Información General

• Autores: J. Patricio Saiz González (ed. lit.), Rafael Castro Balaguer (ed. lit.)
• Editores: Taylor & Francis Group, Routledge
• Año de publicación: 2022
• País: Reino Unido
• Idioma: inglés
• ISBN: 978-1-032-18733-4
• Texto completo no disponible (Saber más ...)

Resumen

• 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 audiences on the complex world of brands.

  The volume compiles the work of twenty-five prominent scholars worldwide, who are studying trademarks and branding practices from medieval times to the present, and from specific European countries to the United States, New Zealand, Canada, Latin America, and Soviet Union. The first part of the book provides new insights on pre-modern craft marks, on the emergence of trademark legal regimes during the nineteenth century, and on trademark and business strategies in specific regions of the world, and in distinct economic sectors and cultural contexts. An industrialisation and globalisation spread during the twentieth century, trademarking led to modern branding and international marketing, a process driven by new economic and also cultural factors. The second part of the book explores the cultural side of the brand and offers challenging studies on how luxury, fashion, culture associations, and the consolidation of nationa identities played key roles in the evolution of modern branding.

  This edited volume will not only be of great value to scholars, students, and policymakers interested in tademark/branding research, but to marketing and legal practitioners as well, aiming to delve into the origins of modern brand strategies.

  The chapters in this book were originally published as two special issues of the journal, Business History.

Otros catálogos

• Red de Bibliotecas Universitarias (REBIUN)

Listado de artículos

• • Part I. Trademarks and Branding

    • Trademarks in branding: Legal issues and commercial practices

      J. Patricio Saiz González, Rafael Castro Balaguer

      págs. 3-24

      

    • Branding before the brand: Marks, imitations and counterfeits in pre-modern Europe

      Carlo Marco Belfanti

      págs. 25-44

      

    • Early marks: American trademarks before US trademark law

      Paul Duguid

      págs. 45-68

      

    • The 'disguised' foreign investor: Brands, trademarks and the British expatriate entrepreneur in Brazil

      Teresa da Silva Lopes, Carlos Gabriel Guimaraes, Alexandre Macchione Saes, Luiz Fernando Saraiva

      págs. 69-93

      

    • Brands in the Basque gun making industry: The case of ASTRA-Unceta y Cía

      Igor Goñi Mendizabal

      págs. 94-124

      

    • Cheese trademarks: Italian dairy firms' practices during the 20th century

      Ilaria Suffia, Andrea Locatelli, Claudio Besana

      págs. 125-152

      

    • 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

      Thomas Mollanger

      págs. 153-174

      

    • Disney in Spain (1930-1935)

      José Bellido, Kathy Bowrey

      págs. 175-205

      

  • Part II. Branding, Culture, and National Identity

    • Cross-cultural factors in international branding

      Rafael Castro Balaguer, J. Patricio Saiz González

      págs. 209-233

      

    • The transformation of global luxury brands: The case of the Swiss watch company Longines, 1880-2010

      Pierre-Yves Donzé

      págs. 234-249

      

    • Making italian fashion global: Brand building and management at Gruppo Finanziario Tessile (1950s-1990s)

      Elisabetta Merlo, Mario Perugini

      págs. 250-277

      

    • Brand image, cultural association and marketing: 'New Zealand' butter and lamb exports to Britain, c. 1920-1938

      Felicity Barnes, David Higgins

      págs. 278-305

      

    • The expansion of branding in international marketing: The case of olive oil, 1870s-1930s

      Ramon Ramon-Muñoz

      págs. 306-330

      

    • The making of Labatt 'Blue': The quest for a national lager brand, 1959-1971

      Matthew J. Bellamy

      págs. 331-358

      

    • The emergence of Italy as a fashion country: Nation branding and collective meaning creation at Florence's fashion shows (1951-1965)

      Valeria Pinchera, Diego Rinallo

      págs. 359-386

      

    • Dreaming of the West: The power of the brand in Soviet Lithuania, 1960s-1980s

      Brigita Tranaviciute

      págs. 387-403