The birth of brand: 4000 years of branding

@article{Moore2008TheBO,
  title={The birth of brand: 4000 years of branding},
  author={K. Moore and Susan E. Reid},
  journal={Business History},
  year={2008},
  volume={50},
  pages={419 - 432}
}
  • K. Moore, Susan E. Reid
  • Published 2008
  • Economics, Geography
  • Business History
  • This article seeks to show that brands and branding are as old as known civilisation. We derive evidence of branding, in various forms, from historical periods beginning 2250 BC in the Indus Valley, through to 300 BC in 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 origin and quality to the addition of more complex brand image characteristics over… CONTINUE READING

    References

    Publications referenced by this paper.
    SHOWING 1-10 OF 75 REFERENCES
    Brand Synthesis: The Multidimensionality of Brand Knowledge
    • 1,397
    • Highly Influential
    Dimensions of Brand Personality
    • 4,982
    • PDF
    Brands, Brand Management, and the Brand Manager System: A Critical-Historical Evaluation
    • 316
    The 22 Immutable Laws of Branding
    • 117
    • PDF
    Possessions and the Extended Self
    • 6,458
    • PDF
    Positioning: The Battle for Your Mind
    • 1,120
    • PDF
    The Romantic Ethic And The Spirit Of Modern Consumerism
    • 1,343
    • PDF