Marketing a set of interrelated commodities is to establish a brand. Advertising presents a product in its specific characteristics, which are given in the unique advertising, but at the same time, the good is featured as a part of a bigger group of commodities, which is given in the total advertising. The brand defines a variety of interconnected economic goods as a single market entity; the brand marks the commodities and the commodities furnish the image of the brand.
Historical Backdrop
• CHARLES BABBAGE The Economy of Machinery and Manufactures: mark.
• GEORGE AKERLOF The Market for "Lemons": Quality Uncertainty and the Market Mechanism: the brand-name good.
• JEAN BAUDRILLARD The Consumer Society: for the consumer society the truth of products is their brand name.
• JACQUE SEGUELA Hollywood Washes Whiter: the brand as a movie star.
