Television Branding as Promotion

Abstract

The concept of branding is hundreds of years old, and can be traced to a time when labels or brands were used to exert property rights on such things as land and livestock (Keller, 1998). Brands also were used to identify the crafter of a product in the early mercantile system. In time, the brand name became a form of shorthand signifier in commercial enterprises and an important element in business expansion supported by nationwide transportation systems and mass advertising.

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