Branding before the brand: Marks, imitations and counterfeits in pre-modern Europe

The making and consolidation of the first national trademark system: the diffusion of trademarks across Spanish regions, 1850–1920

“…Trademarking is an exceptionally old practice, with some historians dating it back to the Greek and Roman empires (Johnston, 1974). Signs and marks were used continuously from at least the Middle Ages to the eighteenth century, usually under guilds' rules and with local or regional scope, to signal origins and/or quality and to combat fakes (Belfanti, 2018). Industrialization processes and improvements in transportation were key factors that facilitated a progressive integration of national markets and the emergence of trademark legislation during the nineteenth century.…”

Continuity and discontinuity in the historical trajectory of the commercialising of cities: storying Stockholm 1900–2020

“…The first research stream situates marketing and branding practices in a specific spatio-temporal context. By embracing a city as the unit of analysis, the present study adds to the contextualisation of the historical discussion on branding, marketing (see Belfanti, 2018;Church & Godley, 2003;Moore & Reid, 2008) and other commercial activities and practices (Cabras & Bamforth, 2016;Heller, 2016;Lamberg et al, 2021;Shin, 2014). It also expands these research streams by presenting commercialising practices not as pure business activities, but as actions that are historically interlinked with diverse functions and practices within the city environment (Buckley, 2018;Perlinge, 2021).…”

“…The interdisciplinary field of place marketing and place branding (Govers, 2011) is preoccupied with, and devoted to, analysing the different aspects of the commercialisation of places (Lucarelli & Brorström, 2013). Contemporary studies conceptually note that activities similar to marketing and branding can be historically traced (Belfanti, 2018;Church & Godley, 2003;Moore & Reid, 2008), but researchers seldom engage in the empirical analysis of commercialising practices throughout history (see, for example, Hochschild, 2012;Sparke et al, 2009;Swett et al, 2007). Indeed, in the specific context of places, previous research primarily accounts for how cities have been historically staged and marketed to different target groups.…”

“…The commercialisation of places, such as cities, regions and nations, has received increasing attention over the last 20 years in the interdisciplinary research field of place branding and marketing (see, for example, Gertner, 2011;Govers, 2011). This field of research predominantly occupies itself with analysing the contemporary aspects of the commercialisation of places (for a review, see Lucarelli & Brorström, 2013), even though similar aspects of marketing and branding can be traced historically (Belfanti, 2018;Church & Godley, 2003;Moore & Reid, 2008). Previous research involving historical approaches to the commercialisation of places is typically underpinned by a linear view of history in terms of consisting of an ostensive ordered sequence of chronological events.…”

A Study of Factors Affecting Consumer’s Willingness to buy Counterfeit Products

“…Make certain social classes sensitive and prominent in the social ladder. This is evident from Elizabeth I's earrings blanket (1533-1603), a remarkable proof of divinity and its status in society (Belfanti, 2017). Branded brands such as Gucci, Rolex, Bottega Veneta, Coach Louis Vuitton are targeting the elites who believe in the use of rank.…”