Brands pp 206-214 | Cite as

The Future for Brands

  • Susannah Hart


Over the last two or three decades, the concept of brands and branding has developed almost out of all recognition. In the fifties and sixties, if you had asked a typical consumer to give some examples of brands, they would probably have responded with the names of household products: Ivory Soap, Fairy Liquid, Kellogg’s Cornflakes. Now, they are just as likely to reply with the names of companies, like Nike or Body Shop. In another ten years’ time, what will people be saying? Will they be giving the names of rock groups, actors or sports stars as brand names? We still speak of ‘the branded goods arena’. Will that become anachronistic as all goods come to be considered as possible brands?


Trade Mark Brand Position Personal Brand Brand Extension Corporate Brand 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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  1. Marketing Intelligence and Planning (1993).Google Scholar

Copyright information

© Susannah Hart 1998

Authors and Affiliations

  • Susannah Hart
    • 1
  1. 1.InterbrandUK

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