The Brand and Its History
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Published By Routledge

9781003255970

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Introduction: Cross-cultural factors in international branding

The Brand and Its History ◽

10.4324/9781003255970-9 ◽

2021 ◽

pp. 209-233

Author(s):

Rafael Castro ◽

Patricio Sáiz

Keyword(s):

Cultural Factors ◽

Cross Cultural ◽

International Branding

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Introduction: Trademarks in branding: Legal issues and commercial practices

The Brand and Its History ◽

10.4324/9781003255970-1 ◽

2021 ◽

pp. 3-24

Author(s):

Patricio Sáiz ◽

Rafael Castro

Keyword(s):

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The ‘disguised’ foreign investor: Brands, trademarks and the British expatriate entrepreneur in Brazil

The Brand and Its History ◽

10.4324/9781003255970-4 ◽

2021 ◽

pp. 69-93

Author(s):

Teresa da Silva Lopes ◽

Carlos Gabriel Guimarães ◽

Alexandre Saes ◽

Fernando Luiz Saraiva

Keyword(s):

Foreign Investor

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Brand image, cultural association and marketing: ‘New Zealand’ butter and lamb exports to Britain, c. 1920–1938

The Brand and Its History ◽

10.4324/9781003255970-12 ◽

2021 ◽

pp. 278-305

Author(s):

Felicity Barnes ◽

David M. Higgins

Keyword(s):

New Zealand ◽

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Cheese trademarks: Italian dairy firms' practices during the 20th century

The Brand and Its History ◽

10.4324/9781003255970-6 ◽

2021 ◽

pp. 125-152

Author(s):

Ilaria Suffia ◽

Andrea Maria Locatelli ◽

Claudio Besana

Keyword(s):

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Dreaming of the West: The power of the brand in Soviet Lithuania, 1960s–1980s

The Brand and Its History ◽

10.4324/9781003255970-16 ◽

2021 ◽

pp. 387-403

Author(s):

Brigita Tranavičiūtė

Keyword(s):

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Making Italian fashion global: Brand building and management at Gruppo Finanziario Tessile (1950s–1990s)

The Brand and Its History ◽

10.4324/9781003255970-11 ◽

2021 ◽

pp. 250-277

Author(s):

Elisabetta Merlo ◽

Mario Perugini

Keyword(s):

Brand Building ◽

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Disney in Spain (1930–1935)

The Brand and Its History ◽

10.4324/9781003255970-8 ◽

2021 ◽

pp. 175-206

Author(s):

Jose Bellido ◽

Kathy Bowrey

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The making of Labatt ‘Blue’: The quest for a national lager brand, 1959–1971

The Brand and Its History ◽

10.4324/9781003255970-14 ◽

2021 ◽

pp. 331-358

Author(s):

Matthew J. Bellamy

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The emergence of Italy as a fashion country: Nation branding and collective meaning creation at Florence's fashion shows (1951–1965)

The Brand and Its History ◽

10.4324/9781003255970-15 ◽

2021 ◽

pp. 359-386

Author(s):

Valeria Pinchera ◽

Diego Rinallo

Keyword(s):

Nation Branding ◽

Meaning Creation ◽

Collective Meaning

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