Evolution of a brand from the Old World and New World

1. THE YORK MANAGEMENT SCHOOL (TYMS)
The Centre for Evolution of Global Business and Institutions (CEGBI)
Supervisors:
Professor Teresa da Silva Lopes
Professor Bob Doherty

2. 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

3. • 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

4. • 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

5. • Becoming global brands
– Old World: Empire and colonial
– New World: Technology
• Entrepreneurial initiatives
– By their founder
– By the distributors
Egyptian Chinese PersianRome Greek

6. • The life of brands depend on
– People
– Product history
– Industry
– Knowledge
– Region (Place)