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

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dc.contributor.author Hampf, Anders
dc.contributor.author Lindberg-Repo, Kirsti
dc.date.accessioned 2011-06-14T08:49:33Z
dc.date.available 2011-06-14T08:49:33Z
dc.date.issued 2011-06-14
dc.identifier.isbn 978-952-232-134-3
dc.identifier.issn 0357-4598
dc.identifier.uri http://hdl.handle.net/10138/26578
dc.description.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. fi
dc.language.iso en fi
dc.publisher Hanken School of Economics fi
dc.relation.ispartofseries Working Paper - 556 fi
dc.subject branding fi
dc.subject evolution of branding fi
dc.subject future fi
dc.subject brand identity hexagon fi
dc.subject the academic life cycle fi
dc.title Branding: The Past, Present, and Future: A Study of the Evolution and Future of Branding fi
dc.type Working Paper fi

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