Business History in the 21st Century: Life of Global Brands by

Immigrant Entrepreneurs

by

Nur Suhaili Ramlinbr500@York.ac.uk

THE YORK MANAGEMENT SCHOOL (TYMS) The Centre for Evolution of Global Business and Institutions (CEGBI)

Supervisors: Professor Teresa da Silva Lopes Professor Bob Doherty

Evolution of a brand

Ancient Times

Second half of 19th Century

Late 19th Century

Mid 20th Century

Egyptian brick makers used brands to identify their own bricks

Advanced marketing tools, industrial revolution, communication system.

Mode of transportation. E.g. ship and railroad system.

Numerous brand names born. E.g. Kraft, Heinz, Coca-Cola, P&G, and Sears 

Big Brands stay big

• People buy what they know• Something real• Consistent over time

– Over hundred year!

1876 1880 1886 1888

1908 1910 1920 1940

1960 1980 1980 2000

Brands with emerging channels, greater

change of longevity

• Dominated emerging channels were the brands that went on to win in the long-term

• Colgate, Heinz• Still strong brands• Listed in present global

brands ranking

Longevity of Brands

• Becoming global brands– Old World: Empire and colonial – New World: Technology

• Entrepreneurial initiatives– By their founder– By the distributors

Egyptian Chinese PersianRome Greek

Conclusion

• The life of brands depend on– People– Product history– Industry– Knowledge– Region (Place)