What’s in a Brand? Notes on the History and Main Functions of Branding

Authors

  • Peter Kastberg Aarhus University

DOI:

https://doi.org/10.7146/law.v5i8.6184

Abstract

The phenomenon of branding is probably as old as organized trade itself; it could in fact be as old as human territorial behavior.

Author Biography

Peter Kastberg, Aarhus University

Peter Kastberg (pk@asb.dk) holds a Ph.D. in applied linguistics (technical communication). He is affiliated with the Research Area for Knowledge Communication, Aarhus School of Business, University of Aarhus, Denmark. Among his current research interests count: mediation of specialized knowledge across knowledge asymmetries, the ontogenesis of knowledge, and public understanding of science and research.

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Published

2010-03-20

How to Cite

Kastberg, P. (2010). What’s in a Brand? Notes on the History and Main Functions of Branding. Language at Work - Bridging Theory and Practice, 5(8). https://doi.org/10.7146/law.v5i8.6184

Issue

Vol. 5 No. 8 (2010): Branding

Section

Articles

License

Tidsskriftet følger dansk ophavsret