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Chops and Trademarks: Asian Trading Ports and Textile Branding, 1840–1920

Published online by Cambridge University Press:  02 July 2015

Andreas P. Zangger
Andreas P. Zangger*
Affiliation:
URPP Asia and Europe, Wiesenstrasse 8, 8008 Zurich, Switzerland. E-mail: [email protected].
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Abstract

This article is a contribution to the prehistory of modern branding, presenting a case study of the textile trade in colonial Southeast Asia. The visual appearance of brands as well as their social meaning were altered in the cultural encounter of colonial trade. Through these encounters, trademarks were modernized: the reputation of a producer became less important than the distinctiveness of the product.

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Enterprise & Society , Volume 15 , Issue 4 , December 2014 , pp. 759 - 790
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© The Author 2014. Published by Oxford University Press on behalf of the Business History Conference. All rights reserved. For permissions, please e-mail: [email protected]

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