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Evolution of a brand from the Old World and New World
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Business History in the 21st Century: Life of Global Brands by
Immigrant Entrepreneurs
by
Nur Suhaili [email protected]
THE YORK MANAGEMENT SCHOOL (TYMS) The Centre for Evolution of Global Business and Institutions (CEGBI)
Supervisors: Professor Teresa da Silva Lopes Professor Bob Doherty
Evolution of a brand
Ancient Times
Second half of 19th Century
Late 19th Century
Mid 20th Century
Egyptian brick makers used brands to identify their own bricks
Advanced marketing tools, industrial revolution, communication system.
Mode of transportation. E.g. ship and railroad system.
Numerous brand names born. E.g. Kraft, Heinz, Coca-Cola, P&G, and Sears
Big Brands stay big
• People buy what they know• Something real• Consistent over time
– Over hundred year!
1876 1880 1886 1888
1908 1910 1920 1940
1960 1980 1980 2000
Brands with emerging channels, greater
change of longevity
• Dominated emerging channels were the brands that went on to win in the long-term
• Colgate, Heinz• Still strong brands• Listed in present global
brands ranking
Longevity of Brands
• Becoming global brands– Old World: Empire and colonial – New World: Technology
• Entrepreneurial initiatives– By their founder– By the distributors
Egyptian Chinese PersianRome Greek
Conclusion
• The life of brands depend on– People– Product history– Industry– Knowledge– Region (Place)