Brands in the Basque gun making industry: The case of ASTRA-Unceta y Cía

Igor Goñi-Mendizabal

Business History, 2018, vol. 60, issue 8, 1194-1224

Abstract: Basque gun making was an exception in early twentieth-century Spanish industry due to its high proportion of exports. The intense growth of handgun production during those years resulted from several factors such as Spanish patent law, the revolution in transport and communications, the electrification of manufacturing and the organisation of the sector as an industrial district. This article aims to analyse the role that brands played in this success, employing not only quantitative information but also the correspondence of one of the most important manufacturers of that time. Beyond counterfeiting, Basque gun making showed extraordinary marketing performance in which branding strategies were decisive for its success.

Date: 2018
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DOI: 10.1080/00076791.2017.1282947

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