The Brand and Its History (eBook, ePUB)

Trademarks, Branding and National Identity
Redaktion: Sáiz, Patricio; Castro, Rafael

• Format: ePub

Produktbeschreibung

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 audience on the complex world of brands.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 428
• Erscheinungstermin: 16. März 2022
• Englisch
• ISBN-13: 9781000549386
• Artikelnr.: 63207378

Autorenporträt

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.

Inhaltsangabe

Part I: Trademarks and Branding 1. Trademarks in branding: Legal issues and
commercial practices 2. Branding before the brand: Marks, imitations and
counterfeits in pre- modern Europe 3. Early marks: American trademarks
before US trademark law 4. The 'disguised' foreign investor: Brands,
trademarks and the British expatriate entrepreneur in Brazil 5. Brands in
the Basque gun making industry: The case of ASTRA- Unceta y Cía 6. Cheese
trademarks: Italian dairy firms' practices during the 20th century 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 8. Disney in Spain
(1930- 1935) Part II: Branding, Culture, and National Identity 9. Cross-
cultural factors in international branding 10. The transformation of global
luxury brands: The case of the Swiss watch company Longines, 1880- 2010 11.
Making Italian fashion global: Brand building and management at Gruppo
Finanziario Tessile (1950s-1990s) 12. Brand image, cultural association and
marketing: 'New Zealand' butter and lamb exports to Britain, c. 1920- 1938
13. The expansion of branding in international marketing: The case of olive
oil, 1870s- 1930s 14. The making of Labatt 'Blue': The quest for a national
lager brand, 1959- 1971 15. The emergence of Italy as a fashion country:
Nation branding and collective meaning creation at Florence's fashion shows
(1951- 1965) 16. Dreaming of the West: The power of the brand in Soviet
Lithuania, 1960s- 1980s