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Today, brand marketing involves conspicuous brand identification and promotion of the brand itself. The history starts with branding animals and affixing brand markings on other sorts of products. Historically, such branding marks have been small and not very noticeable consistent with a lack of promotion of the mark. This book traces the evolution from mere brand marking to brand marketing where the brand identifiers are promoted to develop the brand’s own image or personality that itself encourages sales of the branded product or service. Tedlow (1990, 14) calls brands “supernames” because they do more than just identify the product name, brands are promoted themselves to provide information about the product. While some authors use the term “branding” without distinguishing brand marking/identification from promotion of the brand itself (e.g., Bastos & Levy, 2012), this book distinguishes identity branding from brand marketing to better illustrate the historical evolution from the first to the second. It should be noted that some of the history of brand marketing is often included and partially subsumed in the literature on the history of advertising since most advertising involves branded products and services (e.g., Laird, 1998; Lears, 1994; Pope, 1983; Richards, 2022; Sampson, 1874; Strasser, 1989; Tungate, 2013). The modern concept of brand marketing (as opposed to branding) evolved from the concept of “trademark advertising” in the early 1900s. Stern (2006, 217) claims “brand” entered the marketing lexicon in 1922 as part of the compound “brand name” but Bastos and Levy (2012, 353) suggest that the term brand was in common usage at least by 1920. They provide an example of a quote from P. T. Cherington (1920, 150): “the appeal to the buy… by brand has become so general as to be in many lines of merchandise the characteristic rather than the exception method of sale.” Brand marketing may be particularly effective in situations where consumer evaluation of product attributes is difficult. Economists posit that some aspects of a product may be readily observed and evaluated by consumers before purchase. These are called search attributes. Product price, for example, is usually a search attribute. Other attributes may be readily evaluated upon use (experience attributes). Promoting the brand may be a useful short-cut for consumers, but one bad experience may cause consumers to eliminate the brand from future consideration. Some attributes (credence) may not be readily evaluated by consumers at all such as long-term health benefits from taking a brand of multivitamin. Brand marketing may be particularly useful for products dominated by credence attributes because consumers won’t experience negative aspects of such products to interrupt consumer attachment to the brand.