Da Silva Lopes, Teresa orcid.org/0000-0002-6944-414X, Fredona, Bob and Camara, Benedita (2023) A Mercantilist Brand:The British East India Company and Madeira Wine, 1756-1834. Business history review. ISSN 0007-6805
Abstract
This study analyses the long-term power of mercantilist brands, contrasting reputation building and protection strategies in the Madeira and Port wine industries in the eighteenth and early nineteenth century. The Portuguese crown created a collective brand for Port in 1756, but Madeira wine only received similar protection in the late twentieth century. This study argues that the Madeira wine industry relied, instead, upon a different type of mercantilist brand, a diffuse and multi-faceted “global” umbrella brand, that of the British East India Company, which more than rivalled the power of the Portuguese state as a product certifier and endorser.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | This is an author-produced version of the published paper. Uploaded in accordance with the publisher’s self-archiving policy. |
Keywords: | mercantilism,mercantilist brands,merchants,East India Company,Madeira Wine |
Dates: |
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Institution: | The University of York |
Academic Units: | The University of York > Faculty of Social Sciences (York) > The York Management School |
Depositing User: | Pure (York) |
Date Deposited: | 26 Apr 2023 08:10 |
Last Modified: | 05 Mar 2025 00:08 |
Published Version: | https://doi.org/10.1017/S0007680523000387 |
Status: | Published online |
Refereed: | Yes |
Identification Number: | 10.1017/S0007680523000387 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:198521 |