Interestingly brands in the field of marketing originated in the 19th century with the advent of packaged goods. Industrialization moved the production of many household items, such as soap, from local communities to centralized factories. These factories, generating mass-produced goods, needed to sell their products to a wider market, to a customer base familiar only with local goods. So the packaged goods manufacturers needed to convince the market that the public could place just as much trust in the non-local product. Around 1900, James Walter Thompson published a house ad explaining trademark advertising. This was an early commercial explanation of what we now know as branding. Since their origin, brands have come a long way in technique, sophistication and reach. Many traditional “rules” of branding have been tossed aside over the years with the advent of the internet, cutting edge branding techniques and complex ventures. Branding has also conquered new terrains such as law firms, countries or even local produce. In this paper, we will attempt to identify and expand on some of the latest trends in branding and their scope. We will also attempt to demonstrate how these changes in branding concepts are a reflection of our times and a natural progressive reaction to external factors that has driven its rapid and powerful evolution. But, before we delve into that, we first take a look at the various issues that influence responsible branding to really comprehend the magnitude of a strong brand influence and also its constraints.
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