A preview of the PDF is not available
The Hot History and Cold Future of Brands
In this paper, a review of literature regarding the evaluation of brands and brand management practices are traced back to Agrarian period (Egypt) and effort has been made to avoid the theoretical aspect of the development by highlighting the historical perspectives. The paper opens by tracing the origin of branding to the earliest man and offers the rationale as to why it was used then. Branding started from the Agrarian economy of Egypt, where it was used to signal the quality of cattle to be sold or purchased and as a theft deterrent. In the Mediterranean region artisans used to mark their clay pots with different images of nature or their thumb. In the Roman territory the legal rights of the mark owner were recognized, that formed the basis for further legal recognition system of mark owner. In Britain strict measures were announced against infringements. It discusses the modern day brand management practices and the criticism it faces. Brand and marketing management have been accused of creating brand narcissism. Further more the relevance of appeal used by brands to consumers and their needs and lifestyle has been questioned. Even the practices for building brand equity are criticized. In the last section a few suggestions have been advanced for the future of branding.