B Theoretical foundations

  • Barbara Kleine-Kalmer
Part of the Innovatives Markenmanagement book series (INMA)


The corner stone for branding was set with the start of mass production at the beginning of the twentieth century. Producers labelled their supplies for recognition purposes. Those labels were employed as a guarantee for steady product quality and recognisable product (packaging) design. During the course of the early twentieth century branding became more and more sophisticated. With the beginning of the 1960s markets for consumer goods were saturated and products converged, so branding became the only way of differentiation.


Social Medium Theoretical Foundation Brand Image Brand Commitment Emotional Attachment 
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Copyright information

© Springer Fachmedien Wiesbaden 2016

Authors and Affiliations

  1. 1.Universität BremenBremenGermany

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