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What is Evolution of Branding Concepts about?

This document summarizes a research paper that explores how the meaning and understanding of branding has changed over time. It analyzes 55 definitions of branding from before 1998 up until 2010. The paper finds that early definitions primarily associated branding with products and companies as a trademark. Definitions became more complex in the 1980s as branding took on functional and emotional meanings for consumers. In the 1990s, definitions proliferated as competition increased and consumers grew more c

Author

jennifermay83

Language

EN