David Aaker
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David Allen Aaker is an American organizational theorist, consultant and Professor Emeritus at the University of California, Berkeley's Haas School of Business, a specialist in marketing with a focus
Brand management
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In marketing, brand management refers to the process of controlling how a brand is perceived in the market. Tangible elements of brand management include the look, price, and packaging of the product
In pre-literate societies, the distinctive shape of amphorae served some of the functions of a label, communicating information about region of origin, the name of the producer and may have carried product quality claims.
Mosaic showing garum container, from the house of Umbricius Scaurus of Pompeii. The inscription which reads "G(ari) F(los) SCO(mbri) SCAURI EX OFFI(CI)NA SCAURI" has been translated as "The flower of garum, made of the mackerel, a product of Scaurus, from the shop of Scaurus".
Hallmark on an English silver spoon, 18th century
By the 18th century, manufacturers began displaying a royal warrant on their premises and on their packaging.