Cheese trademarks: Italian dairy firms’ practices during the 20th century

Ilaria Suffia, Andrea Maria Locatelli and Claudio Besana

Business History, 2018, vol. 60, issue 8, 1225-1252

Abstract: Trademarks have recently become a very useful source for business historians. This longitudinal analysis of the twentieth-century trademarking activities of the most important Italian dairy firms of the era, namely Galbani, Invernizzi and Locatelli, demonstrates that trademarks were used both as a protective weapon against competitors and as an innovation carrier to open up new markets. This article also argues that trademark registrations had another dual purpose – not only were they used as buffers against negative shocks but they were also used to support periods of economic growth. A fundamental finding of this work is that trademarks, across various types of registrations, were closely connected to the features on which the companies based their sales strategies.

Date: 2018
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DOI: 10.1080/00076791.2017.1379506

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