Part I: Trademarks and Branding --Trademarks in branding: Legal issues and commercial practices /Patricio S?z and Rafael Castro --Branding before the brand: Marks, imitations and counterfeits in pre-modern Europe /Carlo Marco Belfanti --Early marks: American trademarks before US trademark law /Paul Duguid --The 'disguised' foreign investor: Brands, trademarks and the British expatriate entrepreneur in Brazil /Teresa da Silva Lopes, Carlos Gabriel Guimar?s, Alexandre Saes and Luiz Fernando Saraiva --Brands in the Basque gun making industry: The case of ASTRA- Unceta y C? /Igor Go?-Mendizabal --Cheese trademarks: Italian dairy firms' practices during the 20th century /Ilaria Suffia, Andrea Maria Locatelli and Claudio Besana --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 --Disney in Spain (1930-1935) /Jose Bellido and Kathy Bowrey --Part II: Branding, Culture, and National Identity --Cross-cultural factors in international branding /Rafael Castro and Patricio S?z --The transformation of global luxury brands: The case of the Swiss watch company Longines, 1880-2010 /Pierre-Yves Donz?--Making Italian fashion global: Brand building and management at Gruppo Finanziario Tessile (1950s-1990s) /Elisabetta Merlo and Mario Perugini --Brand image, cultural association and marketing: 'New Zealand' butter and lamb exports to Britain, c. 1920-1938 /Felicity Barnes and David M. Higgins --The expansion of branding in international marketing: The case of olive oil, 1870s-1930s /Ramon Ramon-Mu?z --The making of Labatt 'Blue': The quest for a national lager brand, 1959-1971 /Matthew J. Bellamy --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 --Dreaming of the West: The power of the brand in Soviet Lithuania, 1960s-1980s /Brigita Tranaviciute.
| Author: Patricio S?z, Rafael Castro |
| Publisher: Routledge |
| Publication Date: Jan 29, 2024 |
| Number of Pages: NA pages |
| Language: English |
| Binding: Paperback |
| ISBN-10: 1032187352 |
| ISBN-13: 9781032187358 |
