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Brands, Geographical Origin, and the Global Economy
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Book description

Indications of geographic origin for foodstuffs and manufactures have become an important source of brand value since the beginnings of globalization during the late nineteenth century. In this work, David M. Higgins explores the early nineteenth-century business campaigns to secure national and international protection of geographic brands. He shows how these efforts culminated in the introduction of legal protocols which protect such brands, including, 'Champagne', 'Sheffield', 'Swiss made' watches and 'Made in the USA'. Higgins explores the major themes surrounding these indications, tying in the history of global marketing and the relevant laws on intellectual property. He also questions the effectiveness of European Union policy to promote 'regional' and 'local' foods and why such initiatives brought the EU in conflict with North America, especially the US He extends the study with a reflection on contemporary issues affecting globalization, intellectual property, less developed countries, and supply chains.

Reviews

'This book provides outstanding multidisciplinary insight on how indications of Geographic Origins emerged, evolved, and globalized during the last two centuries. Higgins’s remarkable research on the role of collective action in branding is indispensable for anyone interested in understanding the place of brands in the modern world.'

Patricio Sáiz - Universidad Autónoma de Madrid

'In this book, David M. Higgins uses a business historian’s insight to illuminate the continuing criticality of place origin identifiers in global markets. He traces place origin identifiers back to medieval times, refuting the idea that place image and branding have reached prominence only in the last fifty years. This is a must-read for those interested in international trade, business, marketing and law, political economy, and business history.'

Louise A. Heslop - Carleton University, Ontario

'What is the relationship between the regulation of signs of geographic origin (GIs or IGOs) and globalization? In the first systematic account of the history of the protection of GIs, business historian David M. Higgins explores some of the connections and contradictions between the promotion of global markets and the protection of signs of locality from the first wave of globalization to the present day.'

Lionel Bently - University Of Cambridge

'David M. Higgins offers a thoroughly researched and illuminating account of the evolution of industries where geographical protection of origin has been central to their development. Covering a long period, from medieval times until the present day, and also different countries and regions, Brands, Geographic Origin and Global Economy delivers unique insights into decision taking and branding strategies carried out by firms, industry associations, and government bodies, among other institutions, to deal with legitimate and illegitimate global competition.'

Teresa da Silva Lopes - University of York

'[Brands, Geographical Origin, and the Global Economy] provides much-needed clarity as to the origins of branding, indications of origin and GIs. The book does so in a very accessible and multidisciplinary way, making it relevant for various different types of research, and gives access to insight from restricted primary sources. A manuscript that considers the past in such depth can certainly help us understand aspects of the present and thus assist us in defining the future.'

Julie Mansuy Source: European Intellectual Property Review

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