HISTORY OF BRANDING

Using historical case studies and theoretical contributions, the course aims at providing students with a basic knowledge of the origins and evolution of the concept of brand and the use that firms made of it.
The aim of the course is to offer students theoretical and practical skills allowing them to be able to use the history of the firm to:
1) understand the value of the brand and the way in which firms built their brand;
2) identify successful and unsuccessful brand strategies;
3) Being able to evaluate, build and manage brands

Students will be able to:
1) understand the origins and evolution of the main concepts connected to the history of brand
2) have a fair understanding on how the history of the firm can be used as an instrument for brand management
3) enlist and explain examples and historical case studies on strategies that different firms used to build their brand in different time periods and sectors
4) recognize different branding forms and strategies and the difference between trademark and brand
5) be able to choose the best methods and techniques to give value to different typologies of goods and services and manage brands
6) develop a critical approach to the main theories and studies related to brand management
7) have a fair knowledge of basic qualitative tools for research in history of management and marketing

Good knowledge of the English language - ability to read, understand and summarize scientific articles in English

Week 1:
Defining brand, exploring its functions
Why an historical approach?
Week 2:
Brand, trademark and the modern corporation
Brand and competitive advantage
Brand vs Trademark
Week 3:
Brand and innovation
Building brand
The narrative perspectve
Week 4
Brand and competition
Branding strategies
Week 5
Global brands

Articles and additional material will be available on moodle

Articoli e materiale di riferimento per il corso saranno disponibile nello spazio moodle del corso

Luciano Segreto et al, European Business and Brand Building, Peter Lang, 2012 (casi scelti)
Wilson Bastos, Sidney J. Levy, (2012),"A history of the concept of branding: practice and theory", Journal of Historical Research in Marketing, Vol. 4 Iss: 3 pp. 347 - 368
Rafael Castro & Patricio Sáiz (2020) Cross-cultural factors in international branding, Business History, 62:1, 1-25
Patricio Sáiz & Rafael Castro (2018) Trademarks in branding: Legal issues and commercial practices, Business History, 60:8, 1105-1126
Mira Wilkins (1992) The Neglected Intangible Asset: The Influence of the Trade Mark on the Rise of the Modern Corporation, Business History, 34:1, 66-9
Karl Moore & Susan Reid (2008) The birth of brand: 4000 years of branding, Business History, 50:4, 419-432
Elisabetta Merlo & Mario Perugini (2020) Making Italian fashion global: Brand building and management at Gruppo Finanziario Tessile (1950s‒1990s), Business History, 62:1
Valeria Pinchera & Diego Rinallo (2020) The emergence of Italy as a fashion country: Nation branding and collective meaning creation at Florence’s fashion shows (1951–1965), Business History, 62:1, 151-178
Pierre-Yves Donzé and Ben Wubs (2019), Storytelling and the making of a global luxury fashion brand: Christian Dior, International Journal of Fashion Studies, 6(1):83-102

Attending students
Work project and presentation (25%)
Written exam

Frontal lessons - micro teaching\ case studies discusson\ students' presentations and work-groups

Italian

written

This subject deals with topics related to the macro-area "Human capital, health, education" and contributes to the achievement of one or more goals of U. N. Agenda for Sustainable Development