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A History of Brands: Origins of Consumer Markets
Discover the fascinating evolution of branding with Richard Shear’s A History of Brands.
In this comprehensive guide, Shear traces the origins and growth of some of the world’s most recognizable brands. He delves into how branding has transitioned from simple logos and trademarks to complex systems of identity and meaning that connect with consumers on a global scale.
In A History of Brands, you’ll
Brand Learn about the early days of branding, from ancient symbols of ownership to the birth of modern trademarks.Iconic Discover the stories behind some of the most successful and influential brands in history, including their breakthroughs, challenges, and reinventions.Cultural Understand how brands reflect and shape cultural values, influencing everything from consumer behavior to global trends.Technological Examine how advancements in technology—from mass production to digital marketing—have transformed the branding landscape.The Future of Gain insights into emerging trends and the future of branding in a rapidly changing world.
A History of Brands is more than just a history book; it’s a deep dive into the forces that have shaped modern commerce and consumer culture. Richard Shear’s expertise and engaging storytelling make this a must-read for anyone interested in the intersection of business, culture, and history. Whether you’re looking to understand the origins of your favorite brands or seeking inspiration for your own brand strategy, this book offers invaluable perspectives.
The School of Visual Arts (SVA) Masters in Branding book series offers an in-depth exploration of branding as both an art and a science, highlighting the multidisciplinary approach that defines the program. This series brings together the insights and expertise of leading practitioners, scholars, and students in the field of branding, providing a comprehensive overview of the latest theories, strategies, and practices.
Each book in the series focuses on a unique aspect of branding, from cultural and social influences to technological advancements and market trends, reflecting the innovative spirit of the SVA’s Masters in Branding program. By showcasing a diverse range of perspectives and case studies, the series aims to inspire readers to think critically and creatively about the role of branding in shaping consumer perceptions and experiences.
In this comprehensive guide, Shear traces the origins and growth of some of the world’s most recognizable brands. He delves into how branding has transitioned from simple logos and trademarks to complex systems of identity and meaning that connect with consumers on a global scale.
In A History of Brands, you’ll
Brand Learn about the early days of branding, from ancient symbols of ownership to the birth of modern trademarks.Iconic Discover the stories behind some of the most successful and influential brands in history, including their breakthroughs, challenges, and reinventions.Cultural Understand how brands reflect and shape cultural values, influencing everything from consumer behavior to global trends.Technological Examine how advancements in technology—from mass production to digital marketing—have transformed the branding landscape.The Future of Gain insights into emerging trends and the future of branding in a rapidly changing world.
A History of Brands is more than just a history book; it’s a deep dive into the forces that have shaped modern commerce and consumer culture. Richard Shear’s expertise and engaging storytelling make this a must-read for anyone interested in the intersection of business, culture, and history. Whether you’re looking to understand the origins of your favorite brands or seeking inspiration for your own brand strategy, this book offers invaluable perspectives.
The School of Visual Arts (SVA) Masters in Branding book series offers an in-depth exploration of branding as both an art and a science, highlighting the multidisciplinary approach that defines the program. This series brings together the insights and expertise of leading practitioners, scholars, and students in the field of branding, providing a comprehensive overview of the latest theories, strategies, and practices.
Each book in the series focuses on a unique aspect of branding, from cultural and social influences to technological advancements and market trends, reflecting the innovative spirit of the SVA’s Masters in Branding program. By showcasing a diverse range of perspectives and case studies, the series aims to inspire readers to think critically and creatively about the role of branding in shaping consumer perceptions and experiences.
- GenresHistory
160 pages, Hardcover
Published July 22, 2025
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1915 people want to read
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Displaying 1 - 2 of 2 reviews
November 27, 2025
This is a book which reads like that buddy who casually knows everything about everything — the one who can explain why a mediaeval potter’s mark somehow prefigures the Nike swoosh.
The book is a sweeping, almost anthropological walk through the evolution of branding, except Shear never turns it into a dry academic misery-fest. Instead, he treats branding as a centuries-long drama of desire, memory, imitation, and power.
For someone like you — who teaches literature, thinks about culture, and reads like each book is a second home — this book unlocks branding as a narrative structure. Shear basically tells us: humans have always been storytellers, and brands are just the industrial-age upgrade of storytelling. A potter’s signature, a guild’s emblem, a royal seal — all were proto-logos carrying meaning, authority, and aspiration. Honestly, half the epics of world literature could be re-read as branding case studies if Shear had his way.
Where the book truly shines is its refusal to separate “brand” from “identity”. Shear captures that slow historical shift from marks of ownership to marks of desire — brands becoming psychological rather than merely functional.
The industrial revolution pumped fuel into this evolution, but globalisation made brands into omnipresent myths. Shear’s sweep is global, generous, and oddly tender. The man really respects a good logo.
If it feels like you’re watching the rise of modern consumer subjectivity unfold chapter by chapter — that’s because you are.
And Shear knows exactly when to zoom into the micro-story (like Coca-Cola’s trademark battles) and when to pan out to the macro forces shaping capitalism.
In many ways, this book becomes a cultural historian’s guilty pleasure: you get to read capitalism’s entire autobiography, disguised as the biography of icons.
The book is a sweeping, almost anthropological walk through the evolution of branding, except Shear never turns it into a dry academic misery-fest. Instead, he treats branding as a centuries-long drama of desire, memory, imitation, and power.
For someone like you — who teaches literature, thinks about culture, and reads like each book is a second home — this book unlocks branding as a narrative structure. Shear basically tells us: humans have always been storytellers, and brands are just the industrial-age upgrade of storytelling. A potter’s signature, a guild’s emblem, a royal seal — all were proto-logos carrying meaning, authority, and aspiration. Honestly, half the epics of world literature could be re-read as branding case studies if Shear had his way.
Where the book truly shines is its refusal to separate “brand” from “identity”. Shear captures that slow historical shift from marks of ownership to marks of desire — brands becoming psychological rather than merely functional.
The industrial revolution pumped fuel into this evolution, but globalisation made brands into omnipresent myths. Shear’s sweep is global, generous, and oddly tender. The man really respects a good logo.
If it feels like you’re watching the rise of modern consumer subjectivity unfold chapter by chapter — that’s because you are.
And Shear knows exactly when to zoom into the micro-story (like Coca-Cola’s trademark battles) and when to pan out to the macro forces shaping capitalism.
In many ways, this book becomes a cultural historian’s guilty pleasure: you get to read capitalism’s entire autobiography, disguised as the biography of icons.
March 21, 2025
I enjoyed this book. It is a fascinating history of brands written with a highly conversational tone. The writing is snappy and never gets bogged down in minutiae. And there are great photos and illustrations, making this book a visual pleasure. Indeed, I would call this a coffee-table book that would also make a great gift for those interested in the area. Thank you to Edelweiss and Rockport Publishers for the advance reader copy.
Displaying 1 - 2 of 2 reviews