Open AccessWhat is Brand? Some Insights in the Historical Development
Author(s) -
Fazal Ur Rehman,
Rasimah Che Mohd Yusoff,
Fadillah Ismail,
Farwida Javed
Publication year - 2019
Publication title -
information management and business review
Language(s) - English
Resource type - Journals
ISSN - 2220-3796
DOI - 10.22610/imbr.v10i4.2642
Subject(s) - competitor analysis , reputation , marketing , brand equity , brand management , business , phase (matter) , asset (computer security) , competitive advantage , set (abstract data type) , brand strategy , value (mathematics) , corporate branding , sociology , computer science , social science , chemistry , computer security , organic chemistry , machine learning , programming language
The aim of this study is to enhance understanding in the philosophy of the brand along with its historical development around the world. Its main purpose is to clarify the nature of the brand, its origination, ancient phase, digital phase and the future of branding. This study is based on the secondary source to clarify the gap of knowledge, understand the thought of branding and review the literature in regard to its historical development and evaluation around the world. It has found that brand is a tangible and non-tangible asset of a business that presents a unique identity and reputation among a wide set of competitors, and is perceived as a market leader in a particular industry. The study has found that branding is the best practice to enhance the image and value of business among targeted consumers. It has anticipated that branding is the technique to gain competitive advantage and accomplish the objectives of a business. This study presents a comprehensive overview of the nature of branding along with its wide historical development (origin, ancient phase, digital phase, future phase) around the world.