This presentation, following a regional approach, discusses the different formats of branding in the BC era through Egyptian, Chinese, Greek and Roman archetype examination.
26. CONCLUSION
-Brands did exist before 20th century, but they are called ”proto-brands”
-Main branding purposes:
1. Marking of ownership
2. Differentiation of goods
3. Emphasis on the quality and origin of goods
4. Adding value and emphasizing the reputation of land and individuals (rulers)
-Brands played a critical role for stakeholders too
-Brand evolution as a movement to greater complexity in character
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Notes de l'éditeur
In Chinese history and culture, possession of one or more ancient dings is often associated with power and dominion over the land. Therefore, the ding is often used as an implicit symbolism for power. These zu had their own crests with names like 'pottery', 'flag', 'cooking pot', 'wine vessels', 'cordage', 'horse plume', 'fence', etc., and no doubt stone, wood, and leather-workers had their own as well.
Can we consider the zu crests of Anyang to be brands? Certainly the crests were able to convey basic information regarding origin and quality, no doubt regulated on some level by the king. We can assume that the clan structure of the kin groups would involve somewhat small-scale distribution of the zu products within the local community, so information for sorting, storage or distribution was probably limited, as would be imagery beyond the utilitarian imagery associated with the use of the product. As such, the zu crests are best representative of a proto-brand
In Chinese history and culture, possession of one or more ancient dings is often associated with power and dominion over the land. Therefore, the ding is often used as an implicit symbolism for power.
In Chinese history and culture, possession of one or more ancient dings is often associated with power and dominion over the land. Therefore, the ding is often used as an implicit symbolism for power.
In Chinese history and culture, possession of one or more ancient dings is often associated with power and dominion over the land. Therefore, the ding is often used as an implicit symbolism for power.