This paper seeks to show that brands are as old as civilization. It derives evidence of branding, in various forms, from important historical periods beginning 2250 BCE in the Indus Valley through to 300 BCE 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 origins 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.
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Publisher Info
Paper provided by University Library of Munich, Germany in its series MPRA Paper with number
10169.
Length: Date of creation: 2008 Date of revision: Publication status: Published in Business History Vol. 50.No. 4(2008): pp. 419-432 Handle: RePEc:pra:mprapa:10169
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