National Brands and Global Markets
An Historical Perspective
- Available for pre-order on February 23, 2023. Item will ship after March 16, 2023
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Between Brexit, efforts to ‘Make America great again’ and ongoing appeals for patriotic consumption to boost economies, the intersection between national identity, marketing campaigns, and consumer choices has been brought to the fore. This book maps out this terrain and provides a framework for how research on ‘Made in’ campaigns and programmes in individual countries can be placed into a broader historical context. The book argues that the history of ‘Made in’ can be used to shed light on society at large: the actors that have promoted it, the institutions that have regulated it, and the cultural environments that have attributed it meaning. At times ‘Made in’ has been a basic, descriptive trademark while, in other periods, it has been a key component of carefully developed commercial brands, and in yet other instances it has been used in attempts to forge and redefine national identities. The book opens with an introduction to the three key factors which have featured prominently in ‘Made in’ campaigns - commercial logic, national economic policy, and it’s use as an instrument in political discourse – and an overview of the evolution of ‘Made in’ from a marketing perspective. This is followed by country-specific discussions of ‘Made in’ through case studies including countries in Western Europe, US, Japan and the antipodes.
This book will be of significant interest to students and scholars of economic history, business history and marketing.
Table of Contents
1. Conceptualizing the study of “made in”-labels as an historical phenomenon.
Nikolas Glover and David M. Higgins
2. Marketing perspectives on country of origin.
3. Making Ireland: The Made in Ireland trademark and the delineation of national
Robin J.C. Adams
4. A genealogy of Made in Austria. Economic nationhood and imperial pretension
5. The long life of ‘Swedish quality’: promoting exports and keeping Swedes
competitive, c. 1900-1990s
6. Made in Italy: a history of storytelling
Carlo Marco Belfanti
7. Made in France
Véronique Pouillard and Audrey Millet
8. It’s Made in the USA, but it can’t be branded ‘Made in the USA’
David M. Higgins
9. Spanish fashion without the country-of-origin effect
José Antonio Miranda and Alba Roldán
10. From the Yellow Peril to ‘Cool Japan’: Country’s Image and Global
Competitiveness of the Japanese Manufacturing Industry since the Meiji Period
11. Crisis and continuity: the promotion of Made in New Zealand in the export and
Felicity Barnes and Jim McAloon
12. Made in Australia
13 ‘Made in Britain’ or Made in Britain?
David M. Higgins
Nikolas Glover works as associate professor and senior lecturer at the Department of Economic History, Uppsala University. His research has dealt with, among other things, public diplomacy, advertising history, and business history. Recent publications include ‘Marketing Internationalism in an Era of Globalisation – The Swedish-South African Partnership Week, November 1999’ in Culture Unbound (2021), and, with Andreas Mørkved Hellenes, ‘A "Swedish Offensive" at the World's Fairs: Advertising, Social Reformism and the Roots of Swedish Cultural Diplomacy, 1935–1939’, Contemporary European History (2020).
David M. Higgins is a professor in the accounting and finance division, Newcastle University, UK. He has published numerous articles on the evolution of trade mark and merchandise mark protection from the nineteenth century, and he is the author of Brands, Geographical Origin, and the Global Economy (2018).