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The agency of branding and the location of value. Hallmarks and monograms in early modern tableware industries

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  • Bert De Munck

Abstract

This article addresses early modern guild-based hallmarks from the perspective of modern branding. Although guilds could have firm-like functions and create ‘brand names’, collective marks at least in ‘strong guilds’ (on the continent) served a primarily socio-political function for small manufacturing masters who controlled and sanctioned branding practices themselves. While helping to solve problems of information asymmetry, the collective marks objectified product quality by locating it in the political standing and ‘quality’ of guild-based masters. The crucial shift at the end of the Ancien R�gime involved the disappearance of this link between the status of urban ‘freemen’ and the cultural identity of their products.

Suggested Citation

  • Bert De Munck, 2012. "The agency of branding and the location of value. Hallmarks and monograms in early modern tableware industries," Business History, Taylor & Francis Journals, vol. 54(7), pages 1055-1076, November.
    • Handle: RePEc:taf:bushst:v:54:y:2012:i:7:p:1055-1076
    DOI: 10.1080/00076791.2012.683422
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    References listed on IDEAS

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    1. Richardson, G., 2000. "Brand Names Before the Industrial Revolution," Papers 00-01-09, California Irvine - School of Social Sciences.
    2. Vries,Jan de, 2008. "The Industrious Revolution," Cambridge Books, Cambridge University Press, number 9780521719254, October.
    3. Vries,Jan de, 2008. "The Industrious Revolution," Cambridge Books, Cambridge University Press, number 9780521895026, October.
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