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branded offerings is overwhelming and confusing consumers and causing

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logo, price, product, packaging, promotions,advertising...

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offered not only functional but also emotional value

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an understanding of the target consumer

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brand manager would be responsible for giving a product an identity that distinguished it from nearly indistinguishable competitors.

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consumer packaged goods companies dveloped the discipline of brand management, or marketing as we know it today, when they noticed the quality levels of products being offered by competitors around them improve.

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consumers in the middle of the 20th century, which required companies to find a new way to differentiate themselves from their competitors.

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Because of discipline of marketing and branding.

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Lucky Strike

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Chevrolet

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Kodak

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Coca-Cola

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HANDFUL MARKETING LEADERS (some expamples)

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HANDFUL MARKETING LEADERS (some expamples)

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companies that in the 1950s and 1960s epitomized the kind of smart marketing that is now ubiquitous.

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The Evolutionist Tendency

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The Epiphanic Tendency

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TWO EVASIVE MANEUVERS FOR AVOIDING THE QUESTION OF  ORIGINS

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TWO EVASIVE MANEUVERS FOR AVOIDING THE QUESTION OF  ORIGINS

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brands functioned well without a concept like "identity"

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date from the end of 19th century

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was fully developed over the course of the 1900

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we can be sure that:

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It was inmediatly adopted.

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It's emergence it's recent

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It's not easy to determinate it.