The Brand and Its History

This book delves into the origins and evolution of trademark and branding practices in a wide range of geographical areas and periods, providing key knowledge for academics, professionals, and general audience on the complex world of brands.

Autorentext

Patricio Sáiz is Professor of Economic History in Madrid, where he conducts research on the economic effects of intellectual property rights. During the last twenty years he has overseen a significant project at the Spanish Patent and Trademark Office to analyse and study its historical documentation.

Rafael Castro is Associate Professor of Economic History in Madrid. His research includes extensive work - in historical perspective - on foreign direct investments, intellectual property rights, international relations, political economy of the enterprise, and public economics.

Inhalt

Part I: Trademarks and Branding 1. Trademarks in branding: Legal issues and commercial practices 2. Branding before the brand: Marks, imitations and counterfeits in pre- modern Europe 3. Early marks: American trademarks before US trademark law 4. The 'disguised' foreign investor: Brands, trademarks and the British expatriate entrepreneur in Brazil 5. Brands in the Basque gun making industry: The case of ASTRA- Unceta y Cía 6. Cheese trademarks: Italian dairy firms' practices during the 20th century 7. The effects of producers' trademark strategies on the structure of the cognac brandy supply chain during the second half of the 19th century. The reconfiguration of commercial trust by the use of brands 8. Disney in Spain (1930- 1935) Part II: Branding, Culture, and National Identity 9. Cross- cultural factors in international branding 10. The transformation of global luxury brands: The case of the Swiss watch company Longines, 1880- 2010 11. Making Italian fashion global: Brand building and management at Gruppo Finanziario Tessile (1950s-1990s) 12. Brand image, cultural association and marketing: 'New Zealand' butter and lamb exports to Britain, c. 1920- 1938 13. The expansion of branding in international marketing: The case of olive oil, 1870s- 1930s 14. The making of Labatt 'Blue': The quest for a national lager brand, 1959- 1971 15. The emergence of Italy as a fashion country: Nation branding and collective meaning creation at Florence's fashion shows (1951- 1965) 16. Dreaming of the West: The power of the brand in Soviet Lithuania, 1960s- 1980s