Introduction
Behind the Brand
Bibliographic Data
| ID | 9624947 |
|---|---|
| Authors | Teresa Da Silva Lopes (0000-0002-7775-4885, corresponding author), Paul Duguid (0009-0002-7972-1574) |
| Year | 2012 |
| Volume | 86 |
| Issue | 2 |
| Pages | 235-238 |
| Publication date | 2012-01-01 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | The Business History Review (JOURNAL) |
| Journal identifiers | ISSN: 0007-6805 • E-ISSN: 2044-768X |
| Publisher | Cambridge University Press (CUP) (PUBLISHER) |
| DOI | 10.1017/s0007680512000384 |
| OpenAlex | W2124306837 |
| Language | EN |
| Citations received | 8 |
| References cited | 7 |
Once described as “neglected,” brands and brand history have benefited from a recent surge of work in business history, economics, and management studies. This research, however, remains relatively tightly focused. Most attention is given to successful, long-lived brands and to the entrepreneurs who developed them. As in the market, so in research, the attraction of successful brands is understandable. Nevertheless, such a focus only reinforces both the well-known tendency to read history through the eyes of the winners and the assumption that losers and also-rans have nothing to tell us. The authors of the articles in this special section share both the wish to look beyond such assumptions and the belief that one way to do so is by complementing the study of brands with the study of trademarks and of the related legal, economic, and business arrangements that stand behind brands and provide context for their development since the nineteenth century
Advertising · Brand management · Brand names · Business · Business history · Context (archaeology · Economics · Epistemology · Management · Nothing · Sociology · American History and Culture · History · Marketing
The past, present and future of Haiti as a post-colonial, post-conflict and post-disaster destination
Management and Branding of Spiritual Services
The Nature of the Firm”—and the Eternal Life of the Brand
The Birth of a Business Icon through Cultural Branding
Cheese trademarks
Selling the past. The use of history as a marketing strategy in Spain, 1900-1980
Overcoming institutional voids
Trademarks in branding
| Unique citing works | 8 |
|---|---|
| Citations per year | 1 |
| Citation span | 2018 - 2026 (9) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 8 |