Brand Names Before the Industrial Revolution
In medieval Europe, manufacturers sold durable goods to anonymous consumers in distant markets, this essay argues, by making products with conspicuous characteristics. Examples of these unique, observable traits included cloth of distinctive colors, fabric with unmistakable weaves, and pewter that resonated at a particular pitch. These attributes identified merchandise because consumers could observe them readily, but counterfeiters could copy them only at great cost, if at all. Conspicuous characteristics fulfilled many of the functions that patents, trademarks, and brand names do today. The words that referred to products with conspicuous characteristics served as brand names in the Middle Ages. Data drawn from an array of industries corroborates this conjecture. The abundance of evidence suggests that conspicuous characteristics played a key role in the expansion of manufacturing before the Industrial Revolution.
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- Richardson, G., 2000.
"A Tale of Two Theories: Monopolies and Craft Guilds in Medieval England and Modern Imagination,"
00-01-10, California Irvine - School of Social Sciences.
- Richardson, Gary, 2001. "A Tale of Two Theories: Monopolies and Craft Guilds in Medieval England and Modern Imagination," Journal of the History of Economic Thought, Cambridge University Press, vol. 23(02), pages 217-242, June.
- Edward Miller, 1965. "The Fortunes of the English Textile Industry during the Thirteenth Century," Economic History Review, Economic History Society, vol. 18(1), pages 64-82, 08.
- Steven Globerman, 1988. "Addressing International Product Piracy," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 19(3), pages 497-504, September.
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