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.
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.
Original language | English |
---|---|
Number of pages | 38 |
Journal | Business history review |
Early online date | 3 Oct 2023 |
DOIs | |
Publication status | E-pub ahead of print - 3 Oct 2023 |
Bibliographical note
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