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.
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.
Published in the Journal of Historical Research in Marketing.