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A mark of distinction: Branding and trade mark law in the UK from the 1860s

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  • John Mercer

Abstract

The development of branding is a neglected theme in business history. This article examines the emergence on a large scale of the unique product brand name - distinct from a company name or product descriptor - in the UK in the later nineteenth century. It looks at the interaction of branding strategies and UK trade mark law, which is shown to have accorded property rights in word-based marks only gradually and shaped the development of branding in the UK. Trademark application data from the 1870s to the 1920s is cited to illustrate the widespread take-up of the brand name in the UK from the 1880s, and to consider its use by different types of consumer goods firms. The article then analyses the effects of such branding into the twentieth century, including its contribution to competitive advantage, the introduction of brand architecture, and the problem of brand genericisation. It is argued that the adoption of the brand name marked a major shift in brands, from descriptions of origin to objects of artifice.

Suggested Citation

  • John Mercer, 2010. "A mark of distinction: Branding and trade mark law in the UK from the 1860s," Business History, Taylor & Francis Journals, vol. 52(1), pages 17-42.
    • Handle: RePEc:taf:bushst:v:52:y:2010:i:1:p:17-42
    DOI: 10.1080/00076790903281033
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    References listed on IDEAS

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    1. 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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    Cited by:

    1. Maria Buttery & Lester W. Johnson & Gordon E. Campbell, 2023. "How Does Organisational Culture Affect Employees’ Perception of the Brand in Service Industries?," Businesses, MDPI, vol. 3(1), pages 1-15, January.
    2. Teresa Silva Lopes & Paulo Guimaraes, 2014. "Trademarks and British dominance in consumer goods, 1876–1914," Economic History Review, Economic History Society, vol. 67(3), pages 793-817, August.
    3. Anurag Dugar & Y. L. R. Moorthi, 2023. "Deliberately Causing Brand Confusion: State of the (Unfair) Art," Business Perspectives and Research, , vol. 11(1), pages 112-136, January.

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