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Branding as Communication


Susan B. Barnes

Once only a sign, technologies have helped to transform brands into symbols that we constantly encounter in our natural and mediated environments. Moreover, the branding of culture marks a commercialization of society. Almost everywhere we look, a brand name or logo appears.
By combining a scholarly approach with case studies and examples, this text bridges the worlds of communication and business by providing a single vocabulary in which to discuss branding. It brings these ideas together into a coherent framework to enable discussions on the topic to occur in a variety of disciplines. A number of perspectives are also provided, including brands as signs and symbols, brand personality, history, communication, cognitive factors, loyalty, personal branding, community, and social issues.
Providing a comprehensive overview of the branding process – from the creation of brands to analysis of their messages – readers will begin to understand the communicative impact of branding.
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Chapter 2. History of Branding


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By sharpening our images we have blurred all our experience. The new images have blurred traditional distinctions. —Daniel J. Boorstin, 1987, p. 213

Branding was first developed when America went through the economic change of moving into the Industrial Revolution. The replacement of handmade goods with manufactured ones created the need for identifying products. When new technologies began to be developed, these inventions supported the branding process in different ways. For instance, all new communication methods helped to distribute branded messages to consumers.

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