The birth of brand

4000 Years of Branding

Dados Bibliográficos

ID8419987
AutoresKarl Moore (McGill University, autor correspondente), Susan Reid (0000-0002-8955-7563, Bishop's University)
Ano2008
Volume50
Fascículo4
Páginas419-432
Data de publicação2008-07-01
Peer ReviewedSim
Open AccessNão
TipoARTICLE
PeriódicoBusiness History (JOURNAL)
Identificadores do periódicoISSN: 0007-6791 • E-ISSN: 1743-7938
EditoraInforma UK Limited (PUBLISHER • GB)
DOI10.1080/00076790802106299
OpenAlexW2067242976
IdiomaEN
Citações recebidas30
Referências citadas26

This article seeks to show that brands and branding are as old as known civilisation. We derive evidence of branding, in various forms, from historical periods beginning 2250 BC in the Indus Valley, through to 300 BC in Greece. This evidence is compared with modern research directed toward developing a meaning of ‘brand’. We observe a gradual transition from a more utilitarian provision of information regarding origin and quality to the addition of more complex brand image characteristics over time, including status/power, added value and finally, the development of brand personality

Advertising · Brand management · Business · Civilization · Corporate branding · Indus · Meaning (existential · Personality · Political science · Power (physics · Quality (philosophy · Value (mathematics · Consumer Behavior in Brand Consumption and Identification · Evolutionary Psychology and Human Behavior · Marketing · Psychology · Social Psychology · Wine Industry and Tourism