Evolution of Branding: Literature Review

W.M.A.S. Wickramasingha — Thu, 15 Feb 2024 00:00:00 +0000

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.

Journal of Sales, Service and Marketing Research

Evolution of Branding: Literature Review