What is a brand?

Michel Chevalier and Gérald Mazzalovo

Chapter Chapter 1 in Pro Logo, 2004, pp 11-40 from Palgrave Macmillan

Abstract: Abstract Emile Zola’s Au Bonheur des Dames 1 published in 1883, tells the story of the rise and fall of a great department store. The concept of ‘brand’ is not yet present in the novel, but we do find practices that are still in use today in the mass-retailing sector: economies of scale, accelerated rotation of capital, lowered profit margins, advertising campaigns, product assortment strategies, sales and end-aisle displays.

Keywords: Store Brand; National Brand; Scallop Shell; Instant Coffee; Graphical Evolution (search for similar items in EconPapers)
Date: 2004
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-50889-7_2

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DOI: 10.1057/9780230508897_2

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