The Birth of Brand: 4000 Years of Branding History

Karl Moore and Susan Reid

MPRA Paper from University Library of Munich, Germany

Abstract: This paper seeks to show that brands are as old as civilization. It derives evidence of branding, in various forms, from important historical periods beginning 2250 BCE in the Indus Valley through to 300 BCE Greece. This evidence is compared with modern research directed toward developing a meaning of “brand”. We observe a gradual transition from a more utilitarian provision of information regarding origins and quality to the addition of more complex brand image characteristics over time. Including status/power, added value and finally, the development of brand personality.

Keywords: brand; proto-brand; ancient world; brand personality (search for similar items in EconPapers)
JEL-codes: A1 D1 L2 (search for similar items in EconPapers)
Date: 2008
New Economics Papers: this item is included in nep-his, nep-ind and nep-mkt
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (13)

Published in Business History Vol. 50.No. 4(2008): pp. 419-432

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Persistent link: https://EconPapers.repec.org/RePEc:pra:mprapa:10169

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