Title
The agency of branding and the location of value : hallmarks and monograms in early modern tableware industries The agency of branding and the location of value : hallmarks and monograms in early modern tableware industries
Author
Faculty/Department
Faculty of Arts. History
Publication type
article
Publication
London ,
Subject
Sociology
Economics
History
Source (journal)
Business history. - London
Volume/pages
54(2012) :7 , p. 1055-1076
ISSN
0007-6791
ISI
000310897000002
Carrier
E
Target language
English (eng)
Full text (Publishers DOI)
Affiliation
University of Antwerp
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.
E-info
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