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The Birth of Brand: 4000 Years of Branding History

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  • Moore, Karl
  • Reid, Susan
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    Abstract

    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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    File URL: http://mpra.ub.uni-muenchen.de/10169/
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    Bibliographic Info

    Paper provided by University Library of Munich, Germany in its series MPRA Paper with number 10169.

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    Date of creation: 2008
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    Publication status: Published in Business History Vol. 50.No. 4(2008): pp. 419-432
    Handle: RePEc:pra:mprapa:10169

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    Keywords: brand; proto-brand; ancient world; brand personality;

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    References

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    1. Keller, Kevin Lane, 2003. " Brand Synthesis: The Multidimensionality of Brand Knowledge," Journal of Consumer Research, University of Chicago Press, vol. 29(4), pages 595-600, March.
    2. McCracken, Grant, 1986. " Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods," Journal of Consumer Research, University of Chicago Press, vol. 13(1), pages 71-84, June.
    3. Belk, Russell W, 1988. " Possessions and the Extended Self," Journal of Consumer Research, University of Chicago Press, vol. 15(2), pages 139-68, September.
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    Cited by:
    1. 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.
    2. 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.
    3. 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.
    4. Pierre Volle, 2011. "Marketing : comprendre l'origine historique," Post-Print halshs-00638621, HAL.

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