Branding: The Past, Present, and Future: A Study of the Evolution and Future of Branding

Show full item record

Files in this item

Files Description Size Format View/Open
556_978-952-232-134-3.pdf 233.7Kb PDF View/Open
Use this URL to link or cite this item: http://hdl.handle.net/10138/26578
Title: Branding: The Past, Present, and Future: A Study of the Evolution and Future of Branding
Author: Hampf, Anders; Lindberg-Repo, Kirsti
Belongs to series: Working Paper - 556
ISSN: 0357-4598
ISBN: 978-952-232-134-3
Abstract: Branding, as any other concept, has evolved over time: from the days when sheep of one herd started to be branded to distinguish them from another herd to the current era when everything, from water and flowers to clothes and food, is branded. Throughout these times, there have been numerous theories to describe and understand the underlying nuances. This paper finds the relationships in previous literature and reveals how these theories see branding from various perspectives and how they can be integrated to form a coherent view. It is also discussed how branding and society affect each other. Based on the knowledge of how branding theories have been developed as dependent variables of each other and the society, we are able to form a better understanding of the past, the present, and the future of branding.
URI: http://hdl.handle.net/10138/26578
Date: 2011-06-14
This item appears in the following Collection(s)

Show full item record

Search Helda


Advanced Search

Browse

My Account