Chapter1
Introduction: History and the importance of brands
Chapter aims and learning outcomes
Understanding the exact meaning of important concepts can be a good starting point for developing thorough knowledge of a subject. A better understanding of the tangible and intangible characteristics of brands can enrich our grasp of the topic of branding (Moore & Reid, 2008). Thus, before we embark on our exploratory journey on how brands can be developed, marketed, and managed successfully, it is important to introduce brands, reflect on their history, and understand their importance to economy and society. In particular, this chapter aims to achieve the following:
1.Define the concept of brands and branding.
2.Discuss the role of brands in ...
Get Strategic Brand Management and Development now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
