Journal of Macromarketing · 2009 · 86 citations · 34 references
HumanitiesHistoryMarketingBrand ManagementConsumption StudiesCultural HistoryAncient ChinaBrand ConsumptionBrand CultureBrand ImageConsumer CultureHistory Of ConsumptionBrand HistoryBrand Meaning-makingBranding HistoryCapitalist Social FormationConsumer Culture CriticismConsumer Culture CritiqueLocal Consumer CultureRegional Historical Analysis
In China, brands emerged outside of a capitalist context and served primarily social functions. The article investigates whether modern brand concepts existed in premodern China. The authors review prior research and construct a systematic overview of branding across Chinese history. They trace Chinese branding from 2700 BC to today, revealing a continuous, sophisticated brand infrastructure unmatched elsewhere, with premodern brands acting as key consumer culture agents from the Song dynasty onward and illustrating diverse brand development pathways.
In this article, the authors explore whether brands as they currently conceive of them existed in premodernity. They trace branding practices in China from 2700 BC to contemporary times and demonstrate that China has had a sophisticated brand infrastructure with a continuous history that has no known correspondence in any other part of the world. They review previous research on the history of branding and create a systematic overview of what is currently known about branding throughout history. From an historical analysis of branding practices and consumer culture in China, they find that premodern brands were important agents of consumer culture as early as the Song dynasty (960—1127). In China, brands emerged outside of a capitalist context and served primarily social functions. They chronicle the consumer culture of the time in China, and how brands developed out of it, demonstrating that brands can develop in varying ways.
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Evolving to a New Dominant Logic for Marketing
Stephen L. Vargo, Robert F. Lusch · Journal of Marketing · 2003 · 14.4K citations