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European Business and Brand Building

Edited By Luciano Segreto, Hubert Bonin, Andrzej K. Kozminski and Carles Manera

A strong brand is a key factor in business success, both in the short-term and in the long-term. Brands help to provide a better understanding of the corporate and commercial culture of different firms. A brand reveals the knowledge capital held by a company, but also often reflects the perception of the firm held by consumers and stake-holders.
The book explores the historical process of building some of the most famous brands among European businesses and examines the extent to which the brands have contributed to the image of the firms and their differentiation against competitors in the industry.


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CHAPTER 9 - Operation Abundance. Brands and Polish Consumers after WWII 209 - Mariusz Jastrząb


209 CHAPTER 9 Operation Abundance Brands and Polish Consumers after WWII Mariusz JASTRZĄB Department of Social Sciences, Kozminski University, Warsaw The idea of branding is as old as trade itself; even in ancient times goods for sale were marked in different ways to make clients aware of the name of the artisan from whose workshop they originated. Nevertheless, for many centuries the ability to buy more than is necessary for subsistence, or in other words to make consumer choices, was confined to the aristocratic or bourgeois elites.1 The precise date of the consumer revolution is debatable; its origins are linked to the growing affluence of Western Europe in the 17th and 18th centuries resulting from European dominance in world trade. They are also connected with the growing output of manufactured goods in Western Europe and increasing imports from other continents that gradually changed products like tea or coffee from luxury goods into commodities. Nevertheless it was only with industrialization and the development of mass production and new packaging techniques that brands started playing an important role in the struggle for a mass consumer. Names of products, packages and trademarks became carriers of specific values, information and even ideologies. However, marketing techniques to create or reinforce a certain image of a given product became useful only providing that a consumer could make choices: they belonged to the world of affluence.2 1 G. Markowski, Świątynia konsumpcji. Geneza i znaczenie centrum handlowego, Warszawa, 2004, p. 22. 2 P.N. Stearns, “Stages of...

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