Giana Eckhardt: The Origins of Branding in Imperial China

A History of Marketing / Episode 11 When and where did modern branding really begin? The usual narrative suggests it started during the Industrial Revolution, when the UK and the US began mass producing goods. This week, we’re challenging that story with my guest Giana Eckhardt, Professor of Marketing at King's College London, whose research reveals sophisticated branding practices thrived in Imperial China centuries before the Industrial Revolution. We also explore Eckhardt’s work on The Rise of Inconspicuous Consumption and analyze how conspicuous and inconspicuous consumption have trended over the 20th and 21st centuries, with cameos from Marty McFly and Larry David. Guest: Giana Eckhardt Host: Andrew Mitrak Discover more at marketinghistory.org