Screen LibraryThe brand and its history : trademarks, branding and national identity /
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| Group Author: | ; |
|---|---|
| Published: |
Routledge,
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| Publisher Address: | London : |
| Publication Dates: | 2022. |
| Literature type: | Book |
| Language: | English |
| Subjects: | |
| Carrier Form: | xv, 411 pages : illustrations ; 25 cm |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: |
9781032187334 1032187336 9781032187358 1032187352 |
| Index Number: | HF5415 |
| CLC: | F713.8-09 |
| Call Number: | F713.8-09/B817 |
| Contents: |
Part I: Trademarks and Branding -- Trademarks in branding: Legal issues and commercial practices / Branding before the brand: Marks, imitations and counterfeits in pre-modern Europe / Early marks: American trademarks before US trademark law / The 'disguised' foreign investor: Brands, trademarks and the British expatriate entrepreneur in Brazil / Brands in the Basque gun making industry: The case of ASTRA- Unceta y Cía / Cheese trademarks: Italian dairy firms' practices during the 20th century / 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 / Disney in Spain (1930-1935) / Part II: Branding, Culture, and National Identity -- Cross-cultural factors in international branding / The transformation of global luxury brands: The case of the Swiss watch company Longines, 1880-2010 / Making Italian fashion global: Brand building and management at Gruppo Finanziario Tessile (1950s-1990s) / Brand image, cultural association and marketing: 'New Zealand' butter and lamb exports to Britain, c. 1920-1938 / The expansion of branding in international marketing: The case of olive oil, 1870s-1930s / The making of Labatt 'Blue': The quest for a national lager brand, 1959-1971 / The emergence of Italy as a fashion country: Nation branding and collective meaning creation at Florence's fashion shows (1951-1965) / Dreaming of the West: The power of the brand in Soviet Lithuania, 1960s-1980s / |