Akarsu, Tugra Nazli (2021) Evolution of branding: towards an historical understanding of the concept branding, experience, and senses. In, Foroudi, Mohammad Mahdi and Foroudi, Pantea (eds.) Corporate Brand Design: Developing and Managing Brand Identity. Taylor & Francis, pp. 183-202.
Abstract
This chapter sheds light to the concept of branding, as well as to the scrutiny of concept of ‘experience’ within the marketing discipline. It illustrates how the concept of ‘experience’ paved way to the introduction of ‘senses’ throughout the literature as the concept of ‘senses’ are being interchangeably used with ‘experience’. The dawn of the industrial revolution encouraged the growth of mass production accompanied by modernism and industrialisation, which would eventually bring early forms of advertising and branding phenomena aimed both at identifying goods with assured quality and at stimulating demand for maximum profit. Besides modernisation, ignoring radical changes in economic systems and their side-effects as regards both brands and their strategies would not be prudent in terms of branding practices. Therefore, priority can be given to war economies and economic policy transitions in terms of understanding the concept of brand management.
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