Antecedentes Históricos del Marketing y la Gestión de Marcas

Antecedentes históricos de la Mercadotecnia y la Gestión de Marcas Brand Management ó la gestión de marcas está en continua evolución y al par de los cambios en la economía, la gestión de marcas también requiere nuevos enfoques y formas de pensar. En la siguiente serie de posts, sintetizaré la forma en la que la gestión de marcas ha evolucionado …

UrielAntecedentes Históricos del Marketing y la Gestión de Marcas

Success is a state of mind = integrity + action & balance

Life is what you make it but it only occurs in the present: NOW. No one forces us to do anything, but every decision that we make has an impact on the quality of our present moment. Success is a state of mind! and not only of mind but also of body and soul… Successful men and women become successful …

UrielSuccess is a state of mind = integrity + action & balance

Norway: “if one man can show so much hate, imagine how much love we all can show together”

Norway: “If one man can show so much hate, imagine how much love we all can show together” This post is dedicated to all my friends from Norway, with whom I have shared many experiences, intercultural activities and peace talks since I was a Junior Counselor in an interchange Mexico-Norway in 1998. I share the pain of the recent tragedy …

UrielNorway: “if one man can show so much hate, imagine how much love we all can show together”

Historical Background of Marketing and Brand Management

Historical Background of Marketing and Brand Management Brand management is continuously evolving and as the economy changes it requires new approaches and different ways of thinking. In the next series of posts, I synthesize how brand management has evolved from its origin until the first years of the new millennium. I have divided this historical background into 4 major blocks: …

UrielHistorical Background of Marketing and Brand Management

The Origin of Branding

Branding started in Sweden in the middle age (476-1492) when the ruling economy was the agrarian and commodities were extracted from the natural world: animal, mineral, vegetables, etc. A brand was the action of burning a symbol into the flesh of a Norse in order to signify ownership of the animal. Entomology tells us that the word “brand” is a …

UrielThe Origin of Branding

Branding during the Industrial Economy

During the Industrial Revolution (1830-70) a clear shift was seen with the arrival of brands such as C&A 1841 and Levi’s 1850 (clothing sector); Tabasco 1868 and Heinz 1869 (fast moving consumer goods FMCG sector). However, in those days the power of the distribution chain was in the hands of the wholesale traders and as a result most producers made …

UrielBranding during the Industrial Economy

The Origin of Brand Advertising

In the last decades of the 19th century and the beginning of the 20th, manufacturers started making use of advertising and representatives in order to avoid the power of the wholesale traders. One of the first advertising agencies was founded in New York in 1864 as Carlton and Smith, an advertising broker buying and selling space in the popular religious …

UrielThe Origin of Brand Advertising

The Origin of Brand Management

As more brands appeared within same market sectors while competition within categories increased, managing the creation of ads and resulting images was not enough. It is said that in 1931, Neil McElroy changed marketing forever when he wrote the classic memo at Procter and Gamble (P&G), which lead to the creation of the discipline of brand management (Aaker, Joachimsthaler, 2000; …

UrielThe Origin of Brand Management

The Origin of the Marketing Concept

After the second world war, in 1950, the service economy first employed more than 50 percent of the US population. Marketing’s modern origins as a normative management discipline emerged in the 1950s (Baker, 1999). Baker (1974, 1991) presented a broad treatment of marketing definitions which positions marketing as a hybrid management field intertwined from microeconomics, statistical mathematics and psychology. Brand …

UrielThe Origin of the Marketing Concept

Marketing Communication, Positioning and Differentiation

All the various marketing management contributions of the 60s based on Druckerian Management philosophy, did not stop those who believed that the emphasis was to be put on advertising and selling. In this way, Other general models and frameworks about marketing communications were presented and evolved from the 60s. These include models such as the hierarchy of effects approach, the …

UrielMarketing Communication, Positioning and Differentiation