1st Edition

The Brand and Its History Trademarks, Branding and National Identity

Edited By Patricio Sáiz, Rafael Castro Copyright 2022
    428 Pages
    by Routledge

    428 Pages
    by Routledge

    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 worldwide scholars studying the origins and evolution of trademarks and branding practices from medieval times to present days and from distinct European countries to the USA, New Zealand, Canada, Latin America, and the 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 the evolution of trademark and business strategies in distinct regions, sectors, and contexts. As industrialisation and globalisation spread during the twentieth century, trademarking led to modern branding and international marketing, a process driven by new economic, but 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 national identities played a key role in nowadays branding.

    This edited volume will not only be of great value to scholars, students and policymakers interested in trademark/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.

    Part I: Trademarks and Branding

    1. Trademarks in branding: Legal issues and commercial practices

    Patricio Sáiz and Rafael Castro

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

    Carlo Marco Belfanti

    3. Early marks: American trademarks before US trademark law

    Paul Duguid

    4. The ‘disguised’ foreign investor: Brands, trademarks and the British expatriate entrepreneur in Brazil

    Teresa da Silva Lopes, Carlos Gabriel Guimarães, Alexandre Saes and Luiz Fernando Saraiva

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

    Igor Goñi-Mendizabal

    6. Cheese trademarks: Italian dairy firms’ practices during the 20th century

    Ilaria Suffia, Andrea Maria Locatelli and Claudio Besana

    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

    Thomas Mollanger

    8. Disney in Spain (1930– 1935)

    Jose Bellido and Kathy Bowrey

    Part II: Branding, Culture, and National Identity

    9. Cross- cultural factors in international branding

    Rafael Castro and Patricio Sáiz

    10. The transformation of global luxury brands: The case of the Swiss watch company Longines, 1880– 2010

    Pierre-Yves Donzé

    11. Making Italian fashion global: Brand building and management at Gruppo Finanziario Tessile (1950s–1990s)

    Elisabetta Merlo and Mario Perugini

    12. Brand image, cultural association and marketing: ‘New Zealand’ butter and lamb exports to Britain, c. 1920– 1938

    Felicity Barnes and David M. Higgins

    13. The expansion of branding in international marketing: The case of olive oil, 1870s– 1930s

    Ramon Ramon-Muñoz

    14. The making of Labatt ‘Blue’: The quest for a national lager brand, 1959– 1971

    Matthew J. Bellamy

    15. The emergence of Italy as a fashion country: Nation branding and collective meaning creation at Florence’s fashion shows (1951– 1965)

    Valeria Pinchera and Diego Rinallo

    16. Dreaming of the West: The power of the brand in Soviet Lithuania, 1960s– 1980s

    Brigita Tranavičiūtė


    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.