"A Study of the Evolution and Future of Branding"
By Anders Hampf & Kirsti Lindberg-Repo
CAUSAL RELATIONSHIP AMONGST THEORIES
theories. First, it has not yet been shown in the literature how concepts have an effect on each
other, i.e. their causal connections. Hence, since the causes and effects in the evolution of
branding theories have not yet been scrutinized, it has been hard to map out which concepts
have led to other concepts and which concepts standalone. Due to the lack of understanding
of the cause and effect and the causal connections among the theories, the future of branding
has earlier been impossible to envisage. [...] Due to their importance and vital contribution to the evolution of branding, we name them the 15 milestones of branding.