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Marketing
2015, vol. 46, br. 3, str. 179-196
jezik rada: engleski
vrsta rada: pregledni članak
doi:10.5937/markt1503179S


Poreklo i istorijski razvoj brendiranja i oglašavanja u starim civilizacijama Afrike, Azije i Evrope
Univerzitet Singidunum, Beograd, FEFA - Fakultet za ekonomiju, finansije i administraciju

e-adresa: sladjana.starcevic@gmail.com

Sažetak

Razvoj brendiranja i oglašavanja oduvek su bili međusobno uslovljeni. Cilj ovog istraživanja je da se utvrdi poreklo i prikaže istorijski razvoj brendiranja i oglašavanja u starim civilizacijama Afrike, Azije i Evrope. Primenjen je istorijski metod istraživanja. Predstavljeni su novi dokazi o primeni različitih oblika brendiranja, oglašavanja i drugih promotivnih aktivnosti u starom veku. Pokazalo se da je društveni razvoj nametnuo potrebu za označavanjem predmeta i promotivnim aktivnostima. Praksa je bila slična u svim starim civilizacijama, bez obzira na različite vremenske periode. Postojala su dva tipa brendiranja i oglašavanja: komercijalno i lično. Funkcije brendiranja i oglašavanja bile su raznovrsne i slične njihovim savremenim funkcijama.

Ključne reči

brend; oglašavanje; istorija brendiranja; istorija oglašavanja; stare civilizacije

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