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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:
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- Spring '13