1st Edition

National Brands and Global Markets An Historical Perspective

Edited By Nikolas Glover, David M. Higgins Copyright 2023
    264 Pages 22 B/W Illustrations
    by Routledge

    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 trade mark, 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 its use as an instrument in political discourse, and it provides an overview of the evolution of ‘Made in’ from a marketing perspective. This is followed by country-specific discussions of ‘Made in’ with case studies including countries in Western Europe, the US, Japan, and the antipodes.

    This book will be of significant interest to students and scholars of economic history, business history, and marketing.

    Chapter 7 of this book is available for free in PDF format as Open Access from the individual product page at www.routledge.com. It has been made available under a Creative Commons Attribution-Non Commercial-No Derivatives 4.0 license.

    1. Conceptualising ‘Made in’ as a historical phenomenon

    Nikolas Glover and David M. Higgins

    2. Marketing perspectives on country of origin

    Daniele Dalli

    3. Making Ireland: The Made in Ireland trademark and the delineation of national identity

    Robin J.C. Adams

    4. A genealogy of Made in Austria: Economic nationhood and imperial pretension

    Oliver Kühschelm

    5. The long life of ‘Swedish quality’: promoting exports and keeping Swedes competitive, c. 1900-1990s

    Nikolas Glover

    6. Made in Italy: A history of storytelling

    Carlo Marco Belfanti

    7. Made in France and Made in Paris: Luxury branding in the longue durée

    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

    Pierre-Yves Donzé

    11. Crisis and continuity: The promotion of Made in New Zealand in the export and domestic markets

    Felicity Barnes and Jim McAloon

    12. Made in Australia: Supporting primary products and import substitution

    Simon Ville

    13. ‘Made in Britain’ or Made in Britain?

    David M. Higgins


    Nikolas Glover is an associate professor and senior lecturer in the Department of Economic History, Uppsala University. His research has dealt with, among other things, public diplomacy, advertising history, and business history. His 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 at Newcastle University, UK. He has published numerous articles on the evolution of trade mark and merchandize mark protection from the nineteenth century, and he is the author of Brands, Geographical Origin, and the Global Economy (2018).

    "This anthology provides new insights in the history of ‘Made in’, proposing different angles of observation and a mix of case studies based on diversified sources, engaging the interest of students and scholars in the fields of business and economic history, marketing and management. The book proves the relevance and significance of historical approach to ‘Made in’ as well as the extreme fluidity of this concept, encouraging business historians to broaden and deepen research on the country of origin beyond manufacturing and country-specific settings, and towards other sectors, such as services, and regional or transnational contexts."

    Valeria Pinchera, Business History