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Publication
A mercantilist brand: the British East India Company and Madeira Wine, 1756–1834
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Advisor(s)
Abstract(s)
This study analyzes the long-term power of mercantilist firms and
brands in industries characterized by high uncertainty and asset
specificity. It contrasts the reputation-building and protection
strategies employed in two similar industries in Portugal in the
eighteenth and early nineteenth centuries; namely, those of
Madeira and Port wine. The Portuguese crown created a collective
brand for Port in 1756, the first regional appellation in the world.
Madeira wine only received similar protection in the late twenti eth century. This study argues that the Madeira wine industry
relied on a different type of mercantilist proto-brand—a diffuse
and multi-faceted “global” umbrella brand—of the British East
India Company, which during its heyday more than rivaled the
power of the Portuguese state as a product certifier and endorser.
Description
Keywords
Mercantilism Mercantilist brands Proto-brands Merchants East India Company Madeira wine Port wine . Faculdade de Ciências Sociais
Citation
Câmara, B., Lopes, T., & Fredona, R. (2023). A Mercantilist Brand: The British East India Company and Madeira Wine, 1756–1834. Business History Review, 1-38. doi:10.1017/S0007680523000387
Publisher
Cambridge University Press