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Turning Trade Marks into Brands: how Advertising Agencies Created Brands in the Global Market Place, 1900-1930

Author

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  • Stefan Schwarzkopf
Abstract
While historians and management students are familiar with the lore of how an internal memo at Procter & Gamble ‘invented’ brand management in 1931 (Fullerton, Low 1994; Dyer et al. 2004), little is known about how advertising agencies conceptualised and practiced branding during the early parts of the twentieth century. This paper presents evidence that by the 1920s advertising agencies drew on shared forms of implicit knowledge about consumer psychology which anticipated post-1950s debates about brand image, brand personality, brand identity, lifestyle brands and the global brand. I argue that large-scale, international advertising agencies discovered the symbolic and emotional capacities of brands in building consumer loyalty and in forming certain consumer identities much earlier than usually acknowledged. American and British agencies developed the field of tacit knowledge about the brand-consumer relationship as a source of competitive advantage in the competition for clients which increasingly sought consumers in overseas markets.

Suggested Citation

  • Stefan Schwarzkopf, 2008. "Turning Trade Marks into Brands: how Advertising Agencies Created Brands in the Global Market Place, 1900-1930," Working Papers 18, Queen Mary, University of London, School of Business and Management, Centre for Globalisation Research.
    • Handle: RePEc:cgs:wpaper:18
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    File URL: http://cgr.sbm.qmul.ac.uk/CGRWP18.pdf
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    References listed on IDEAS

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    Cited by:

    1. John Mercer, 2010. "A mark of distinction: Branding and trade mark law in the UK from the 1860s," Business History, Taylor & Francis Journals, vol. 52(1), pages 17-42.
    2. Cochrane, David Troy, 2015. "What’s Love Got to Do with It? Diamonds and the Accumulation of De Beers, 1935-55," EconStor Theses, ZBW - Leibniz Information Centre for Economics, number 157995, September.

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    More about this item

    Keywords

    brands; marketing; advertising; advertising agencies; business history;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • N84 - Economic History - - Micro-Business History - - - Europe: 1913-

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