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The Birth of Brand: 4000 Years of Branding History

Author

Listed:
  • Moore, Karl
  • Reid, Susan

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.

Suggested Citation

  • Moore, Karl & Reid, Susan, 2008. "The Birth of Brand: 4000 Years of Branding History," MPRA Paper 10169, University Library of Munich, Germany.
  • Handle: RePEc:pra:mprapa:10169
    as

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    File URL: https://mpra.ub.uni-muenchen.de/10169/1/MPRA_paper_10169.pdf
    File Function: original version
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    References listed on IDEAS

    as
    1. Belk, Russell W, 1988. " Possessions and the Extended Self," Journal of Consumer Research, Oxford University Press, vol. 15(2), pages 139-168, September.
    2. Keller, Kevin Lane, 2003. " Brand Synthesis: The Multidimensionality of Brand Knowledge," Journal of Consumer Research, Oxford University Press, vol. 29(4), pages 595-600, March.
    3. 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, Oxford University Press, vol. 13(1), pages 71-84, June.
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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. 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. Belleflamme,Paul & Peitz,Martin, 2015. "Industrial Organization," Cambridge Books, Cambridge University Press, number 9781107687899.
    4. 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.
    5. Pierre Volle, 2011. "Marketing : comprendre l'origine historique," Post-Print halshs-00638621, HAL.
    6. Crass, Dirk, 2014. "Which firms use trademarks - and why? Representative firm-level evidence from Germany," ZEW Discussion Papers 14-118, ZEW - Zentrum für Europäische Wirtschaftsforschung / Center for European Economic Research.
    7. 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.

    More about this item

    Keywords

    brand; proto-brand; ancient world; brand personality;

    JEL classification:

    • L2 - Industrial Organization - - Firm Objectives, Organization, and Behavior
    • A1 - General Economics and Teaching - - General Economics
    • D1 - Microeconomics - - Household Behavior

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