... changed or remained the same over time? Sources included general histories focusing on the earliest uses of advertising and promotions and edited book chapters and journal articles on the histories of branding and early print advertising, marketing and advertising practices in ancient and medieval periods...

...J. Andrew Ross; Stephen Hardy; Stephen Hardy; Brian Norman; Sarah Sceery Purpose The purpose of this paper is to review and explore topics that might constitute a history of branding in sport and might also contribute to understanding today's sport branding practices. Design/methodology...

...Ross D. Petty Purpose This paper aims to discuss the early brand protection efforts of Coca‐Cola. Design/methodology/approach The paper examines the hundreds of trademark infringement challenges brought by Coca‐Cola in courts and before the US Patent and Trademark Office and develops...

...Ben Wooliscroft; Ross D. Petty Purpose This research aims to examine a number of legal sources for evidence that US marketers were interested in protecting their brand identities in the 1800s. Design/methodology/approach The research examines historical legal records including registrations...