https://matjournals.net/engineering/index.php/JSSMR en-US Journal of Sales, Service and Marketing Research https://matjournals.net/engineering/index.php/JSSMR/article/view/107 <p>This article explores the evolution of branding by following the development of major theories and researchers. The background information starts with the early concepts of branding as just a symbol of ownership and moves forward to the more complex, contemporary understanding of a brand as a dynamic entity that includes perception, emotional connection, and value proposition. Important ideas and contributions by eminent scholars are examined, emphasizing the emergence of brand equity models, the move from product-centric to consumer-centric viewpoints, and the introduction of digital branding. The article provides a thorough history of branding theories, illuminating the revolutionary path that has redefined brands into complex, strategic assets in today's marketing environment.</p> W.M.A.S. Wickramasingha Copyright (c) 2024 Journal of Sales, Service and Marketing Research 2024-02-15 2024-02-15 1 13