 The expansion of branding in international marketing: The case of olive oil, 1870s–1930sBusiness History, 2020, vol. 62, issue 1, 98-122 Abstract: Drawing on a variety of sources, this article investigates the emergence and expansion of branding in the international olive oil markets prior to World War II. It documents the rapid growth of the world trade in packaged olive oil from the 1870s onwards and shows that the main destinations of this consumer-ready product were in the Americas. In this respect, it complements previous findings based on the use of trademark registration figures. The article then argues that the expansion of canned and branded olive oil exports to the New World was the result of three interconnected factors: the mass migration of southern Europeans in the late nineteenth century and the formation of a new market on the other side of the Atlantic; significant transformations in the commodity chain of the product in the Americas during the first third of the twentieth century; and the problems of quality uncertainty and fraud in the emerging New World markets for olive oil. By analysing these factors, this study also provides evidence to further the debate on the purpose of branding and modern marketing. Date: 2020 Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:taf:bushst:v:62:y:2020:i:1:p:98-122 Ordering information: This journal article can be ordered from DOI: 10.1080/00076791.2017.1344224 Access Statistics for this article Business History is currently edited by Professor John Wilson and Professor Steven Toms More articles in Business History from Taylor & Francis Journals |
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