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Branding: The Past, Present, and Future: A Study of the Evolution and Future of Branding

Author

Listed:
  • Hampf, Anders

    (Department of Marketing)

  • Lindberg-Repo, Kirsti

    (Department of Marketing)

Abstract

Branding, as any other concept, has evolved over time: from the days when sheep of one herd started to be branded to distinguish them from another herd to the current era when everything, from water and flowers to clothes and food, is branded. Throughout these times, there have been numerous theories to describe and understand the underlying nuances. This paper finds the relationships in previous literature and reveals how these theories see branding from various perspectives and how they can be integrated to form a coherent view. It is also discussed how branding and society affect each other. Based on the knowledge of how branding theories have been developed as dependent variables of each other and the society, we are able to form a better understanding of the past, the present, and the future of branding

Suggested Citation

  • Hampf, Anders & Lindberg-Repo, Kirsti, 2011. "Branding: The Past, Present, and Future: A Study of the Evolution and Future of Branding," Working Papers 556, Hanken School of Economics.
    • Handle: RePEc:hhb:hanken:0556
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    File URL: http://hdl.handle.net/10138/26578
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    Cited by:

    1. Fazal Ur Rehman & Rosman Bin Md Yusoff & Fadillah Binti Ismail & Farwida Javed, 2019. "What is Brand? Some Insights in the Historical Development," Information Management and Business Review, AMH International, vol. 10(4), pages 8-13.

    More about this item

    Keywords

    branding; evolution of branding; future; brand identity hexagon; the academic life cycle;
    All these keywords.

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