This study analyzes the long-term power of mercantilist firms and brands in industries characterized by high uncertainty and asset specificity. It contrasts the reputation-building and protection strategies employed in two similar industries in Portugal in the eighteenth and early nineteenth centuries; namely, those of Madeira and Port wine. The Portuguese crown created a collective brand for Port in 1756, the first regional appellation in the world. Madeira wine only received similar protection in the late twentieth century. This study argues that the Madeira wine industry relied on a different type of mercantilist proto-brand—a diffuse and multi-faceted “global” umbrella brand—of the British East India Company, which during its heyday more than rivaled the power of the Portuguese state as a product certifier and endorser.

The Japanese match industry is an early case of an industry that changed global market dynamics by building international competitiveness through combining low-cost and low-price strategies with product differentiation. This differentiation was achieved through the registration of trademarks for all matches exported, total quality control, and strong investments in graphic design to adapt brands and their imagery to different host markets and cultures. This study shows how trademark data provides alternative and complementary angles on particular economic phenomena—in this case, on how industries and countries build global competitiveness despite being technologically less developed.

The first wave of globalization, from 1850 to 1914, is considered to be a period when global trade and investment increased at a steady pace, impacting on global economic growth. Yet that evolution was not consistent across all industries. This article explains why, during that period, global trade in wines and other alcoholic beverages was reversed. Apart from diseases that affected vineyards in the main wine-producing countries of the Old World, various factors in the New World—including local government incentives and the presence of consumers (immigrants) with acquired habits of consumption from European countries—created strong incentives for the imitation and adulteration of wines. This study looks at the strategies used both by the imitators in expanding their businesses and by the innovators to survive in institutional environments that were weak with regard to the protection of their intellectual property.

Explanations of why firms exist and evolve and how intellectual property—including trademarks—contributes to their growth, survival, and impact on globalization and deglobalization have been widely studied in business history and in other fields. Drawing on the study of firms with multinational activity, this article argues that ownership of strong brands can have multiple impacts on the nature of the firm, on the dynamics of industries, on processes of globalization and deglobalization, and on shifts of power and wealth. In the process of doing so, this paper also argues that business history has great potential to have an impact beyond the field, serving as a “hub” for dialogue between disciplines. To achieve that, business historians need to remain truthful to their core competences, which include conducting well-grounded archival-based research, taking into account the uniqueness of the firm and the complexity of the environment, and conducting research that is comparative and international. This article is based my presidential address presented at the Business History Conference on March 16, 2019, in Cartagena de Indias, Colombia.

This article looks at the evolution of the British chocolate industry from the 1860s to the 1960s, a period during which it was dominated by Quaker businesses: Cadbury, Rowntree, and their predecessor, Fry. It provides evidence of early forms of fair trade by these Quaker businesses, showing that, before the fair trade movement took off in the 1970s, they contributed to social change and to improvement in living standards and long-term sustainable economic growth in developing countries. This article argues that when the mechanisms for enforcing food standards were weak and certification bodies did not exist, the Religious Society of Friends acted as an indirect independent endorser, reinforcing the imagery and reputation of the Quaker-owned brands and associating them both with purity and quality and with honest and fair trading.

In expanding on earlier analyses of the evolution of multinational business that have drawn from concepts of competition and innovation, this study examines the strategies used by British multinationals, between 1870 and 1929, to protect the global reputation of their brands, which were crucial to their survival and success. Even after the passage of new trademark legislation in 1876, enforcement of trademarks remained expensive, and often firms preferred to negotiate, rather than to prosecute violations. Many trademark imitators were based in the newly industrializing countries of the time—the United States, Germany, and Japan—and were part of the British export supply chains as licensees, franchisees, or wholesalers. British firms responded to infringements by lobbying governments, appointing local agents to provide intelligence, and collaborating with other firms.

Once described as “neglected,” brands and brand history have benefited from a recent surge of work in business history, economics, and management studies. This research, however, remains relatively tightly focused. Most attention is given to successful, long-lived brands and to the entrepreneurs who developed them. As in the market, so in research, the attraction of successful brands is understandable. Nevertheless, such a focus only reinforces both the well-known tendency to read history through the eyes of the winners and the assumption that losers and also-rans have nothing to tell us. The authors of the articles in this special section share both the wish to look beyond such assumptions and the belief that one way to do so is by complementing the study of brands with the study of trademarks and of the related legal, economic, and business arrangements that stand behind brands and provide context for their development since the nineteenth century.