A Brief History of Branding in China

  title={A Brief History of Branding in China},
  author={Giana M. Eckhardt and Anders Bengtsson},
  journal={Journal of Macromarketing},
  pages={210 - 221}
In this article, the authors explore whether brands as they currently conceive of them existed in premodernity. They trace branding practices in China from 2700 BC to contemporary times and demonstrate that China has had a sophisticated brand infrastructure with a continuous history that has no known correspondence in any other part of the world. They review previous research on the history of branding and create a systematic overview of what is currently known about branding throughout history… 

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