THE ROLE OF THE BRAND IN THE DEVELOPMENT OF CZECH ADVERTISING IN THE FIRST HALF ON THE 20TH CENTURY
THE ROLE OF THE BRAND IN THE DEVELOPMENT OF CZECH ADVERTISING IN THE FIRST HALF ON THE 20TH CENTURY
Author(s): Dušan PavlůSubject(s): Media studies, Business Economy / Management, Management and complex organizations, Economic development, Marketing / Advertising, Socio-Economic Research
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: advertising; brand; branding; trademark;
Summary/Abstract: The brand in history of advertising as an institutionalized commercial communication activity in the territory of the Czech lands from the beginning of the 20th century; it was advertising performed as a systematic, deliberate and goal-orientated communication activity that played an important role inidentifying the manufacturing company, entrepreneur and his production. It was, and still is, an etalon for the particular quality of a product and offered service, a guarantee for trustworthy practices of the business person and symbol of value. The paper – on the basis of the specialized literature and opinions of advertising creative professionals or theoreticians of that time – describes the gradual evolution in opinion of the brand and its function in advertising communicates and advertising as a more global, socio-economic phenomenon.
Journal: Marketing Identity
- Issue Year: 4/2016
- Issue No: 1/2
- Page Range: 225-234
- Page Count: 10
- Language: English