The Brand And Its History

Author : Patricio Sáiz,Rafael Castro
Publisher : Routledge
Page : 528 pages
File Size : 45,6 Mb
Release : 2022-03-16
Category : Business & Economics
ISBN : 9781000549386

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The Brand and Its History by Patricio Sáiz,Rafael Castro Pdf

This book delves into the origins and evolution of trademark and branding practices in a wide range of geographical areas and periods, providing key knowledge for academics, professionals, and general audiences on the complex world of brands. The volume compiles the work of twenty-five prominent worldwide scholars studying the origins and evolution of trademarks and branding practices from medieval times to present days and from distinct European countries to the USA, New Zealand, Canada, Latin America, and the Soviet Union. The first part of the book provides new insights on pre-modern craft marks, on the emergence of trademark legal regimes during the nineteenth century, and on the evolution of trademark and business strategies in distinct regions, sectors, and contexts. As industrialisation and globalisation spread during the twentieth century, trademarking led to modern branding and international marketing, a process driven by new economic, but also cultural factors. The second part of the book explores the cultural side of the brand and offers challenging studies on how luxury, fashion, culture associations, and the consolidation of national identities played a key role in nowadays branding. This edited volume will not only be of great value to scholars, students and policymakers interested in trademark/branding research, but to marketing and legal practitioners as well, aiming to delve into the origins of modern brand strategies. The chapters in this book were originally published as two special issues of the journal, Business History.

Author : Matt MacNabb
Publisher : Pen and Sword
Page : 212 pages
File Size : 48,8 Mb
Release : 2017-07-30
Category : Business & Economics
ISBN : 9781473894198

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A Secret History of Brands by Matt MacNabb Pdf

The true—and often shocking—stories behind some of the biggest names in business. We live our lives immersed in name brand products. What most of us don’t know is that the origins of many of the most well-known and beloved brands in the world are shrouded in controversy, drug use, and sometimes even blatant racism. A Secret History of Brands cuts through the rumors and urban legends and paints a picture of the true dark history of famous brands, like Coca-Cola, Hugo Boss, Adidas, Ford, Bayer, Chanel, and BMW, among others. Learn about: The mystery of the cocaine content of Coca-Cola The Hitler-Henry Ford connection Why Bayer is famous for aspirin, but began their journey with Heroin How Kellogg’s Corn Flakes were crafted to deter sexual arousal And more

Author : Carolin Viktorin,Jessica C. E. Gienow-Hecht,Annika Estner,Marcel K. Will
Publisher : Berghahn Books
Page : 300 pages
File Size : 51,7 Mb
Release : 2018-08-24
Category : History
ISBN : 9781785339240

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Nation Branding in Modern History by Carolin Viktorin,Jessica C. E. Gienow-Hecht,Annika Estner,Marcel K. Will Pdf

A recent coinage within international relations, “nation branding” designates the process of highlighting a country’s positive characteristics for promotional purposes, using techniques similar to those employed in marketing and public relations. Nation Branding in Modern History takes an innovative approach to illuminating this contested concept, drawing on fascinating case studies in the United States, China, Poland, Suriname, and many other countries, from the nineteenth century to the present. It supplements these empirical contributions with a series of historiographical essays and analyses of key primary documents, making for a rich and multivalent investigation into the nexus of cultural marketing, self-representation, and political power.

Author : Matt Macnabb
Publisher : Unknown
Page : 128 pages
File Size : 48,9 Mb
Release : 2017
Category : Brand name products
ISBN : 1473894182

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A Secret History of Brands by Matt Macnabb Pdf

Author : Gavin Poynter,Iain MacRury
Publisher : Ashgate Publishing, Ltd.
Page : 356 pages
File Size : 43,6 Mb
Release : 2009
Category : Social Science
ISBN : 0754671003

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Olympic Cities by Gavin Poynter,Iain MacRury Pdf

Drawing upon historical, cultural, economic and socio-demographic perspectives, this book examines the role of London's hosting the 2012 Olympic and Paralympic Games as a means to promote urban regeneration and social renewal in East London and the Thames

Author : Josiah Seymour Currey
Publisher : Jazzybee Verlag
Page : 574 pages
File Size : 51,8 Mb
Release : 2024-06-02
Category : History
ISBN : 9783849686949

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Chicago: Its History and its Builders, Volume 4 by Josiah Seymour Currey Pdf

Maybe there has never been a more comprehensive work on the history of Chicago than the five volumes written by Josiah S. Currey - and possibly there will never be. Without making this work a catalogue or a mere list of dates or distracting the reader and losing his attention, he builds a bridge for every historically interested reader. The history of Windy City is not only particularly interesting to her citizens, but also important for the understanding of the history of the West. This volume is number four out of five and features hundreds of biographies of the most important Chicago citizens.

Author : Anurag Lala,Dr. Ajay Kumar,Prof. Pawan Kumar
Publisher : Anurag Lala
Page : 179 pages
File Size : 40,8 Mb
Release : 2023-02-23
Category : Antiques & Collectibles
ISBN : 9798889862482

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The Brand Tales: Strategies from the Fortune 500 Global Companies by Anurag Lala,Dr. Ajay Kumar,Prof. Pawan Kumar Pdf

This book will provide you with a plethora of information on the development of brands, as well as details regarding the marketing and advertising strategies of several Fortune 500 companies. This book also covers the usage of artificial intelligence, which is discussed in light of Industry 4.0 and is a key factor in these businesses' success. The book is mainly aimed at individuals with a basic knowledge of the subject and those with a genuine interest in learning about the market game, but since these brands are so pervasive in everyday life, it will also appeal to the general public. Also, this book will be very useful if you wish to start your own company. Studying the development of these companies into BRANDS will enable you to develop tactics that are suitable for the present state of the industry. Since the client is king of the market, this book also provides a picture of the customer experience. This book will provide you a comprehensive understanding of the operations of these large corporations, as well as their key success factors, via its analysis of all 8 Fortune 500 Global Corporations. Hence, The Brand Tales! live up to its name. Absolutely, it tells the story of a few Fortune 500 global companies and how they came to dominate our lives. Why hesitate any longer? Let's go right in and immerse ourselves in the fascinating brand narratives that exist here.

Author : Anonim
Publisher : Unknown
Page : 306 pages
File Size : 49,9 Mb
Release : 1874
Category : Crime
ISBN : HARVARD:32044105355754

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A History of the Life and Trials of Thomas McGehean, who was Charged with the Shooting and Killing of Thomas S. Myers, in the City of Hamilton, Butler County, Ohio, on the Evening of the 24th of December, 1870 by Anonim Pdf

Author : Graham H.J. Roberts
Publisher : Routledge
Page : 248 pages
File Size : 47,9 Mb
Release : 2016-04-14
Category : Business & Economics
ISBN : 9781317936312

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Consumer Culture, Branding and Identity in the New Russia by Graham H.J. Roberts Pdf

As shopping has been transformed from a chore into a major source of hedonistic pleasure, a specifically Russian consumer culture has begun to emerge that is unlike any other. This book examines the many different facets of consumption in today’s Russia, including retailing, advertising and social networking. Throughout, emphasis is placed on the inherently visual - not to say spectacular - nature both of consumption generally, and of Russian consumer culture in particular. Particular attention is paid to the ways in which brands, both Russian and foreign, construct categories of identity in order to claim legitimacy for themselves. What emerges is a fascinating picture of how consumer culture is being reinvented in Russia today, in a society which has one, nostalgic eye turned towards the past, and the other, utopian eye, set firmly on the future. Borrowing concepts from both marketing and cultural studies, the approach throughout is interdisciplinary, and will be of considerable interest, to researchers, students and practitioners wishing to gain invaluable insights into one of the most lucrative, and exciting, of today’s emerging markets.

Author : M. Fetscherin,T. Heilmann
Publisher : Springer
Page : 297 pages
File Size : 47,6 Mb
Release : 2015-05-07
Category : Business & Economics
ISBN : 9781137427120

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Consumer Brand Relationships by M. Fetscherin,T. Heilmann Pdf

Consumer Brand Relationships further advances the understanding of consumers' relationships with brands. The book discusses what brand relationship means and how to measure and manage brand relationships by compiling eleven chapters written by leading experts to provide an important contribution to a better understanding of brand relationships.

Author : Liz Moor
Publisher : Berg
Page : 200 pages
File Size : 44,8 Mb
Release : 2007-12-15
Category : Social Science
ISBN : 9781845203832

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The Rise of Brands by Liz Moor Pdf

"Brands and logos are all around us - from the clothes we wear and the objects we buy, to the advertisements which cover our cities and the celebrities created by the media. We regard the brand as a new phenomenon, something born with the consumer society, but branding was born with civilization, its earliest examples dating to the Roman Empire." "Branding is now a growing industry, applied not only to commodities but to charities, cities, the worlds of sport and entertainment, even government initiatives. Such is the ubiquity and power of branding that it is increasingly taken as a sign of the commodification of everyday life and the rapacity of corporate power." "Examining the brand in history, the growth of national and global brands, the changing approaches of the branding industry and the exploration of new spaces for advertising, The Rise of Brands analyses exactly how brands develop and operate in contemporary society."--BOOK JACKET.

Author : Khadijah Costley White
Publisher : Oxford University Press
Page : 256 pages
File Size : 41,8 Mb
Release : 2018-08-02
Category : Language Arts & Disciplines
ISBN : 9780190879334

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The Branding of Right-Wing Activism by Khadijah Costley White Pdf

From the start of Barack Obama's presidency in 2009, conservative populist groups began fomenting political fractiousness, dissent, and surprising electoral success. The Tea Party was one of the major characters driving this story. But, as Khadijah Costley White argues in this book, the Tea Party's ascent to major political phenomenon can be attributed to the way in which partisan and non-partisan news outlets "branded" the Party as a pot-stirrer in political conflicts over race, class, and gender. In other words, the news media played a major role in developing, cultivating, and promoting populism's brand, particularly within the news spaces of commentary and opinion. Through the language of political marketing, branding, and promotion, the news media not only reported on the Tea Party, but also acted as its political strategist and brand consultant. Moreover, the conservative press acted more as a political party than a news medium, deliberately promoting the Tea Party, and aiding in organizing, headlining, and galvanizing a conservative political base around specific Tea Party candidates, values, and events. In a media environment in which everyone has the opportunity to tune out, tune in, and speak back, The Branding of Right-Wing Activism ultimately shows that distinctions between citizens, journalists, activists, politicians, celebrities, and consumers are more symbolic than concrete.

Author : Mosca, Fabrizio,Casalegno, Cecilia,Gallo, Rosalia
Publisher : IGI Global
Page : 351 pages
File Size : 45,8 Mb
Release : 2021-03-26
Category : Business & Economics
ISBN : 9781799858836

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Developing Successful Global Strategies for Marketing Luxury Brands by Mosca, Fabrizio,Casalegno, Cecilia,Gallo, Rosalia Pdf

In recent times, the advent of new technologies, the concerns about sustainability, and the new tastes of the youngest generations of luxury consumers have affected the traditional dynamics of the luxury goods markets. These emerging issues have caused significant changes in the marketing of luxury goods. Sustainable development is not a new practice in the luxury market but is of increasing importance. The real challenge is for luxury companies to overcome the residual corporate social responsibility perspective to embrace a real integration of environmental, ethical, and social concerns into the corporate strategy. Integrated output and sustainable processes, the introduction of non-financial reporting as operational practice, and a new orientation to circular economy practices are emerging issues that still today request for a deeper exploration both on the academic and managerial point of view. Digitalization is another relevant issue that is reshaping the business model of luxury companies. Big data, blockchain, omnichannel experience, and digital customer experience represent the main digital challenges that luxury brand companies are facing nowadays. Luxury brands must keep up with these digital demands and sustainability concerns to maintain their position in the global market. Developing Successful Global Strategies for Marketing Luxury Brands upgrades the most relevant theoretical frameworks and empirical research about the marketing of luxury goods. This book is focused on contemporary issues affecting luxury industries such as digital transformation (blockchain, big data, analytics, innovation processes), sustainable development, changes in luxury consumers’ behavior, integration between physical and online channels, and the development of social media marketing strategies. Chapters will cover areas of marketing, management, buyer behavior, and international business, creating a multidisciplinary approach for this book. This book is ideal for scholars, local government agencies and public bodies, managers, luxury business owners, along with practitioners, stakeholders, researchers, academicians, and students who are interested in emerging issues affecting the luxury market, such as sustainability and digital transformation.

Author : Edwin Guest
Publisher : Unknown
Page : 784 pages
File Size : 47,7 Mb
Release : 1838
Category : English language
ISBN : ONB:+Z163722907

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A History of English Rhythms by Edwin Guest Pdf

Author : Caroline Marti
Publisher : John Wiley & Sons
Page : 266 pages
File Size : 46,5 Mb
Release : 2020-01-10
Category : Business & Economics
ISBN : 9781119694663

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Cultural Mediations of Brands by Caroline Marti Pdf

Brands, which are major economic entities and major symbols of market mediations, are increasingly appearing in the social arena as cultural actors in their own right. Their quest for social legitimacy and to have control over the markets goes beyond the usual framework of their communication with initiatives that have begun to have an impact on the French cultural landscape. Media, digital content, educational kits, museum exhibitions and so on are the actions of an unadvertization, which has the potential to transform not only the rapport brands have with the public but also representations of knowledge and culture. The communicative approach at the heart of this book illuminates the contemporary transformations of communication, highlighting three main types of cultural mediations: media, education, and cultural heritage institutions. Cultural Mediations of Brands thus provides a theoretical and critical analysis of the brand and the symbolic effectiveness attributed to it.