Branding: Genesis and Contemporary Discourse
Branding: Genesis and Contemporary Discourse

Author(s): Hristo Katrandjiev, Emil Mitkov Buzov
Subject(s): Economy, Marketing / Advertising, ICT Information and Communications Technologies, Socio-Economic Research
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: genesisi of branding; cylinder seals; Ancient Egypt
Summary/Abstract: Over the last two decades, marketing has seen rapid development based on new technologies and digitalization. Communication methods are becoming more sophisticated, marketing strategies are becoming more precise, new forms and methods for marketing impact are emerging more and more rapidly. These are trends that are interesting and they should inevitably be studied urgently and their results should be quickly put into practice and marketing theory enriched. However, parallel with the studies devoted on the digital trends in marketing one new direction of study is appearing among marketing scholars – the direction of searching the roots of modern marketing. Obviously marketing has become mature enough to turn back and to see the way behind and explore his own history. Recently, there has been an increase in the publication of articles in reputable global journals with a high impact factor that are dedicated to the history of marketing. Moreover, high rank journals are being publishing studies connected with marketing history. Even specialized journals focused historical development of marketing approach (e.g. “Journal of Historical Research in Marketing”. The Conference on Historical Analysis and Research in Marketing (CHARM) has been organized and held annually for the past 20 years and is supported by the American Marketing Association (AMA), world-renowned publishers and universities. The present research falls fully in the stream of this trend and as will be elucidated later seeks the genesis of branding at the dawn of human civilization and the links of ancient branding practices with contemporary trends. Besides the tendency of historical research in marketing the marketing scholars are obliged to seek the truth – especially for not entirely studied issues. Such an issue is the genesis of branding. In book and textbooks this question is either answered very briefly (by the way) or isn’t paid any attention. In addition, the opinions concerning the branding genesis are diverse. As marketing and brand management are developing faster and faster – both from the side of the practice and from the side of academic research, we firmly state that the marketing science owes an answer to the question about the genesis of branding: When, where and how branding emerged? It is this question that the present study attempts to answer. In the process of research analysis, we will try to prove/reject the following Hypothesis (H): the genesis of branding as a systematic practice (not occasional markings on pots) in the economic life of humankind emerged in the Beginning of Antiquity – and more specifically – simultaneously with the birth of the Ancient Egyptian State.

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