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The birth of brand: 4000 years of branding

Author

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  • Karl Moore
  • Susan Reid

Abstract

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.

Suggested Citation

  • Karl Moore & Susan Reid, 2008. "The birth of brand: 4000 years of branding," Business History, Taylor & Francis Journals, vol. 50(4), pages 419-432.
    • Handle: RePEc:taf:bushst:v:50:y:2008:i:4:p:419-432
    DOI: 10.1080/00076790802106299
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    Citations

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    Cited by:

    1. Brown, Stephen & Wijland, Roel, 2015. "Profit from poetry: Bards, brands, and burnished bottom lines," Business Horizons, Elsevier, vol. 58(5), pages 551-561.
    2. SZIKSZAI-NÉMETH Ketrin, 2020. "Personal Branding In Team Sports Marketing," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 1(1), pages 416-424, July.
    3. Belleflamme,Paul & Peitz,Martin, 2015. "Industrial Organization," Cambridge Books, Cambridge University Press, number 9781107687899, January.
    4. Maria Buttery & Lester W. Johnson & Gordon E. Campbell, 2023. "How Does Organisational Culture Affect Employees’ Perception of the Brand in Service Industries?," Businesses, MDPI, vol. 3(1), pages 1-15, January.
    5. Umesh Ramchandra Raut & Pedro Quelhas Brito, 2014. "An analysis of brand relationship with the perceptive of customer based brand equity pyramid," FEP Working Papers 526, Universidade do Porto, Faculdade de Economia do Porto.
    6. Wioleta Kucharska, 2017. "Consumer social network brand identification and personal branding. How do social network users choose among brand sites?," Cogent Business & Management, Taylor & Francis Journals, vol. 4(1), pages 1315879-131, January.
    7. Subhani, Muhammad Imtiaz & Hasan, Syed Akif & Osman, Ms. Amber, 2012. "Consumers recall and recognition for brand symbols," MPRA Paper 45141, University Library of Munich, Germany.
    8. Satish Deodhar & Sriram Balasubramanian, 2020. "The Pre-kautilyan Period: a sustainable model through ancient economic ideas and practices," Working Papers 0199, European Historical Economics Society (EHES).
    9. Crass, Dirk, 2020. "Which firms use trademarks? Firm-level evidence from Germany on the role of distance, product quality and innovation," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 27(7), pages 730-755.
    10. Elizabeth Duthie & Diogo Veríssimo & Aidan Keane & Andrew T Knight, 2017. "The effectiveness of celebrities in conservation marketing," PLOS ONE, Public Library of Science, vol. 12(7), pages 1-16, July.
    11. Pierre Volle, 2011. "Marketing : comprendre l'origine historique," Post-Print halshs-00638621, HAL.
    12. Deodhar, Satish Y., 2020. "The Pre-Kautilyan Period: Crucible Of Proto Economic Ideas And Practices," IIMA Working Papers WP 2020-10-03, Indian Institute of Management Ahmedabad, Research and Publication Department.
    13. Crass, Dirk, 2014. "Which firms use trademarks - and why? Representative firm-level evidence from Germany," ZEW Discussion Papers 14-118, ZEW - Leibniz Centre for European Economic Research.
    14. Hasan, Syed Akif & Subhani, Muhammad Imtiaz & Osman, Ms. Amber, 2012. "What affects the most to the recall and recognition of brand symbols?," MPRA Paper 39098, University Library of Munich, Germany.

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