218_BRAND-MANAGEMENT-NOTES

What is surprising is that in an enlightened era

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Unformatted text preview: today. What is surprising is that in an enlightened era, aware of 11.673.2 83 the much broader strategic interpretation of brands, many of today’s leading marketing textbooks still adhere to the brand solely as a differentiating device, for example, ‘a name, term, sign, symbol, design, or a combination of them, which is intended to identify the goods or services of one seller or group of sellers, and to differentiate them from those of competitors. Towards the end of the nineteenth century, such a view was justified, as the next few paragraphs clarify. To regard brands as little more than differentiating devices is to run the risk of the replaced demise of the product or service in question. To appreciate why organizations subscribed to brands as differentiating devices over 100 years ago, and to appreciate why this view held favour until the 1960s, it is necessary to consider the evolving retailing environment, particularly that relating to groceries, where classical brand management developed. In the first half of the nineteenth century, people bought their goods through four channels: 1 Retailers; 2. Page 218...
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