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stimulate sales and create a 'buying habit', advertising had to 'build a definitive association of ideas round the goods'. In the United States, advertising agency J. Walter
Thompson company (JWT) was pioneering similar concepts of brand personality and brand image. The notion of a 'brand personality' was developed independently and simultaneously in both the United States and Britain. For example, in 1915 JWT acquired the advertising account for Lux soap and recommended that the traditional positioning as a product for woolen garments should be broadened so that consumers would see it as a soap for use on all fine fabrics in the household. To implement, Lux was repositioned with a more up-market posture, and began a long association with expensive clothing and high fashion. Cano has argued that the positioning strategy JWT used for Lux exhibited an insightful understanding of the way that consumers mentally construct brand images. JWT recognized that advertising effectively manipulated socially shared symbols. In the case of Lux, the brand disconnected from images of household drudgery, and connected with images of leisure and fashion.
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became necessary following the urban revolution in ancient
Mesopotamia in the 4th century BCE, when large-scale economies started mass-producing commodities such as alcoholic drinks, cosmetics and textiles. These ancient societies imposed strict forms of quality control over commodities, and also needed to convey value to the consumer through branding. Diana Twede has argued that the "consumer packaging functions of protection, utility and communication have been necessary whenever packages were the object of transactions" (p. 107). She has shown that amphorae used in Mediterranean trade between 1500 and 500 BCE exhibited a wide variety of shapes and markings, which provided information for purchasers during exchange. Systematic use of stamped labels dates appears to date from around the fourth century BCE. In a largely pre-literate society, the shape of the amphora and its pictorial markings functioned as a brand, conveying information about the contents, region of origin and even the identity of the producer which were understood to convey information about product quality.
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consumers. In the case of voluntary organizations if they can unlock their brand heritage and it will improve volunteer engagement, to the extent that organizations 'with a long history, core values, positive track record, and use of symbols possess, whether consciously or not, an inherent advantage in an increasingly competitive landscape'. In the luxury literature, heritage is distinctly recognized as an integral component of a luxury brand's identity. In the context of tourism preconceived notions of brand heritage stimulate the increased experience of existential authenticity, increasing satisfaction with the visitor experience. For consumer goods the communication of continuity of the brand promise can increase perceived brand authenticity. Heritage brands are characterized by their distinctive capacity to seamlessly integrate past, present, and future temporal dimensions.
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customers to spread the word about the brand through viral platforms, while still controlling the company's own core strategic marketing goals. Word-of-mouth marketing via social media, falls under the category of viral marketing, which broadly describes any strategy that encourages individuals to propagate a message, thus, creating the potential for exponential growth in the message's exposure and influence. Basic forms of this are seen when a customer makes a statement about a product or company or endorses a brand. This marketing technique allows users to spread the word on the brand which creates exposure for the company. Because of this, brands have become interested in exploring or using social media for commercial benefit.
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techniques. Stores not only began to brand themselves, but also displayed branded goods, both in the glazed shop windows to attract passers-by and display counters to appeal to patrons inside the store. Branding was more widely used in the 19th century, following the industrial revolution, and the development of new professions like marketing, manufacturing and business management formalized the study of brands and branding as a key business activity. Branding is a way of differentiating product from mere
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sells to other companies in the food sector), student loans (which have a relationship with universities/schools rather than the individual loan-taker), and electricity (which is generally a controlled monopoly) have less prominent and less recognized branding. Brand value, moreover, is not simply a fuzzy feeling of "consumer appeal", but an actual quantitative value of good will under
Generally Accepted Accounting Principles. Companies will rigorously defend their brand name, including prosecution of
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invented the red-dressed Santa-Claus which is used to gain market entry in less capitalistic regions in the world such as the former Soviet Union and China, and such brand-management stories as "Coca-Cola's first entry into the
Chinese market resulted in their brand being translated as 'bite the wax tadpole'". Brand management science is replete with such stories, including the Chevrolet 'Nova' or "it doesn't go" in Spanish, and proper cultural translation is useful to companies entering new markets.
891:' Company continues to fight heavily in media whenever a reporter or other writer uses 'xerox' as simply a synonym for 'photocopy.' Should usage of 'xerox' be accepted as the standard American English term for 'photocopy,' then Xerox's competitors could successfully argue in court that they are permitted to create 'xerox' machines as well. Yet, in a sense, reaching this stage of market domination is itself a triumph of brand management, in that becoming so dominant typically involves strong profit.
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needs and tensions implicit in consumer culture, in which brands provide social status and stratification. Thus, the evolution of brands in China stands in sharp contrast to the West where manufacturers pushed brands onto the market in order to differentiate, increase market share and ultimately profits (pp 218–219). In Japan, branding has a long heritage. For many
Japanese businesses, a "mon" or seal is an East Asian form of brand or trademark.
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tiger mascot used in
Scandinavia at the turn of last century, and first appeared as a global advertising slogan in the 1950s and 1960s, and subsequently reappeared in the 1990s. Throughout the late 20th century, brand advertisers began to imbue goods and services with a personality, based on the insight that consumers searched for brands with personalities that matched their own.
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this period. By 1266, English bakers were required by law to put a symbol on each product they sold. Bricui et al. have argued that the number of different forms of brands blossomed from the 14th century following the period of
European discovery and expansion. Some individual brand marks have been in continuous use for centuries. The brand
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On the other end of the extreme, luxury and high-end premium brands may create advertisements or sponsor teams merely for the "overall feeling" or goodwill generated. A typical "no-brand" advertisement might simply put up the price (and indeed, brand managers may patrol retail outlets for using their
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In medieval Europe, branding was applied to a broader range of goods and services. Craft guilds, which sprang up across Europe around this time, codified and reinforced systems of marking products to ensure quality and standards. Bread-makers, silversmiths and goldsmiths all marked their wares during
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and the brand concepts of baoji, hao, lei, gongpin, piazi and pinpai, which roughly equate with
Western concepts of family status, quality grading, and upholding traditional Chinese values (p. 219). Eckhardt and Bengtsson's analysis suggests that brands emerged in China as a result of the social
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Brand management is the process of identifying the core value of a particular brand and reflecting the core value among the targeted customers. In modern terms, a brand could be corporate, product, service, or person. Brand management builds brand credibility and credible brands only, can build brand
1013:. This has resulted in an ever-tougher competitive situation on many markets. A product's superiority is in itself no longer sufficient to guarantee its success. The fast pace of technological development and the increased speed with which imitations turn up on the market have dramatically shortened
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Brand orientation refers to "the degree to which the organization values brands and its practices are oriented towards building brand capabilities". It is a deliberate approach to working with brands, both internally and externally. The most important driving force behind this increased interest in
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By the eighteenth century, as standards of living improved and an emerging middle class began to demand more luxury goods and services, the retail landscape underwent major changes. Retailers were tending to specialize in specific goods or services and began to exhibit a variety of modern marketing
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The split between commodities/food services and technology is not a matter of chance: both industrial sectors rely heavily on sales to the individual consumer who must be able to rely on cleanliness/quality or reliability/value, respectively. For this reason, industries such as agricultural (which
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From the first decades of the 20th century, advertisers began to focus on developing brand personality, brand image and brand identity—concepts. The
British advertising agency W. S. Crawford's Ltd began to use the concept of 'product personality' and the 'advertising idea' arguing that in order to
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The granting a royal charter to tradesmen, markets and fairs was practiced across Europe from the early medieval period. At a time when concerns about product quality were major public issues, a royal endorsement provided the public with a signal that the holder supplied goods worthy of use in the
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Around 4,000 years ago, producers began by attaching simple stone seals to products which, over time, were transformed into clay seals bearing impressed images, often associated with the producer's personal identity thus giving the product a personality. Bevan and
Wengrow have argued that branding
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to gather insights into consumer purchasing. Strong branded campaigns for Chrysler and Exxon/Esso, using insights drawn research methods from psychology and cultural anthropology, led to some of most enduring campaigns of the 20th century. Esso's "Put a Tiger in Your Tank" campaign was based on a
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In 2001, Hislop defined branding as "the process of creating a relationship or a connection between a company's product and emotional perception of the customer for the purpose of generating segregation among competition and building loyalty among customers". In 2004 and 2008, Kapferer and Keller
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Brands with heritage are not simply associated with antiquated organizations; rather, they actively extol values and position themselves in relation to their heritage. Brands offer multiple benefits to organizations at various market levels, reflecting the entire experiential process afforded to
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products. Despite numerous blind tests indicating that Coke's flavor is not preferred, Coca-Cola continues to enjoy a dominant share of the cola market. Coca-Cola's history is so replete with uncertainty that a folklore has sprung up around the brand, including the (refuted) myth that Coca-Cola
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recognized the value of supplying royalty, often at prices well below cost, for the sake of the publicity and kudos it generated. Many manufacturers began actively displaying the royal arms on their premises, packaging and labelling. By 1840, the rules surrounding the display of royal arms were
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In the East, evidence of branding also dates to an early period. Recent research suggests that Chinese merchants made extensive use of branding, packaging, advertising and retail signage. From as early as 200 BCE, Chinese packaging and branding was used to signal family, place names and product
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Within the literature, it is possible to identify two distinct definitions of brand equity. Firstly an accounting definition suggests that brand equity is a measure of the financial value of a brand and attempts to measure the net additional inflows as a result of the brand or the value of the
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Even though social media has changed the tactics of marketing brands, its primary goals remain the same; to attract and retain customers. However, companies have now experienced a new challenge with the introduction of social media. This change is finding the right balance between empowering
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Scauras' fish sauce was known to be of very high quality across the Mediterranean and its reputation travelled as far away as modern France. Curtis has described this mosaic as "an advertisement... and a rare, unequivocal example of a motif inspired by a patron, rather than by the artist".
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The impetus for more widespread branding was often provided by government laws, requiring producers to meet minimum quality specifications or to standardize weights and measures, which in turn, was driven by public concerns about quality and fairness in exchange. The use of
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culture, where a high level of consumption was attainable for a wide variety of ordinary consumers rather than just the elite (p. 212). The rise of a consumer culture led to the commercial investment in carefully managed company image, retail signage, symbolic brands,
432:, found at Herculaneum, indicate that some bakers stamped their bread with the producer's name and other information including the use, price or intended recipient. These markings demonstrate the public's need for product information in an increasingly complex
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Escalas, J.E. and Bettman, J.R., "Self-Brand Connections: The Role of Reference Groups and Celebrity Endorsers in the Creation of Brand Meaning", in Handbook of Brand Relationships, D. J. MacInnis, C. W. Park and J.W. Priester (eds), Routledge, 2014, p.
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Not all historians agree that the distinctive packages and markings used in antiquity can be compared with modern brands or labels. Moore and Reid, for example, have argued that the distinctive shapes and markings in ancient containers should be termed
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intangible asset of the brand. A different definition comes from marketing where brand equity is treated as a measure of the strength of consumers' attachment to a brand; a description of the associations and beliefs the consumer has about the brand.
428:, archaeological evidence also points to evidence of branding and labelling in relatively common use. Wine jars, for example, were stamped with names, such as "Lassius" and "L. Eumachius;" probably references to the name of the producer.
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Karmasin, H., "Ernest Dichter's Studies on Automobile Marketing", in Schwarzkopf, S. and Gries, R. (eds.), Ernest Dichter and Motivation Research: New Perspectives on the Making of Post-war Consumer Culture, Palgrave Macmillan, 2010, p.
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funerary artwork also depicts branded animals. Over time, the practice was extended to marking personal property such as pottery or tools, and eventually some type of brand or insignia was attached to goods intended for trade.
265:, proceeds to planning how the brand should be perceived if it is to achieve its objectives and continues with ensuring that the brand is perceived as planned and secures its objectives. Developing a good relationship with
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By the 1940s, manufacturers began to recognize the way in which consumers were developing relationships with their brands in a social/psychological/anthropological sense. Advertisers began to use motivational research and
293:). Based on the aims of the established marketing strategy, brand management enables the price of products to grow and builds loyal customers through positive associations and images or a strong awareness of the brand.
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of Pompeii. The inscription which reads "G(ari) F(los) SCO(mbri) SCAURI EX OFFI(CI)NA SCAURI" has been translated as "The flower of garum, made of the mackerel, a product of Scaurus, from the shop of Scaurus".
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Ebrahim, E., Ghoneim, A., Irani, A. and Fan. Y., "A Brand Preference and Repurchase Intention Model: The Role of Consumer experience", Journal of Marketing Management, Vol 32, No. 13-14, 2016, pp 1230–1259,
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draws on the notion that consumers prefer brands with personalities that are congruent with their own; consumers tend to form strong attachments with brands where the brand personality matches their own.
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tightened to prevent fraudulent claims. By the early 19th century, the number of royal warrants granted rose rapidly when Queen Victoria granted some 2,000 royal warrants during her reign of 64 years.
549:, and therefore the use of branding expanded with each advance in transportation, communication, and trade. The modern discipline of brand management is considered to have been started by a memo at
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share with the brand, and also the relationships they have with the brand. A brand manager would oversee all aspects of the consumer's brand association as well as relationships with members of the
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Before long, radio station owners realized they could increase advertising revenue by selling 'air-time' in small time allocations which could be sold to multiple businesses. By the 1930s, these
490:, applied to precious metal objects, was well in place by the 4th century CE in Byzantium. Evidence of marked silver bars dates to around 350 CE, and represents one of the oldest known forms of
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is essential for brand management. Tangible elements of brand management include the product itself; its look, price, and packaging, etc. The intangible elements are the experiences that the
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Curran, Ross; Taheri, Babak; MacIntosh, Robert; O'Gorman, Kevin (December 1, 2016). "Nonprofit Brand Heritage: Its Ability to Influence Volunteer Retention, Engagement, and Satisfaction".
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Briciu, V.A, and Briciu, A., "A Brief History of Brands and the Evolution of Place Branding", Bulletin of the Transilvania University of Braşov , Vol. 9 (58) No. 2 2016, p.137-38 Online:
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Brand management aims to create an emotional connection between products, companies and their customers and constituents. Brand managers & Marketing managers may try to control the
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Briciu, V.A, and Briciu, A., "A Brief History of Brands and the Evolution of Place Branding", Bulletin of the Transilvania University of Braşov , Vol. 9 (58) No. 2 2016, p.137 Online:
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soon risk being transformed into competitive prerequisites. For this reason, increasing numbers of companies are looking for other, more enduring, competitive tools – such as brands.
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Briciu, V.A, and Briciu, A., "A Brief History of Brands and the Evolution of Branding", Bulletin of the Transilvania University of Braşov , Vol. 9 (58) No. 2 2016, p.139 Online:
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in antiquity. Archaeologists have identified some 1,000 different Roman potters' marks of the early Roman Empire, suggesting that branding was a relatively widespread practice.
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1617:. Dumbarton Oaks Studies. Vol. 7. J.P.C. Kent (excursus on the comes sacrarum largitionum). Washington: Dumbarton Oaks Research Library and Collection. pp. 23–35.
482:- information about the product's quality expressed by the name of the manufacturer, place of origin or ingredients or any other generally accepted indicator of quality.
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may sponsor an aerobatics team purely for the "image" created by such sponsorship. Space travel and brand management for this reason also enjoys a special relationship.
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refers to how easily the consumers can associate a brand based on the company's logo, slogan, color scheme, or other visual element, without seeing the company's name.
474:– information about the origin of manufacture-expressed by a mark, signature or even by the physical properties of the raw materials including the packaging materials,
532:, for example, was one of the earliest recipients of a royal warrant when he became the King's printer in 1476. By the 18th century, mass-market manufacturers such as
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refers to whether customers expect the brand to do what is right. 81% of consumers from different markets identified this as a deciding factor in their purchases.
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Bampo, M.; Ewing, M. T.; Mather, D. R.; Stewart, D.; Wallace, M. (2008). "The effect of the social structure of digital networks on viral marketing performance".
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refers to the extent to which consumers can identify a brand under various conditions. Marketers typically identify two distinct types of brand awareness; namely
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name in discount/clearance sales), whereas on the other end of the extreme a perfume brand might be created that does not show the actual use of the perfume or
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Schallehn, Mike; Burmann, Christoph; Riley, Nicola (2014). Brand authenticity: model development and empirical testing. Journal of Brand Management. 23 (3):
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Percy, L. and Rossiter, J., "A Model of Brand Awareness and Brand Attitude Advertising Strategies", Psychology and Marketing, Vol. 9, No. 4, 1992, pp 263–274
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bearing his personal brand and quality claims. The mosaic comprises four different amphora, one at each corner of the atrium, and bearing labels as follows:
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Wolny, J.; Mueller, C. (2013). "Analysis of fashion consumers' motives to engage in electronic word-of-mouth communication through social media platforms".
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as the packets of time became known, were being sold by the station's geographical sales representatives, ushering in an era of national radio advertising.
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1. G(ari) F(los) SCO/ SCAURI/ EX OFFI/NA SCAU/RI Translated as "The flower of garum, made of the mackerel, a product of Scaurus, from the shop of Scaurus"
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refers to a set of information nodes held in memory that form a network of associations and are linked to a key variable. For example, variables such as
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replaced the royal charter in England. The Lord Chamberlain of England formally appointed tradespeople as suppliers to the royal household. The printer
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The distinctive red colour, custom-designed Spencerian script and the shape of the bottle make Coca-Cola one of the most recognizable brands globally.
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rather than seen as modern brands according to our modern understanding. A proto-brand is one that possesses at least one of three characteristics;
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With the rise of mass media in the early 20th century, companies soon adopted techniques that would allow their advertising messages to stand out;
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Cano, C., "The Recent Evolution of Market Segmentation Concepts and Thoughts Primarily by Marketing Academics", in E. Shaw (ed.),
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served some of the functions of a label, communicating information about region of origin, the name of the producer and may have carried product
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refers to the feelings of attachment a consumer forms with a brand. It is a tendency of consumers to purchase repeatedly from a specific brand.
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Interbrand's 2020 top-10 global brands are Apple, Amazon, Microsoft, Google, Samsung, Coca-Cola, Toyota, Mercedes-Benz, McDonald's, and Disney.
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Volume 17, Marvin E. Goldberg, Gerald Gorn, and Richard W. Pollay (eds), Provo, UT Association for Consumer Research, pp 110–119, Stable URL:
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quality, and the use of government imposed product branding was used between 600 and 900 AD. Eckhart and Bengtsson have argued that during the
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1044:"By Appointment to His Royal Majesty" was a registered and limited list of approved brands suitable for supply to the British royal family.
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The Romance of Marketing History: Proceedings of the 11th Conference on Historical Analysis and Research in Marketing (CHARM),
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Brand managers create strategies to convert a suspect to prospect, prospect to buyer, buyer to customer, and customer to brand advocates.
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refers to "consumers' predisposition towards certain brands that summarize their cognitive information processing towards brand stimuli".
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refers to the "buyer's overall evaluation of a brand with respect to its perceived ability to meet a currently relevant motivation".
1658:. University of Connecticut Libraries. Washington, Dumbarton Oaks Research Library and Collection, Trustees for Harvard University;
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Bevan, A, "Making and Marking Relationships: Bronze Age Brandings and Mediterranean Commodities In Bevan, A. and D. Wengrow (eds.),
2268:"Company versus consumer performance: does brand community identification foster brand loyalty and the consumer's personal brand?"
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Brand management uses an array of marketing tools and techniques in order to increase the perceived value of a product (see:
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The Future of Marketing's Past: Proceedings of the 12th Annual Conference on Historical Analysis and Research in Marketing,
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Keller, Kevin Lane; Lehmann, Donald R. (November 1, 2006). "Brands and Branding: Research Findings and Future Priorities".
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The Future of Marketing's Past: Proceedings of the 12th Annual Conference on Historical Analysis and Research in Marketing,
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in the 1930s. Many of the earliest radio drama series were sponsored by soap manufacturers and the genre became known as a
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Non-Destructive Imaging of Worn-off Hallmarks and Engravings from Metal Objects of Art Using Scanning Acoustic Microscopy
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refers to an image an organization wants to project; a psychological meaning or meaning profile associated with a brand.
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Weber, L. (2009). Marketing to the social web: How digital customer communities build your business. London: Wiley.
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Vol. 36 No. 1, pp. 45–57; Parker, B. T., "A Comparison of Brand Personality and Brand user-imagery Congruence",
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Turning Trade Marks into Brands: How Advertising Agencies Created Brands in the Global Market Place, 1900–1930,
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Demirdjian, Z. S., "Rise and Fall of Marketing in Mesopotamia: A Conundrum in the Cradle of Civilization", In
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Demirdjian, Z. S., "Rise and Fall of Marketing in Mesopotamia: A Conundrum in the Cradle of Civilization", In
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By the 18th century, manufacturers began displaying a royal warrant on their premises and on their packaging.
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Aaker, J. (1997), "Dimensions of brand personality", Journal of Marketing Research, Vol. 34 No. 3, p. 347
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Vol. 34 No. 3, 1997, p. 347; Aaker, J., "The Malleable Self: The Role of Self-expression in Persuasion",
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4. LIQUAMEN/ OPTIMUM/ EX OFFICI/A SCAURI Translated as: "The best liquamen, from the shop of Scaurus"
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respectively defined it as a fulfillment in customer expectations and consistent customer satisfaction.
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3. G F SCOM/ SCAURI Translated as: "The flower of garum, made of the mackerel, a product of Scaurus"
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Mark Casson and John S. Lee, "The Origin and Development of Markets: A Business History Perspective",
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2584:"Corporate heritage brand management: Corporate heritage brands versus contemporary corporate brands"
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refers to "the set of human personality traits that are both applicable to and relevant for brands".
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A number of archaeological research studies have found extensive evidence of branding, packaging and
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Harvard University Press, 2008; See Chapter 5, "Earning a Living: Baker, Banker and Garum Maker",
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loyalty, bounce back from circumstantial crisis, and can benefit from price-sensitive customers.
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Azoulay, A and Kapferer, J.N., "Do Brand Personality Scales Really Measure Brand Personality?"
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Leighton Neilson (ed.), CA, Longman, Association for Analysis and Research in Marketing, 2005
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Leighton Neilson (ed.), CA, Longman, Association for Analysis and Research in Marketing, 2005
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Oxford, Routledge, 2008, p. 330; Curtis, R.I., "A Personalized Floor Mosaic from Pompeii",
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Materiality and Social Practice: Transformative Capacities of Intercultural Encounters,
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royal household, and by implication inspired public confidence. In the 15th century, a
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Some believe brand managers can be counter-productive, due to their short-term focus.
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Lux, print advertisement, 1916, Lux was 'positioned' as the soap for all fine fabrics.
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Dobni, D., and Zinkhan, G.M., "In Search of Brand Image: a Foundation Analysis", in:
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Taheri, Babak; Farrington, Thomas; Curran, Ross; O'Gorman, Kevin (April 11, 2017).
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Keller, K., "Conceptualizing, Measuring and Managing Customer-Based Brand Equity",
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Brand equity & advertising : advertising's role in building strong brands
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http://www.hbs.edu/businesshistory/Documents/origin-and-development-of-markets.pdf
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Among the most highly visible and recognizable brands is the script and logo for
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842:
529:
515:
433:
270:
266:
205:
104:
99:
42:
2805:
Petty, R.S., "A History of Brand Identity Protection and Brand Marketing", in
2705:
2366:
2155:
Advertising and Promotion: An integrated marketing communications perspective,
1783:
3681:
3635:
3580:
3482:
3431:
2823:
D.G. Brian Jones and Mark Tadajewski (eds), Oxon, Routledge, 2016, pp 115–130
2744:
2735:
2718:
2649:
2607:
2560:
2517:
2509:
2465:
2293:
2192:
2086:
2026:
1736:
1010:
977:
828:
808:
392:
345:
341:
314:
114:
75:
2809:
D.G. Brian Jones and Mark Tadajewski (eds), Oxon, Routledge, 2016, pp 97–114
1934:
1653:
1428:
International Journal of Social Sciences and Interdisciplinary Research,
2812:
Moore, K. and Reid., S., "The Birth of the Brand: 4000 Years of Branding",
2552:
2479:
1622:
1551:
Moore, K. and Reid., S., "The Birth of the Brand: 4000 Years of Branding",
1525:
Moore, K. and Reid., S., "The Birth of the Brand: 4000 years of Branding",
1250:
1135:
1052:
962:
822:
322:
290:
274:
147:
2672:. If this is an intentional citation to a retracted paper, please replace
2184:
2066:
1987:
1800:"Great Moments In Branding: Neil McElroy Memo – Branding Strategy Insider"
802:
3459:
2774:
2761:
2390:
1813:
1538:
Eckhardt, G.M. and Bengtsson. A. "A Brief History of Branding in China",
1160:
1030:
546:
445:
425:
56:
2168:
702:
185:
3464:
2876:
2599:
1911:
CGR Working Paper, Queen Mary University, London, 18 August 2008, p. 22
1702:
http://webbut.unitbv.ro/bulletin/Series%20VII/BULETIN%20I/22_Briciu.pdf
1566:
http://webbut.unitbv.ro/bulletin/Series%20VII/BULETIN%20I/22_Briciu.pdf
1341:
http://webbut.unitbv.ro/bulletin/Series%20VII/BULETIN%20I/22_Briciu.pdf
1230:
668:
590:
585:
505:
363:
338:
210:
66:
1488:
1460:
1309:
2.12 (2011): 435–441. Business Source Complete. Web. October 20, 2012.
867:
3366:
3209:
2583:
1763:
The Marketing Era: From Professional Practice to Global Provisioning,
876:
768:
742:
708:
495:
450:
357:
334:
330:
250:
1305:
Shamoon, Sumaira, and Saiqa Tehseen. "Brand Management: What Next?"
2013:"FACT CHECK: Did Coca-Cola Invent the Modern Image of Santa Claus?"
1480:
1452:
1190:
883:
Modern brand management also intersects with legal issues such as '
722:
662:
499:
487:
310:
2620:
1387:
Twede, D., "Commercial amphoras: The earliest consumer packages?"
399:
patterns in the atrium of his house were decorated with images of
2766:
2495:
782:
762:
400:
380:
2226:
Wood, L., "Brands and Brand Equity: Definition and Management",
2128:
2019 Edelman Trust Barometer Special Report: In Brands We Trust?
904:
brand image, brand personality, brand attitude, brand preference
2834:
788:
728:
577:
573:
569:
560:
396:
3509:
Association of Technology, Management, and Applied Engineering
1307:
Interdisciplinary Journal of Contemporary Research in Business
682:
2845:
2582:
Cooper, Holly; Merrilees, Bill; Miller, Dale (June 1, 2015).
1110:
888:
581:
391:) was branding his amphora which travelled across the entire
388:
368:
258:
2355:
International Journal of Retail and Distribution Management
2071:. David A. Aaker, Alexander L. Biel. Hillsdale, N.J. 1993.
1737:"Royal warrants: What they tell us about the Royal Family"
1668:
The Silver Society, "Hallmarks on British Silver" Online:
1499:
Curtis, R.I., "A Personalized Floor Mosaic from Pompeii",
1471:
Curtis, R.I., "A Personalized Floor Mosaic from Pompeii",
1838:
1584:
Benson, Paul L.; Gilmore, Robert S. (November 15, 2004).
906:
are nodes within a network that describes the sources of
410:
2. LIQU/ FLOS Translated as: "The flower of Liquamen"
2348:"The secret to a fashion advantage is brand orientation"
2266:
Confente, Ilenia; Kucharska, Wioleta (January 1, 2021).
1594:
National Center for Preservation Technology and Training
1426:
Rajaram, S. and Shelly, C. S., "History of Branding",
502:
for silver and gold were introduced in Britain in 1300.
2167:
PhD, Ian Brennan; PhD, Laurie A. Babin (May 11, 2004).
864:. Occasionally trademarks may differ across countries.
1721:
Royal Fever: The British Monarchy in Consumer Culture,
2581:
2430:
2345:
2255:
http://acrwebsite.org/volumes/7005/volumes/v17/NA-17
918:
form a linked network that describes the consumer's
478:
such as storage, transportation and assortment; and
309:
In pre-literate societies, the distinctive shape of
2717:Balmer, John M. T.; Burghausen, Mario (June 2019).
2491:
2489:
1847:
325:times. The practice may have first begun with the
321:The earliest origins of branding can be traced to
2265:
1439:Clarke, J. R. in Dobbins, J. J. and Foss, P. W.,
461:Hallmark on an English silver spoon, 18th century
3679:
2716:
2486:
1723:University of California Press, 2015, pp 167–69
1818:P&G Changing the Face of Consumer Marketing
2157:9th ed., New York, NY: McGraw-Hill Irwin, 2012
1962:Aaker, J., "Dimensions of Brand Personality",
1514:The Fires of Vesuvius: Pompeii Lost and Found,
387:, a manufacturer of fish sauce (also known as
2861:
2821:The Routledge Companion to Marketing History,
2807:The Routledge Companion to Marketing History,
2538:
1982:
1980:
1583:
1301:
1299:
1297:
1295:
230:
2719:"Marketing, the past and corporate heritage"
2041:"41 Brand Names People Use as Generic Terms"
1670:http://www.thesilversociety.org/Identify.pdf
1731:
1729:
1652:Dodd, Erica Cruikshank; Kent, John (1961).
2868:
2854:
2686:|...|intentional=yes}}
2099:: CS1 maint: location missing publisher (
1977:
1854:. New York: The Free Press. pp. 1–6.
1292:
1017:. The consequence is that product-related
1009:strong brands is the accelerating pace of
237:
223:
2734:
2374:
2283:
1282:"Understanding the Power of a Brand Name"
2819:Twede, D., "A History of Packaging", in
2498:Nonprofit and Voluntary Sector Quarterly
1896:Historical Dictionary of American Radio,
1726:
1651:
1633:Dubler, Anne-Marie (November 27, 2008).
1361:, "Prehistories of Commodity Branding",
866:
559:
504:
498:period, have been found and documented.
456:
444:(960–1127), Chinese society developed a
362:
304:
1400:Maran, J. and Stockhammer, P.W. (eds),
894:
14:
3680:
2166:
1924:Boca Ranton, FL: AHRIM, 2003, pp 16–18
1820:. Harvard Business School. May 2, 2000
1632:
2849:
1898:Greenwood Publishing Group, 1998, p.8
2389:
2346:Bridson, K. & Evans, J. (2004).
1612:
1378:Walnut Coast, Left Coast Press, 2010
1003:
624:Interbrand's Top Ten Global Brands (
3545:Bachelor of Business Administration
2217:4th ed., Kogan Page, 2008, pp 10–11
1087:
476:performs a basic marketing function
24:
3646:Organizational behavior management
2792:
2153:Belch, G. E., & Belch, M. A.,
2027:"FACT CHECK: Bite the Wax Tadpole"
1974:, Vol. 26 No. 3, 2009, pp. 175–184
910:In another example, the variables
25:
3699:
3560:Doctor of Business Administration
3550:Master of Business Administration
2827:
1078:
344:depict images of branded cattle.
257:begins with an analysis on how a
3661:
2833:
2230:Vol. 38, No. 9, 2000, pp 662–669
1639:Historisches Lexikon der Schweiz
1542:Vol, 30, no. 3, 2010, pp 210–221
1501:American Journal of Archaeology,
1473:American Journal of Archaeology,
1445:American Journal of Archaeology,
1094:Brand § Branding strategies
1024:
841:
821:
801:
781:
761:
741:
721:
701:
681:
661:
615:
2755:
2710:
2694:
2614:
2575:
2532:
2459:
2433:Journal of Marketing Management
2424:
2415:
2383:
2339:
2322:
2313:
2300:
2259:
2243:
2233:
2220:
2207:
2173:Journal of Promotion Management
2160:
2147:
2134:
2120:
2111:
2059:
2033:
2019:
2005:
1956:
1946:
1927:
1914:
1901:
1888:
1868:
1832:
1806:
1792:
1768:
1755:
1713:
1694:
1691:Pelican, Louisiana, 2010, p. 13
1681:
1662:
1645:
1613:Dodd, Erica Cruikshank (1961).
1577:
1558:
1545:
1532:
1519:
1506:
1493:
1465:
1433:
1420:
1391:Vol. 22, No. 1, 2002, pp 98–108
1376:Cultures of Commodity Branding,
1069:
3524:Chartered Management Institute
2875:
2630:Journal of Sustainable Tourism
2393:(2006). Raymond Miller (ed.).
2251:Advances in Consumer Research,
1968:Journal of Marketing Research,
1964:Journal of Marketing Research,
1778:Vol. 85, Spring, 2011, p. 18,
1407:
1394:
1381:
1368:
1365:Vol. 49, No. 1, 2008, pp. 7–34
1352:
1333:
1312:
1274:
280:
261:is currently perceived in the
13:
1:
2669:10.1080/09669582.2021.1920737
2642:10.1080/09669582.2017.1310867
2335:10.1080/0267257X.2016.1150322
2169:"Brand Placement Recognition"
1972:Journal of Consumer Marketing
1475:Vol. 88, No. 4 (Oct., 1984),
1320:"Brand Management Definition"
1267:
1039:
371:container, from the house of
2893:Index of management articles
2468:Information Systems Research
2445:10.1080/0267257X.2013.778324
2308:Journal of Brand Management,
525:royal warrant of appointment
7:
3529:Critical management studies
3392:Full range leadership model
2816:Vol. 50, 2008. p. 5–23
2588:Journal of Brand Management
2310:Vol. 11, No. 2, 2003 p. 151
2272:Journal of Brand Management
2215:Strategic Brand Management,
1765:Routledge, 2004, p. 126-127
1590:Nelson-Atkins Museum of Art
1098:
885:genericization of trademark
10:
3704:
3519:Certified Business Manager
2788:Thames & Hudson, 2005.
2781:Thames & Hudson, 2008.
2395:Globalisation and Identity
2285:10.1057/s41262-020-00208-4
1878:1st ed., BDD Books; 1991,
1719:Otnes, C.C., and Maclaran,
1540:Journal of Macromarketing,
1389:Journal of Macromarketing,
1091:
430:Carbonized loaves of bread
329:in the middle East in the
300:
27:Process in brand marketing
3659:
3568:
3537:
3501:
3473:
3445:
3387:Evidence-based management
3357:
3331:
3259:
3233:
3190:
3158:
3114:
3103:
3049:
2984:
2977:
2966:
2901:
2883:
2706:10.1108/JPBM-06-2013-0339
2367:10.1108/09590550410546223
1940:December 6, 2006, at the
1814:"Neil McElroy's Epiphany"
1784:10.1017/S0007680511000018
1529:Vol. 50, 2008. pp 419–32.
3641:Organization development
3397:Management by objectives
2736:10.1177/1470593118790636
2510:10.1177/0899764016633532
1776:Business History Review,
327:branding of farm animals
3422:Social entrepreneurship
3382:Earned value management
2399:Oxford University Press
1655:Byzantine silver stamps
1615:Byzantine Silver Stamps
1555:Vol. 50, 2008, p. 5; 23
1404:Oxford, UK, Oxbow, 2012
584:in the 1920s and early
3668:Systems science portal
3611:Management development
3606:Management cybernetics
3591:Executive compensation
3427:Sustainable management
3289:Information technology
3269:Environmental resource
2553:10.1287/mksc.1050.0153
2480:10.1287/isre.1070.0152
1707:July 13, 2019, at the
1675:July 28, 2018, at the
1571:July 13, 2019, at the
1503:Vol. 88, No. 4, p. 557
1447:Vol. 88, No. 4, 1984,
1346:July 13, 2019, at the
1106:Advertising management
1019:competitive advantages
872:
862:trademark infringement
565:
510:
462:
424:In Pompeii and nearby
376:
318:
3631:Managerial psychology
3596:Management consulting
3417:Scientific management
3200:Customer relationship
2888:Outline of management
2678:|...}}
2663:(Retracted, see
2376:10536/DRO/DU:30004359
2185:10.1300/J057v10n01_13
2142:Journal of Marketing,
2103:) CS1 maint: others (
1689:Build Your Own Brand,
1441:The World of Pompeii,
1430:Vol. 1, no. 3, p. 101
1363:Current Anthropology,
1261:Visual brand language
1216:Outline of management
1092:Further information:
908:brand-self congruity.
870:
563:
508:
460:
366:
308:
168:Visual brand language
3626:Managerial economics
3586:Corporate governance
3493:Oliver E. Williamson
3372:Collaborative method
2842:at Wikimedia Commons
2779:The Brands Handbook.
2228:Management Decision,
2144:Vol. 22, No. 1, 1993
2131:Edelman. 2019. p. 9.
2015:. December 18, 2001.
1844:Erich Joachimsthaler
1600:on December 13, 2016
1592:. Natchitoches, LA:
1196:History of marketing
1146:Brand implementation
991:Self-brand congruity
895:Branding terminology
551:Procter & Gamble
451:trademark protection
3488:Eliyahu M. Goldratt
2397:. South Melbourne:
1935:Newmediagroup.co.uk
1876:Soap Opera History,
1201:Individual branding
1156:Chief brand officer
629:
580:began to appear on
492:consumer protection
3651:Pointy-haired Boss
3601:Management control
3437:Virtual management
2771:Picador USA, 2009.
2600:10.1057/bm.2015.17
1256:Trademark dilution
1171:Corporate branding
1166:Consumer behaviour
1121:Brand architecture
1015:product lifecycles
900:Brand associations
873:
623:
597:advertising spots,
566:
511:
480:quality attributes
463:
377:
319:
3675:
3674:
3621:Management system
3555:PhD in management
3327:
3326:
3186:
3185:
3099:
3098:
3067:Product lifecycle
2838:Media related to
2814:Business History,
2541:Marketing Science
2408:978-0-19-558492-9
2078:978-1-317-75982-9
1907:Schwarzkopf, S.,
1553:Business History,
1527:Business History,
1221:Personal branding
1206:Internet branding
1186:Generic trademark
1176:Employer branding
1004:Brand orientation
985:Brand personality
956:Brand Recognition
947:brand recognition
912:brand recognition
857:
856:
609:consumer research
385:Umbricius Scauras
373:Umbricius Scaurus
247:
246:
153:Perceived quality
16:(Redirected from
3695:
3688:Brand management
3665:
3402:Management style
3112:
3111:
2982:
2981:
2975:
2974:
2870:
2863:
2856:
2847:
2846:
2840:Brand management
2837:
2749:
2748:
2738:
2723:Marketing Theory
2714:
2708:
2698:
2692:
2691:
2689:
2687:
2679:
2661:
2627:
2618:
2612:
2611:
2579:
2573:
2572:
2536:
2530:
2529:
2504:(6): 1234–1257.
2493:
2484:
2483:
2463:
2457:
2456:
2439:(5/6): 562–583.
2428:
2422:
2419:
2413:
2412:
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2380:
2378:
2352:
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2337:
2326:
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2297:
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2247:
2241:
2237:
2231:
2224:
2218:
2213:Kapferer, J.N.,
2211:
2205:
2204:
2179:(1–2): 185–202.
2164:
2158:
2151:
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2098:
2090:
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2023:
2017:
2016:
2009:
2003:
2002:
2000:
1998:
1984:
1975:
1960:
1954:
1950:
1944:
1933:Mildred Pierce,
1931:
1925:
1918:
1912:
1905:
1899:
1892:
1886:
1874:Copeland, M.A.,
1872:
1866:
1865:
1853:
1850:Brand Leadership
1836:
1830:
1829:
1827:
1825:
1810:
1804:
1803:
1802:. June 12, 2009.
1796:
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1626:
1609:
1607:
1605:
1596:. Archived from
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1543:
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1523:
1517:
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1504:
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1330:
1328:
1326:
1316:
1310:
1303:
1290:
1289:
1278:
1246:Silver hallmarks
1151:Challenger brand
1131:Brand engagement
1116:Brand ambassador
1088:Brand strategies
998:Brand preference
924:brand knowledge.
845:
825:
805:
785:
765:
745:
725:
705:
685:
665:
630:
622:
534:Josiah Wedgewood
255:brand management
239:
232:
225:
36:Brand management
32:
31:
21:
3703:
3702:
3698:
3697:
3696:
3694:
3693:
3692:
3678:
3677:
3676:
3671:
3655:
3564:
3533:
3514:Business school
3497:
3475:
3469:
3455:Decision-making
3447:
3441:
3412:Micromanagement
3407:Macromanagement
3359:
3353:
3323:
3279:Human resources
3274:Field inventory
3255:
3229:
3192:
3182:
3154:
3107:
3105:
3095:
3045:
2988:
2970:
2968:
2962:
2904:of organization
2903:
2897:
2879:
2874:
2830:
2795:
2793:Further reading
2758:
2753:
2752:
2715:
2711:
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2116:
2112:
2092:
2091:
2079:
2065:
2064:
2060:
2050:
2048:
2047:. July 14, 2011
2039:
2038:
2034:
2029:. May 19, 2011.
2025:
2024:
2020:
2011:
2010:
2006:
1996:
1994:
1986:
1985:
1978:
1961:
1957:
1951:
1947:
1942:Wayback Machine
1932:
1928:
1919:
1915:
1906:
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1840:Aaker, David A.
1837:
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1798:
1797:
1793:
1773:
1769:
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1744:
1743:. July 12, 2013
1735:
1734:
1727:
1718:
1714:
1709:Wayback Machine
1699:
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1677:Wayback Machine
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1663:
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1573:Wayback Machine
1563:
1559:
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1533:
1524:
1520:
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1507:
1498:
1494:
1483:, pp. 557–566,
1470:
1466:
1455:, pp. 557–566,
1438:
1434:
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1421:
1412:
1408:
1399:
1395:
1386:
1382:
1373:
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1348:Wayback Machine
1338:
1334:
1324:
1322:
1318:
1317:
1313:
1304:
1293:
1286:www.nielsen.com
1280:
1279:
1275:
1270:
1265:
1241:School branding
1236:Return on brand
1211:Nation branding
1141:Brand extension
1126:Brand awareness
1101:
1096:
1090:
1081:
1072:
1060:Nation branding
1042:
1027:
1006:
942:Brand awareness
920:brand awareness
897:
618:
555:Neil H. McElroy
538:Matthew Boulton
383:(circa 35 CE),
367:Mosaic showing
303:
283:
243:
143:Differentiation
125:Verbal Identity
110:Lifestyle brand
28:
23:
22:
15:
12:
11:
5:
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3657:
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3623:
3618:
3616:Management fad
3613:
3608:
3603:
3598:
3593:
3588:
3583:
3578:
3576:Administration
3572:
3570:
3566:
3565:
3563:
3562:
3557:
3552:
3547:
3541:
3539:
3535:
3534:
3532:
3531:
3526:
3521:
3516:
3511:
3505:
3503:
3499:
3498:
3496:
3495:
3490:
3485:
3479:
3477:
3471:
3470:
3468:
3467:
3462:
3457:
3451:
3449:
3443:
3442:
3440:
3439:
3434:
3429:
3424:
3419:
3414:
3409:
3404:
3399:
3394:
3389:
3384:
3379:
3374:
3369:
3363:
3361:
3355:
3354:
3352:
3351:
3346:
3341:
3335:
3333:
3329:
3328:
3325:
3324:
3322:
3321:
3316:
3311:
3306:
3301:
3296:
3291:
3286:
3281:
3276:
3271:
3265:
3263:
3257:
3256:
3254:
3253:
3248:
3243:
3237:
3235:
3231:
3230:
3228:
3227:
3222:
3217:
3212:
3207:
3202:
3196:
3194:
3188:
3187:
3184:
3183:
3181:
3180:
3175:
3170:
3164:
3162:
3156:
3155:
3153:
3152:
3147:
3146:
3145:
3140:
3126:
3120:
3118:
3109:
3104:On activity or
3101:
3100:
3097:
3096:
3094:
3093:
3088:
3087:
3086:
3076:
3075:
3074:
3069:
3059:
3053:
3051:
3047:
3046:
3044:
3043:
3038:
3033:
3028:
3023:
3018:
3013:
3008:
3003:
2998:
2992:
2990:
2979:
2972:
2964:
2963:
2961:
2960:
2955:
2950:
2945:
2940:
2935:
2930:
2929:
2928:
2918:
2913:
2907:
2905:
2899:
2898:
2896:
2895:
2890:
2884:
2881:
2880:
2873:
2872:
2865:
2858:
2850:
2844:
2843:
2829:
2828:External links
2826:
2825:
2824:
2817:
2810:
2803:
2794:
2791:
2790:
2789:
2782:
2772:
2757:
2754:
2751:
2750:
2729:(2): 217–227.
2709:
2693:
2613:
2594:(5): 412–430.
2574:
2547:(6): 740–759.
2531:
2485:
2474:(3): 273–290.
2458:
2423:
2414:
2407:
2401:. p. 74.
2382:
2361:(8): 403–411.
2338:
2321:
2312:
2299:
2258:
2242:
2232:
2219:
2206:
2159:
2146:
2133:
2119:
2110:
2077:
2058:
2032:
2018:
2004:
1976:
1955:
1945:
1926:
1913:
1900:
1887:
1867:
1860:
1831:
1805:
1791:
1767:
1761:Applbaum, K.,
1754:
1725:
1712:
1693:
1680:
1661:
1644:
1576:
1557:
1544:
1531:
1518:
1505:
1492:
1481:10.2307/504744
1464:
1453:10.2307/504744
1432:
1419:
1406:
1393:
1380:
1367:
1359:Wengrow, David
1351:
1332:
1311:
1291:
1272:
1271:
1269:
1266:
1264:
1263:
1258:
1253:
1248:
1243:
1238:
1233:
1228:
1226:Place branding
1223:
1218:
1213:
1208:
1203:
1198:
1193:
1188:
1183:
1181:Faith branding
1178:
1173:
1168:
1163:
1158:
1153:
1148:
1143:
1138:
1133:
1128:
1123:
1118:
1113:
1108:
1102:
1100:
1097:
1089:
1086:
1080:
1079:Brand heritage
1077:
1071:
1068:
1066:of the 1990s.
1064:Cool Britannia
1041:
1038:
1026:
1023:
1005:
1002:
929:Brand attitude
896:
893:
855:
854:
851:
846:
839:
835:
834:
831:
826:
819:
815:
814:
811:
806:
799:
795:
794:
791:
786:
779:
775:
774:
771:
766:
759:
755:
754:
751:
746:
739:
735:
734:
731:
726:
719:
715:
714:
711:
706:
699:
695:
694:
691:
686:
679:
675:
674:
671:
666:
659:
655:
654:
646:
641:
636:
626:by brand value
617:
614:
530:William Caxton
516:Staffelter Hof
418:
417:
414:
411:
408:
342:cave paintings
315:quality claims
302:
299:
282:
279:
271:target markets
267:target markets
245:
244:
242:
241:
234:
227:
219:
216:
215:
214:
213:
208:
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198:
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122:
117:
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107:
102:
97:
92:
87:
79:
78:
72:
71:
70:
69:
64:
62:Implementation
59:
54:
46:
45:
39:
38:
26:
18:Brand strategy
9:
6:
4:
3:
2:
3700:
3689:
3686:
3685:
3683:
3670:
3669:
3664:
3658:
3652:
3649:
3647:
3644:
3642:
3639:
3637:
3636:Managerialism
3634:
3632:
3629:
3627:
3624:
3622:
3619:
3617:
3614:
3612:
3609:
3607:
3604:
3602:
3599:
3597:
3594:
3592:
3589:
3587:
3584:
3582:
3581:Collaboration
3579:
3577:
3574:
3573:
3571:
3567:
3561:
3558:
3556:
3553:
3551:
3548:
3546:
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3530:
3527:
3525:
3522:
3520:
3517:
3515:
3512:
3510:
3507:
3506:
3504:
3500:
3494:
3491:
3489:
3486:
3484:
3483:Peter Drucker
3481:
3480:
3478:
3472:
3466:
3463:
3461:
3458:
3456:
3453:
3452:
3450:
3444:
3438:
3435:
3433:
3432:Team building
3430:
3428:
3425:
3423:
3420:
3418:
3415:
3413:
3410:
3408:
3405:
3403:
3400:
3398:
3395:
3393:
3390:
3388:
3385:
3383:
3380:
3378:
3375:
3373:
3370:
3368:
3365:
3364:
3362:
3356:
3350:
3347:
3345:
3342:
3340:
3337:
3336:
3334:
3330:
3320:
3317:
3315:
3312:
3310:
3307:
3305:
3302:
3300:
3297:
3295:
3292:
3290:
3287:
3285:
3282:
3280:
3277:
3275:
3272:
3270:
3267:
3266:
3264:
3262:
3258:
3252:
3249:
3247:
3244:
3242:
3239:
3238:
3236:
3232:
3226:
3223:
3221:
3218:
3216:
3213:
3211:
3208:
3206:
3203:
3201:
3198:
3197:
3195:
3189:
3179:
3176:
3174:
3171:
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3166:
3165:
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3157:
3151:
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3141:
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3135:
3134:
3130:
3127:
3125:
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3060:
3058:
3055:
3054:
3052:
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3039:
3037:
3034:
3032:
3029:
3027:
3024:
3022:
3019:
3017:
3014:
3012:
3011:Communication
3009:
3007:
3004:
3002:
2999:
2997:
2994:
2993:
2991:
2987:
2983:
2980:
2976:
2973:
2965:
2959:
2956:
2954:
2951:
2949:
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2927:
2924:
2923:
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2919:
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2914:
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2909:
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2906:
2900:
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2891:
2889:
2886:
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2864:
2859:
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2852:
2851:
2848:
2841:
2836:
2832:
2831:
2822:
2818:
2815:
2811:
2808:
2804:
2801:
2797:
2796:
2787:
2784:Wally Olins.
2783:
2780:
2776:
2773:
2770:
2768:
2763:
2760:
2759:
2746:
2742:
2737:
2732:
2728:
2724:
2720:
2713:
2707:
2703:
2697:
2685:
2677:
2670:
2666:
2659:
2655:
2651:
2647:
2643:
2639:
2635:
2631:
2624:
2617:
2609:
2605:
2601:
2597:
2593:
2589:
2585:
2578:
2570:
2566:
2562:
2558:
2554:
2550:
2546:
2542:
2535:
2527:
2523:
2519:
2515:
2511:
2507:
2503:
2499:
2492:
2490:
2481:
2477:
2473:
2469:
2462:
2454:
2450:
2446:
2442:
2438:
2434:
2427:
2418:
2410:
2404:
2400:
2396:
2392:
2386:
2377:
2372:
2368:
2364:
2360:
2356:
2349:
2342:
2336:
2332:
2325:
2316:
2309:
2303:
2295:
2291:
2286:
2281:
2277:
2273:
2269:
2262:
2256:
2252:
2246:
2236:
2229:
2223:
2216:
2210:
2202:
2198:
2194:
2190:
2186:
2182:
2178:
2174:
2170:
2163:
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2150:
2143:
2137:
2130:
2129:
2123:
2114:
2106:
2102:
2096:
2088:
2084:
2080:
2074:
2070:
2069:
2062:
2046:
2042:
2036:
2028:
2022:
2014:
2008:
1993:
1989:
1988:"Best Brands"
1983:
1981:
1973:
1969:
1965:
1959:
1949:
1943:
1939:
1936:
1930:
1923:
1917:
1910:
1904:
1897:
1891:
1885:
1881:
1877:
1871:
1863:
1861:0-684-83924-5
1857:
1852:
1851:
1845:
1841:
1835:
1819:
1815:
1809:
1801:
1795:
1789:
1785:
1781:
1777:
1771:
1764:
1758:
1742:
1738:
1732:
1730:
1722:
1716:
1710:
1706:
1703:
1697:
1690:
1684:
1678:
1674:
1671:
1665:
1657:
1656:
1648:
1640:
1636:
1635:"Edelmetalle"
1630:
1624:
1620:
1616:
1599:
1595:
1591:
1587:
1580:
1574:
1570:
1567:
1561:
1554:
1548:
1541:
1535:
1528:
1522:
1515:
1509:
1502:
1496:
1490:
1486:
1482:
1478:
1474:
1468:
1462:
1458:
1454:
1450:
1446:
1442:
1436:
1429:
1423:
1416:
1410:
1403:
1397:
1390:
1384:
1377:
1371:
1364:
1360:
1355:
1349:
1345:
1342:
1336:
1321:
1315:
1308:
1302:
1300:
1298:
1296:
1287:
1283:
1277:
1273:
1262:
1259:
1257:
1254:
1252:
1249:
1247:
1244:
1242:
1239:
1237:
1234:
1232:
1229:
1227:
1224:
1222:
1219:
1217:
1214:
1212:
1209:
1207:
1204:
1202:
1199:
1197:
1194:
1192:
1189:
1187:
1184:
1182:
1179:
1177:
1174:
1172:
1169:
1167:
1164:
1162:
1159:
1157:
1154:
1152:
1149:
1147:
1144:
1142:
1139:
1137:
1134:
1132:
1129:
1127:
1124:
1122:
1119:
1117:
1114:
1112:
1109:
1107:
1104:
1103:
1095:
1085:
1076:
1067:
1065:
1061:
1056:
1054:
1048:
1045:
1037:
1034:
1032:
1025:Justification
1022:
1020:
1016:
1012:
1011:globalization
1001:
999:
995:
992:
988:
986:
982:
980:
979:
978:Brand loyalty
974:
972:
968:
965:
964:
959:
957:
953:
952:
951:brand recall.
948:
944:
943:
938:
936:
932:
930:
926:
925:
921:
917:
913:
909:
905:
901:
892:
890:
886:
881:
878:
869:
865:
863:
852:
850:
847:
844:
840:
837:
836:
832:
830:
827:
824:
820:
817:
816:
812:
810:
809:Mercedes-Benz
807:
804:
800:
797:
796:
792:
790:
787:
784:
780:
777:
776:
772:
770:
767:
764:
760:
757:
756:
752:
750:
747:
744:
740:
737:
736:
732:
730:
727:
724:
720:
717:
716:
712:
710:
707:
704:
700:
697:
696:
692:
690:
687:
684:
680:
677:
676:
672:
670:
667:
664:
660:
657:
656:
653:
650:
647:
645:
642:
640:
637:
635:
632:
631:
627:
621:
616:Global brands
613:
610:
604:
600:
598:
594:
592:
587:
583:
579:
575:
571:
562:
558:
556:
552:
548:
542:
539:
535:
531:
527:
526:
519:
517:
507:
503:
501:
497:
493:
489:
483:
481:
477:
473:
469:
459:
455:
452:
447:
443:
437:
435:
431:
427:
422:
415:
412:
409:
406:
405:
404:
402:
398:
394:
393:Mediterranean
390:
386:
382:
374:
370:
365:
361:
359:
354:
350:
347:
343:
340:
336:
332:
328:
324:
316:
312:
307:
298:
294:
292:
287:
278:
276:
272:
268:
264:
260:
256:
252:
240:
235:
233:
228:
226:
221:
220:
218:
217:
212:
209:
207:
204:
202:
199:
197:
194:
192:
189:
187:
184:
183:
182:
181:
178:
175:
174:
169:
166:
164:
161:
159:
156:
154:
151:
149:
146:
144:
141:
140:
139:
138:
135:
132:
131:
126:
123:
121:
118:
116:
113:
111:
108:
106:
103:
101:
98:
96:
93:
91:
88:
86:
83:
82:
81:
80:
77:
74:
73:
68:
65:
63:
60:
58:
55:
53:
50:
49:
48:
47:
44:
41:
40:
37:
34:
33:
30:
19:
3666:
3220:Supply chain
3193:relationship
3191:On aspect or
3084:Construction
3071:
3050:On component
2971:organization
2943:Intelligence
2820:
2813:
2806:
2799:
2785:
2778:
2765:
2756:Bibliography
2726:
2722:
2712:
2696:
2682:{{
2674:{{
2633:
2629:
2616:
2591:
2587:
2577:
2544:
2540:
2534:
2501:
2497:
2471:
2467:
2461:
2436:
2432:
2426:
2417:
2394:
2391:True, Jacqui
2385:
2358:
2354:
2341:
2324:
2315:
2307:
2302:
2275:
2271:
2261:
2250:
2245:
2235:
2227:
2222:
2214:
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2172:
2162:
2154:
2149:
2141:
2136:
2126:
2122:
2113:
2067:
2061:
2051:December 14,
2049:. Retrieved
2045:Mental Floss
2044:
2035:
2021:
2007:
1995:. Retrieved
1991:
1971:
1967:
1963:
1958:
1948:
1929:
1921:
1916:
1908:
1903:
1895:
1890:
1875:
1870:
1849:
1834:
1822:. Retrieved
1817:
1808:
1794:
1775:
1770:
1762:
1757:
1745:. Retrieved
1740:
1720:
1715:
1696:
1688:
1687:Dvorak, F.,
1683:
1664:
1654:
1647:
1641:(in German).
1638:
1628:
1614:
1602:. Retrieved
1598:the original
1579:
1560:
1552:
1547:
1539:
1534:
1526:
1521:
1513:
1508:
1500:
1495:
1472:
1467:
1444:
1440:
1435:
1427:
1422:
1414:
1409:
1401:
1396:
1388:
1383:
1375:
1370:
1362:
1354:
1335:
1323:. Retrieved
1314:
1306:
1285:
1276:
1251:Social media
1136:Brand equity
1082:
1073:
1070:Social media
1057:
1049:
1046:
1043:
1035:
1028:
1007:
997:
996:
990:
989:
984:
983:
976:
975:
970:
969:
963:Brand equity
961:
960:
955:
954:
950:
946:
940:
939:
934:
933:
928:
927:
923:
919:
916:brand recall
915:
911:
907:
903:
899:
898:
882:
874:
858:
651:
648:
643:
638:
633:
625:
619:
605:
601:
596:
589:
567:
543:
523:
520:
512:
484:
479:
475:
471:
468:proto-brands
467:
464:
442:Song dynasty
438:
423:
419:
378:
355:
351:
323:pre-historic
320:
295:
291:Brand equity
288:
284:
275:supply chain
254:
248:
177:Architecture
158:Relationship
35:
29:
3460:Forecasting
3377:Distributed
3284:Information
3261:On resource
3205:Engineering
3031:Performance
2989:(top-level)
2916:Association
2775:Wally Olins
2762:Naomi Klein
2278:(1): 8–31.
1894:Leigh, F.,
1512:Beard, M.,
1161:Co-branding
1031:brand image
971:Brand image
935:Brand Trust
547:commodities
446:consumerist
434:marketplace
426:Herculaneum
281:Definitions
134:Positioning
3465:Leadership
3448:activities
3360:approaches
3314:Technology
3234:On problem
3215:Perception
3168:Accounting
3133:production
3129:Operations
3106:department
3021:Innovation
2996:Capability
2958:Reputation
2938:Healthcare
2926:Restaurant
2877:Management
1992:Interbrand
1884:0792454510
1747:August 21,
1588:(Report).
1268:References
1231:Rebranding
1040:Approaches
829:McDonald's
591:soap opera
586:television
339:Bronze Age
211:Brand Book
196:Individual
95:Engagement
85:Ambassador
67:Rebranding
3502:Education
3474:Pioneers,
3367:Adhocracy
3332:Positions
3304:Materials
3294:Knowledge
3210:Logistics
3124:Marketing
3016:Financial
2986:Strategic
2969:within an
2967:By focus,
2786:On B®and.
2745:1470-5931
2684:retracted
2676:retracted
2650:0966-9582
2636:: 49–67.
2608:1479-1803
2561:0732-2399
2526:147490099
2518:0899-7640
2294:1479-1803
2201:166721360
2193:1049-6491
2095:cite book
2087:862746579
1997:March 12,
1325:April 17,
1053:Breitling
877:Coca-Cola
769:Coca-Cola
709:Microsoft
500:Hallmarks
496:Byzantine
488:hallmarks
358:labelling
335:Stone Age
331:neolithic
251:marketing
191:Corporate
163:Valuation
120:Tribalism
90:Community
52:Extension
3682:Category
3476:scholars
3358:Methods,
3241:Conflict
3057:Facility
2978:On scope
2948:Military
2921:Business
2911:Academic
2658:56326731
2569:14389674
1938:Archived
1846:(2000).
1824:March 9,
1786:Online:
1741:BBC News
1705:Archived
1673:Archived
1569:Archived
1344:Archived
1191:Hallmark
1099:See also
887:.' The '
733:165,444
713:166,001
693:200,667
673:322,999
628:), 2020
346:Egyptian
333:period.
311:amphorae
206:Umbrella
201:Personal
105:Language
100:Identity
43:Strategy
3538:Degrees
3446:Skills,
3339:Interim
3178:Records
3143:Quality
3138:Process
3108:managed
3091:Program
3079:Project
3062:Product
3041:Systems
3001:Capital
2902:By type
2767:No Logo
2453:6370751
1953:109-125
1629:Compare
1623:1705103
1611:Cites:
1604:May 14,
853:40,773
833:42,816
813:49,268
793:51,595
773:56,894
753:62,289
749:Samsung
578:jingles
574:mascots
570:slogans
401:amphora
381:Pompeii
301:History
115:Loyalty
76:Culture
3349:Senior
3344:Middle
3309:Skills
3251:Stress
3246:Crisis
3225:Talent
3173:Office
3006:Change
2953:Public
2743:
2656:
2648:
2606:
2567:
2559:
2524:
2516:
2451:
2405:
2292:
2199:
2191:
2085:
2075:
1882:
1858:
1621:
1489:504744
1487:
1461:504744
1459:
849:Disney
789:Toyota
729:Google
689:Amazon
576:, and
397:Mosaic
263:market
148:Equity
3569:Other
3160:Staff
3150:Sales
3072:Brand
3026:Legal
2933:Court
2680:with
2654:S2CID
2626:(PDF)
2565:S2CID
2522:S2CID
2449:S2CID
2351:(PDF)
2197:S2CID
1485:JSTOR
1457:JSTOR
1111:Brand
889:Xerox
669:Apple
652:($ m)
649:Value
644:Brand
582:radio
472:place
389:garum
369:garum
259:brand
57:Image
3319:Time
3299:Land
3116:Line
3036:Risk
2741:ISSN
2646:ISSN
2604:ISSN
2557:ISSN
2514:ISSN
2403:ISBN
2290:ISSN
2189:ISSN
2105:link
2101:link
2083:OCLC
2073:ISBN
2053:2014
1999:2021
1880:ISBN
1856:ISBN
1826:2011
1749:2023
1619:OCLC
1606:2017
1327:2015
949:and
914:and
639:Logo
634:Rank
536:and
337:and
186:Name
2731:doi
2702:doi
2665:doi
2638:doi
2596:doi
2549:doi
2506:doi
2476:doi
2441:doi
2371:hdl
2363:doi
2331:doi
2280:doi
2240:109
2181:doi
1780:doi
1477:doi
1449:doi
922:or
553:by
379:In
249:In
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