A History of Brands Origins of Consumer Markets

by Shear, Richard; Kingsley, Mark; Millman, Debbie

• ISBN13: 9780760395172
• ISBN10: 0760395179
• eBook ISBN(s): 9780760395189
• Format: Hardcover
• Copyright: 2025-07-22
• Publisher: Rockport Publishers
• More Book Details

Summary

Discover the fascinating evolution of branding with Richard Shear’s A History of Brands.

In this comprehensive yet concise guide, Shear traces the origins and growth of some of the world’s most recognizable brands. Through a Western cultural lens, he examines how branding has transitioned from simple logos and trademarks to complex systems of identity and meaning that connect with consumers on a global scale.

In A History of Brands, you’ll explore:

• Brand Origins: Learn about the early days of branding, from ancient symbols of ownership to the birth of modern trademarks.
• Iconic Brands: Discover the stories behind some of the most successful and influential brands in history, including their breakthroughs, challenges, and reinventions.
• Cultural Impact: Understand how brands reflect and shape cultural values, influencing everything from consumer behavior to global trends.
• Technological Shifts: Examine how advancements in technology—from mass production to digital marketing—have transformed the branding landscape.
• The Future of Brands: Gain insights into emerging trends and the future of branding in a rapidly changing world.

A History of Brands is more than just a history book; it’s an illuminating look at the forces that have shaped modern commerce and consumer culture. Richard Shear’s expertise and engaging storytelling make this a must-read for anyone interested in the intersection of business, culture, and history. Whether you’re looking to understand the origins of your favorite brands or seeking inspiration for your own brand strategy, this book offers invaluable perspectives.

The School of Visual Arts (SVA) Masters in Branding book series offers an insightful and accessible exploration of branding as both an art and a science, highlighting the multidisciplinary approach that defines the program. This series brings together the insights and expertise of leading practitioners, scholars, and students in the field of branding, providing a comprehensive overview of the latest theories, strategies, and practices. 

Each book in the series focuses on a unique aspect of branding, from cultural and social influences to technological advancements and market trends, reflecting the innovative spirit of the SVA’s Masters in Branding program. By showcasing a diverse range of perspectives and case studies, the series aims to inspire readers to think critically and creatively about the role of branding in shaping consumer perceptions and experiences.

Also available from the series: The Meaning of Branded Objects and Brands in the Age of AI

Author Biography

As an entrepreneur Partner and Chief Creative Officer of invok brands, Richard Shear’s expertise lies in helping clients uncover the visual heritage of their most iconic brands and using this design equity to help them build and position these brands in ways that inform, connect, and motivate. As a member of the School of Visual Arts Founding Faculty of the Masters in Branding program, Richard teaches The History of Branding, focusing on the interconnected evolution of global consumer culture and visual history through the last two millennia and its influences on contemporary retail brands.

Mark Kingsley is a creative director and strategist with a wide range of experience and recognition. He is a faculty member in the School of Visual Arts Masters in Branding program and currently holds the endowed Melbert B. Cary Professorship in Graphic Arts at the Rochester Institute of Technology. As Executive Strategy Director at Collins, he developed the new global positioning for Ogilvy and helped Equinox enter the luxury hotel business. For over 17 years, his studio Greenberg Kingsley specialized in music and arts, including several years of branding and advertising for Central Park SummerStage; work for the Guggenheim Museum store; and music packaging for John Coltrane, Pat Metheny, and Quincy Jones. His current studio, Malcontent, serves global advertising firms, fin-tech startups, arts organizations, living legends, and Pulitzer Prize winners.

Table of Contents

Introduction

The Origins of Consumption
1. Patterns and Prints—Distributors of Information and Meaning
2. An Early Global Consumption Pattern
3. Elizabeth I and the Origins of Consumer Markets
4. British East India Company—One of the First Global Consumer Brands
5. Louis XIV—The Bourgeoisie and the Baroque
6. Josiah Wedgwood—The Beginnings of Modern Merchandising and Brand Identity

The Creation of Markets and Marketing
7. The New Retail Landscape
8. The New Media Landscape
9. The Poster as Brand Builder
10. The Name on the Label (1900s)
11. The 1912 Launch of Crisco—New Products and New Lifestyles
12. Peter Behrens— Brand Identity around the Wars
13. Coco Chanel and the Creation of Chanel No. 5
14. C. Coles Phillips—An Illustrator’s Definition of the Twentieth-Century Woman
15. The Role of the New Consumer
16. Alex Steinweiss and Paul Rand—Two Creative Approaches to New Brand Media

The Modern Brand Landscape
17. The “Greatest Generation” of Brands: Marlboro, Minute Rice, and Mr. Clean
18. The Explosion of Suburban Shopping and the Mall
19. A Revolutionary Decade for Brands
20. The Current Evolution of Retail in Four Steps

Today’s Brand
21. The Twenty-First-Century Hunter-Gatherer Culture and How We Search
22. The Seven Virtues and Retail Brand Experience

Acknowledgments
About the Author
About the Series Editor
Index