Brands: Interdisciplinary Perspectives
Branding has emerged as a cornerstone of marketing practice and corporate strategy. This book brings together a curated selection of the most influential and thought-provoking papers on brands and branding from Consumption Markets and Culture, reflecting the wide-ranging, interdisciplinary interest in the topic, accompanied by new introductions from leading brand scholars, including Giana Eckhardt, John F. Sherry, Jr., Sydney Levy, and Morris Holbrook.
Branding: The Past, Present, and Future: A Study of the Evolution and Future of Branding
Abstract Branding, as any other concept, has evolved over time: from the days when sheep of o started to be branded to distinguish themfrom another herdto the current era when everything, from water and flowers to clothes and food, is branded. Throughout these there have been numerous theories to describe and understand the underlying nuance paper finds the relationships in previous literature and reveals how these theories see from various perspectives and how they can be integrated to form a coherent view. It i discussed how branding and society affect each other. Based on the knowledge branding theories have been developed as dependent variables of each other and the s we are able to form a better understanding of the past, the present, and the future of branding.
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