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Developing the Brand: The Case of Alcohol, 1800–1880

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  • Duguid, Paul

Abstract

Historians generally agree that modern brands arose from the vertically integrated corporations of the late nineteenth and early twentieth centuries and were used as competitive weapons between like firms. Looking at the alcoholic beverage trade and drawing on trade press, court reports, newspaper advertising, business records, and accounts of consumer behavior, I suggest that, on the contrary, supply chains made up of small firms played both an earlier and a significant part in the genesis of modern brands. In these chains, firms used branding not only to fight direct competitors but also to discipline and subordinate other links in the chain over whom they had no direct control and with whom they had to cooperate.

Suggested Citation

  • Duguid, Paul, 2003. "Developing the Brand: The Case of Alcohol, 1800–1880," Enterprise & Society, Cambridge University Press, vol. 4(3), pages 405-441, September.
    • Handle: RePEc:cup:entsoc:v:4:y:2003:i:03:p:405-441_01
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    Cited by:

    1. Menival, David & Charters, Steve, 2014. "The impact of geographic reputation on the value created in Champagne," Australian Journal of Agricultural and Resource Economics, Australian Agricultural and Resource Economics Society, vol. 58(2), April.
    2. Carla Sequeira, 2024. "Trademarks and Denomination of Origin in Portuguese Wine Sector (1918-1924)," Athens Journal of Business & Economics, Athens Institute for Education and Research (ATINER), vol. 10(1), pages 19-42, January.
    3. Sáiz, Patricio & Fernández, Paloma, 2009. "Intangible assets and competitiveness in Spain: an approach based on trademark registration data in Catalonia (1850-1946)," Working Papers in Economic History 2009/01, Universidad Autónoma de Madrid (Spain), Department of Economic Analysis (Economic Theory and Economic History).
    4. James Simpson, 2004. "Selling to reluctant drinkers: the British wine market, 1860–1914," Economic History Review, Economic History Society, vol. 57(1), pages 80-108, February.
    5. Stefan Schwarzkopf, 2008. "Turning Trade Marks into Brands: how Advertising Agencies Created Brands in the Global Market Place, 1900-1930," Working Papers 18, Queen Mary, University of London, School of Business and Management, Centre for Globalisation Research.

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