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

    as
    1. Belk, Russell W, 1988. "Possessions and the Extended Self," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(2), pages 139-168, September.
    2. Keller, Kevin Lane, 2003. "Brand Synthesis: The Multidimensionality of Brand Knowledge," Journal of Consumer Research, Journal of Consumer Research Inc., 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, Journal of Consumer Research Inc., vol. 13(1), pages 71-84, June.
    Full references (including those not matched with items on IDEAS)

    Citations

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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. SZIKSZAI-NÉMETH Ketrin, 2020. "Personal Branding In Team Sports Marketing," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 1(1), pages 416-424, July.
    3. Belleflamme,Paul & Peitz,Martin, 2015. "Industrial Organization," Cambridge Books, Cambridge University Press, number 9781107687899, November.
    4. Maria Buttery & Lester W. Johnson & Gordon E. Campbell, 2023. "How Does Organisational Culture Affect Employees’ Perception of the Brand in Service Industries?," Businesses, MDPI, vol. 3(1), pages 1-15, January.
    5. 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.
    6. Wioleta Kucharska, 2017. "Consumer social network brand identification and personal branding. How do social network users choose among brand sites?," Cogent Business & Management, Taylor & Francis Journals, vol. 4(1), pages 1315879-131, January.
    7. 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.
    8. Crass, Dirk, 2020. "Which firms use trademarks? Firm-level evidence from Germany on the role of distance, product quality and innovation," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 27(7), pages 730-755.
    9. Strizhakova, Yuliya & Coulter, Robin A. & Price, Linda L., 2011. "Branding in a global marketplace: The mediating effects of quality and self-identity brand signals," International Journal of Research in Marketing, Elsevier, vol. 28(4), pages 342-351.
    10. Elizabeth Duthie & Diogo Veríssimo & Aidan Keane & Andrew T Knight, 2017. "The effectiveness of celebrities in conservation marketing," PLOS ONE, Public Library of Science, vol. 12(7), pages 1-16, July.
    11. Pierre Volle, 2011. "Marketing : comprendre l'origine historique," Post-Print halshs-00638621, HAL.
    12. Crass, Dirk, 2014. "Which firms use trademarks - and why? Representative firm-level evidence from Germany," ZEW Discussion Papers 14-118, ZEW - Leibniz Centre for European Economic Research.
    13. 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.

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    More about this item

    Keywords

    brand; proto-brand; ancient world; brand personality;
    All these keywords.

    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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