it would show that this has been a tradition, which has been maintained through years in the production. In the mid seventeen hundreds, British merchants settled in Charente region and around Cognac. A great thanks need to be given to these money-making minds, the industrial talents and agricultural strength of the makers of eaux-de-vie that this variety of brandy became popular in the world today, in comparison to armagnac, its cousin, which is much lesser recognized today. Armagnac was manufactured in Gascony and today it stands in no comparison to its cousin as far as its market reach or universal appeal is concerned.
After this variety of brandy started to gain popularity in the market, the major manufacturers started realizing that they required something to recognize their brand. This was how the emblem gained its importance. The emblems were created to protect the brand names. All this occurred much before the new concept of branding or trademark came into being. However, during those days it was the legends creating the emblems, which are now regarded as the trademark of cognac.
The most popular symbol is of an arm grasping a hatchet. This was found in the crest of the cognac house of Richard Hennessy, the founder of the brand. The arms crest originally consisted an untamed pig and “vi et armis vivo” the motto, which meant that he lived by power and by weapons. Later the wild pig was taken out from the marking, as it was not regarded to be commercial enough. Hennessy lived his life like a military man and fought Protestants in Irish Brigade of Louis XV.
Remy Martin himself and Paul his son selected Remy Martin’s mark in the year 1903. The emblem is so popular in the country of China that anyone can request for “ren-ma-tao” than a glass of Remy Martin. The term “ren-ma-tao” is a commanding sign of virility, health and long life.
A lying deer happens to be the symbol of Hine cognac. There were much research and speculations for years regarding the tale behind this mark. There are many people who believe that it is just a play on the term ‘hind’, which means deer in English. However, the truth is something else. The marking of deer was actually introduced in the year 1867 by the head of the house during those days. George Thomas Hine introduced it and the marking arose from his writings. He wrote that if anything else was to be included on the box other than the name of the brand, it could be the deer and it was since then that the lying deer became the crest of this particular brand.
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