Branding, as any other concept, has evolved over time:
from the days when sheep of one herd started to be
branded to distinguish them from another herd to the
current era when everything, from water and flowers to
clothes and food, is branded. Throughout these times,
there have been numerous theories to describe and
understand the underlying nuances. This paper finds the
relationships in previous literature and reveals how
these theories see branding from various perspectives
and how they can be integrated to form a coherent view.
It is also discussed how branding and society affect
each other. Based on the knowledge of how branding
theories have been developed as dependent variables of
each other and the society, we are able to form a better
understanding of the past, the present, and the future
of branding. pdf 2011
