COLLEGE DIRECTORY       :      VISIT ELLER      :      LOG IN 

Students Alumni Corporate Visitors
The University of Arizona | Eller College of Management
The University of Arizona Eller College of Management
Eller College Home > Faculty and Research > Research Buzz > A History of the Concept of Branding

Research Buzz

Sidney J. Levy

Keywords:

  • branding
  • marketing
  • origin of branding
  • branding history

 

A History of the Concept of Branding

Practice and Theory

This investigation suggests that various forces (e.g., the media, economic developments during World War II, marketing research and theorizing) have enacted a comprehensive transformation in the concept of branding.

he authors offer evidence of the link between fire/burning and the origin of branding. They show that, in its early days, branding was characterized as a phenomenon with limited applicability. Third, they demonstrate how that phenomenon was transformed into a multidimensional, multifunctional, and malleable entity.

Authors

Wilson Bastos is a doctoral student at the Eller College of Management, University of Arizona. Sidney J. Levy is the Coca-Cola Distinguished Professor of Marketing at the Eller College of Management, University of Arizona.

Publication Source

Published in the Journal of Historical Research in Marketing.

Return to Research Buzz, or for assistance with incorporating Eller College research into your media, please contact us.