The Rise of the Brand: the history and theory of logos and identity marks

品牌和商标无处不在，从我们穿的衣服和我们放在家里的物品，到街道上的广告牌和公共汽车、出租车和火车上的广告。学生、学者和公众对品牌的发展有着极大的兴趣，但从非商业的角度来解决这个问题的工作却很少。相比之下，这本书将提供品牌的历史和文化意义的一个可访问的账户，这将连接品牌的创意和设计主导的方面，其更广泛的社会相关性。本研究的目的是呈现“品牌”兴起的社会和文化历史，并解释为什么设计实践的这一特定方面已经成为社会生活中许多方面争论的焦点。这项研究将促成一部专著，追溯该品牌从罗马帝国起源到现在的崛起历程。它将探索品牌在将人、动物和商品标记为财产形式方面的早期作用，以及它们在工业化期间作为区分大批量生产的商品并将其营销给更广泛公众的一种方式的作用。作为这一叙述的一部分，该研究还将考虑品牌在历史上被用作国家和帝国政治项目的一部分的方式，以及它们最近如何被视为日常生活日益“市场化”的指标，以及西方主导的全球化形式的延伸。这本书还将包括新的实证材料，调查跨一系列网站的品牌工作。它将展示一些品牌的案例研究（包括索尼、苹果、吉尼斯、百事可乐和丰田），以及对设计师、品牌顾问和广告商的采访，以展示近年来品牌如何以及为什么在文化生产中变得更加重要。这本书还研究了品牌和设计行业对公共生活的非商业方面的影响，包括体育组织和活动的品牌推广（例如，包括“伦敦2012”奥运会申办）以及城市、国家、慈善机构和政党的营销。这本书的目的是提供一个比目前可用的更细致入微的品牌描述，并将展示一系列力量是如何联合起来产生当前品牌对公共文化的中心地位的。这项研究的应用范围很广，因为它是跨学科的方法，可能会吸引来自不同背景的读者。它将主要对设计历史和理论、媒体和通讯、社会和文化史以及文化研究等领域的学术研究作出贡献。它对法律和后殖民研究领域的读者也很有价值，因为它将对知识产权法（特别是商标法）及其与当代地缘政治的关系进行大量研究。此外，该研究将对上述学科的学生具有直接的教学价值，因为它将弥补现有文献中的遗漏，并将以清晰易懂的风格撰写。最后，这本书将感兴趣的一般读者谁希望了解这方面的设计和营销的社会意义。

Brands and logos are all around us, from the clothes we wear and the objects we put in our homes, to the hoardings that line our streets and the adverts that cover buses, taxis and trains. There is an enormous interest in the growth of branding on the part of students, scholars and the general public, but very little work that addresses the topic from a non-business perspective. This book, by contrast, will provide an accessible account of the historical and cultural significance of branding, which will connect the creative and design-led aspects of branding to its broader social relevance.The aim of this research is to present a social and cultural history of the rise of 'the brand' and to explain why this particular aspect of design practice has become a focus of debate across so many aspects of social life. The research will lead to a monograph that traces the rise of the brand from its origins in the Roman Empire through to the present day. It will explore the early role of brands in marking people, animal and goods as forms of property, as well as their role during industrialisation as a way of distinguishing mass-produced goods from one another and marketing them to a wider public. As part of this account, the research will also consider the ways in which brands have historically been used as part of national and imperial political projects, and how they have com: more recently to be seen as indices of the increasing 'marketisation' of daily life and the extension of a Western-dominated form of globalization.The book will also include new empirical material that investigates the work of branding across a range of sites. It will present case studies of a number of brands (including Sony, Apple, Guinness, Pepsi and Toyota), as well as interviews with designers, branding consultants and advertisers, to show how and why branding has become more central to cultural production in recent years. The book also examines the impact of the branding and design industries on apparently non-commercial aspects of public life, including the branding of sports organisations and events (including, for example, the 'London 2012' Olympic bid) and the marketing of cities, nations, charities and political parties. The book aims to provide a more nuanced account of branding than is currently available, and will show how an array of forces have combined to produce the current centrality of branding to public culture.The applications of this research are wide-ranging, since it is cross-disciplinary in approach and likely to appeal to readers from a range of backgrounds. It will serve primarily as a contribution to scholarship in the areas of design history and theory, media and communications, social and cultural history and cultural studies. It will also be of value to readers in disciplines of law and postcolonial studies, since it will incorporate substantial research into intellectual property law (specifically trademark law) and its relationship to contemporary geo-politics. In addition, the research will have a direct pedagogical value for students within the disciplines listed above, since it will remedy omissions in the existing literature and will be written in a clear and accessible style. Finally, the book will be of interest to the general reader who wishes to understand the social significance of this aspect of design and marketing.