The Brand and Its History: Trademarks, Branding and National Identity

This book explores the origins and evolution of trademark and branding practices from medieval times to the present, covering various geographical areas and periods. It provides insights into pre-modern craft marks, the emergence of trademark legal regimes, and the development of trademark and business strategies. The second part explores the cultural side of branding, including luxury, fashion, culture associations, and national identities. It is valuable for scholars, students, policymakers, marketing and legal practitioners, and aims to delve into the origins of modern brand strategies.

Format: Paperback / softback
Length: 412 pages
Publication date: 29 January 2024
Publisher: Taylor & Francis Ltd

This comprehensive book explores the intricate origins and evolution of trademark and branding practices across a wide range of geographical areas and historical periods. It serves as a valuable resource for academics, professionals, and general audiences seeking to gain a deeper understanding of the complex world of brands.

The volume is a compilation of the insightful research conducted by twenty-five renowned scholars from around the globe, who have delved into the study of trademarks. These scholars examine the historical roots and development of trademarks and branding practices from medieval times to the present, spanning various European countries, the United States, New Zealand, Canada, Latin America, and the Soviet Union.

The first part of the book offers fresh perspectives on pre-modern craft marks, the emergence of trademark legal regimes during the nineteenth century, and the evolution of trademark and business strategies in diverse regions, sectors, and contexts. As industrialization and globalization spread during the twentieth century, trademarking paved the way for modern branding and international marketing, driven by both economic and cultural factors.

The second part of the book delves into the cultural aspects of branding, exploring how luxury, fashion, cultural associations, and the consolidation of national identities have played a pivotal role in shaping contemporary branding practices. The chapters in this book were originally published as two special issues of the journal, Business History, further emphasizing its academic significance and relevance.

This edited volume is not only a treasure trove of knowledge for scholars, students, and policymakers engaged in trademark/branding research but also for marketing and legal practitioners seeking to unravel the foundations of modern brand strategies. The chapters within this book provide valuable insights and theories that will undoubtedly contribute to the ongoing discourse on branding and its impact on society.

Weight: 453g
Dimension: 246 x 174 (mm)
ISBN-13: 9781032187358