The evolution of modern branding: Historical origins, current perspectives, and future directions

Abstract

Brands and branding have become an essential component to our economy and society, growing in importance through the years. To provide some context to that evolution, the last seven decades of branding and branding research can be roughly divided into three main eras: 1) Roots of modern branding (1955–1979); 2) Growth of branding as a management priority (1980–1999); and 3) Personal, social, cultural and digital dimensions of branding (2000–2025). After briefly highlighting some noteworthy marketplace and research developments in each era, current trends and new directions in branding are discussed in detail. Specifically, five important branding topics in need of in-depth research investigation are reviewed: 1) AI and brands; 2) The role, function, and scope of branding; 3) Brand platforms; 4) Brand journeys; and 5) Brand value and attribution. For each topic, key theoretical and managerial issues are considered and promising future research opportunities are suggested.