Scandinavian Working Papers in Economics

Working Papers,
Hanken School of Economics

No 556: Branding: The Past, Present, and Future: A Study of the Evolution and Future of Branding

Anders Hampf and Kirsti Lindberg-Repo
Additional contact information
Anders Hampf: Department of Marketing, Postal: Hanken School of Economics, Arkadiankatu 22, P.O.B. 479; FIN 00101 Helsinki, Finland
Kirsti Lindberg-Repo: Department of Marketing, Postal: Hanken School of Economics, Arkadiankatu 22, P.O.B. 479; FIN 00101 Helsinki, Finland

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

Keywords: branding; evolution of branding; future; brand identity hexagon; the academic life cycle

24 pages, June 1, 2011

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