Modern Business in Comparative Perspective

Introduction Brand identity awareness even as we understand it now appeared in the 19th century with the introduction of packaged goods. When products were no longer produced by local manufacturer the necessity for the brand image occurred. Mass production has a wider market orientation and often cheaper price. But competition with local products which were already familiar to consumers was impossible without differentiation and strong appealing image. Many brands image was intentionally created to simulate local farmers' products and therefore appear as something familiar to the possible client. Perfect illustrations provide such known brands as Uncle Ben's rice and Kellogg's breakfast cereal, till now they have a graphic of home-made products.

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