This book examines trademarks and brands, and their historical role in national competitive and comparative advantage and in overall economic growth. The contributors provide an historical account of the contribution of brands in consumer goods to economic growth; examine the development of trademark law, its influence on brand strategy, and reciprocally the influence of strategy on the law; and look at the building and repositioning of individual brands as example of the interplay of law and strategy.
Brands and trademarks are usually discussed from the perspective of marketing. This book draws together scholars and practitioners not only from marketing, but also from business history, law, economics, and economic history to provide a richer understanding of trade marks and competitiveness than has hitherto been available.
List of Tables. List of Figures. Preface Jack Keenan, CEO of Gran Cru Consulting, former CEO of Diageo. Introduction Paul Duguid and Teresa da Silva Lopes Part 1: Trademarks and National Competitiveness 1. Reading Registrations: An Overview of 100 Years of Trade Mark Registrations in France, the United Kingdom and the United States Paul Duguid, Teresa da Silva Lopes and John Mercer 2. Export Performance and Reputation Mark Casson and Nigel Wadeson 3. Trade Marks and Performance in UK Firms Christian Helmers and Mark Rogers 4. Co-Branding Product and Nation: Danish Modern Furniture and Denmark in the United States, 1940-1970 Per Hansen Part 2: Trademarks and the Law 5. Trade Marks and Infringement in Britain, c. 1875- c.1900 David Higgins 6. Trademarks, Brands and Competition Jennifer Davis and Spyros Maniatis Part 3: Building Brands 7. Brands in Chains Paul Duguid 8. Turning Trade Marks into Brands: How Advertising Agencies Practiced and Conceptualised Branding, 1890-1930 Stefan Schwarzkopf 9. Corporate Brand Building: Shell-Mex Ltd in the Interwar Period Michael Heller 10. Unilever’s (Other) Brand Wars: Retailers, Private Labels and Struggles for Supremacy Within Product Supply Chains Peter Miskell. Contributors. References. Index
Recent years have seen an explosion of research in business history. Business history is now seen variously as a key to understanding a vital aspect of the past, a source of parallels and insights into modern business practice, and a way of understanding the evolution of modern business practice. This series is not limited to any single approach, and explores a wide range of issues and industries.
Authors wishing to submit proposals for publication consideration in the Routledge International Studies in Business History series can contact series editors Jeffrey Fear (Jeffrey.Fear@glasgow.ac.uk) and Christina Lubinski (firstname.lastname@example.org)