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

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Author Info

  • Hampf, Anders

    (Department of Marketing)

  • Lindberg-Repo, Kirsti

    (Department of Marketing)

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    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

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    File URL: http://hdl.handle.net/10138/26578
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    Bibliographic Info

    Paper provided by Hanken School of Economics in its series Working Papers with number 556.

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    Length: 24 pages
    Date of creation: 01 Jun 2011
    Date of revision:
    Handle: RePEc:hhb:hanken:0556

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    Postal: Hanken School of Economics, Arkadiankatu 22, P.O.B. 479; FIN 00101 Helsinki, Finland
    Phone: +358-9-431 331
    Fax: +358-9-431 33 333
    Web page: http://www.hanken.fi
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    Related research

    Keywords: branding; evolution of branding; future; brand identity hexagon; the academic life cycle;

    This paper has been announced in the following NEP Reports:

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