Publication
Title
The agency of branding and the location of value : hallmarks and monograms in early modern tableware industries
Author
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 Regime involved the disappearance of this link between the status of urban 'freemen' and the cultural identity of their products.
Language
English
Source (journal)
Business history. - London
Publication
London : 2012
ISSN
0007-6791
Volume/pages
54:7(2012), p. 1055-1076
ISI
000310897000002
Full text (Publisher's DOI)
Full text (publisher's version - intranet only)
UAntwerpen
Faculty/Department
Research group
Publication type
Subject
Affiliation
Publications with a UAntwerp address
External links
Web of Science
Record
Identification
Creation 03.12.2012
Last edited 24.06.2017
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