The Context of Modern Branding Emergence

Sergiu Barbu and Ilie Cristescu
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Sergiu Barbu: Faculty of Economics and Business Administration, West University of Timisoara, Romania
Ilie Cristescu: Faculty of Economics and Business Administration, West University of Timisoara, Romania

Timisoara Journal of Economics, 2012, vol. 5, issue 17, 153–166

Abstract: Branding and brands appeared not accidentally in the history of trade practices. The apparition of the branding techniques and afterwards the development of the specific instrumentation, needed for the creation of brands, were answers to a succession of social and economical transformations that were resented best to the end of the XIX-th century. In that pioneering period of the evolution of modern branding, older trade and communication techniques are revalued, developed and completed to a level from where it might be considered that we have a phenomenon without precedent. The reason why it has its origin exactly in the respective moment is given by the fulfillment of a needed and sufficient fund of favorable conditions. Thus, branding appears at the balance between the need of adaptation to the new conditions imposed by the Second Industrial Revolution and the possibility offered by the implicit Technological Revolution. In order to understand the practice of branding and the brand concept, an important aspect remains the specific context where the passing from the simple products marked till then, to the contemporary brands took place. For this reason, the present article presents the main motive factors that established this mutation.

Keywords: brands; endorsers; identity; image; mass communication; mass consumption (search for similar items in EconPapers)
JEL-codes: A12 L15 M31 M37 (search for similar items in EconPapers)
Date: 2012
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