THE ROLE OF THE BRAND IN THE DEVELOPMENT OF CZECH ADVERTISING IN THE FIRST HALF ON THE 20TH CENTURY
Journal Title: Marketing Identity - Year 2016, Vol 4, Issue 1
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 in identifying 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.
Authors and Affiliations
Dušan Pavlů
Keywords
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