A Brief History of the Brand A number of authors have traced the evolution of brands and identified that the word brand probably derived from the Norse word brand referring to the branding of cattle (for example see Hart and Murphy 1998 and Riezebos 2003). Symbolic branding featured prominently in the design of pub signs in Britain from Shakespearian times onwards. However, the real starting point for the development of modern brands and brand management was the industrial revolution. Low and Fullerton (1994) point out various macroeconomic factors that allowed innovative companies to lay the foundations of modern brand strategy. Improvements in transport and communications ensured that national distribution become easier.
The improvements in production processes allowed mass production and corresponding economies of scale to take effect and this combined with consistent quality in the manufacturing process allowed producers to persuade customers that they could rely on their products time and again. Packaging improvements meant that as well as providing necessary protection, manufacturers could make their products instantly recognisable and thus begin the cycle of consumers asking for the product by name and repeat purchase. Newspapers provided mass communication and were supported by the establishment of the advertising industry as a legitimate form of persuading customers to support a brand. Differing routes to market including the first department stores and mail order were a move towards self-selection by consumers thereby weakening the power base of the existing distribution channel and the shopkeeper at the same time increasing the importance of individual purchase decisions by consumers. The rise of the middle classes created by the industrial revolution ensured that there was a growing group of more prosperous and better-educated consumers waiting to take advantage of the new brands. Legal factors, such as the recognition of trademarks have assisted in the building of brands. As time has developed the law has extended to allow the trade marking and copywriting of not just names but shapes and colours used in packaging thus further protecting the difference and added Stuart Roper and Cathy Parker, Evolution of Branding Theory 57 value inherent from a branded good. Modern day consumers relate to brands and modern day brands communicate in a myriad of ways with consumers.