Full Citation

Title: The Cambrian Explosion of Brands

Citation Type: Book, Section

Publication Year: 2017

ISBN:

ISSN:

DOI: 10.1057/978-1-349-94994-6_1

NSFID:

PMCID:

PMID:

Abstract: With the advent of mass media in the 1960s, immortalized in the TV series Mad Men, the pace of brand introduction, sophistication, and importance accelerated dramatically. The world has witnessed a “Cambrian explosion” of brands. The digital revolution of the twenty-first century with cheap mobiles, big data, social media, and global connectivity has further accelerated this process. Brands have become ubiquitous in today’s marketplace. And analysis of the annual rankings of the world’s most powerful brands by consultancies Brand Finance, Interbrand, and Millward Brown confirms that the strongest brands in about any industry are almost invariably global brands.

Url: https://link.springer.com/chapter/10.1057/978-1-349-94994-6_1

User Submitted?: No

Authors: Steenkamp, Jan-Benedict

Editors:

Pages: 1-14

Volume Title: Global Brand Strategy

Publisher: Palgrave Macmillan

Publisher Location: London

Volume:

Edition:

Data Collections: IPUMS CPS

Topics: Other

Countries: