Brands, Geographical Origin, and the Global Economy

Indications of geographic origin for foodstuffs and manufactures have become an important source of brand value since the beginnings of globalization during the late nineteenth century. In this work, David M. Higgins explores the early nineteenth-century business campaigns to secure national and international protection of geographic brands. He shows how these efforts culminated in the introduction of legal protocols which protect such brands, including, 'Champagne', 'Sheffield', 'Swiss made' watches and 'Made in the USA'. Higgins explores the major themes surrounding these indications, tying in the history of global marketing and the relevant laws on intellectual property. He also questions the effectiveness of European Union policy to promote 'regional' and 'local' foods and why such initiatives brought the EU in conflict with North America, especially the US He extends the study with a reflection on contemporary issues affecting globalization, intellectual property, less developed countries, and supply chains.

'This book provides outstanding multidisciplinary insight on how indications of Geographic Origins emerged, evolved, and globalized during the last two centuries. Higgins's remarkable research on the role of collective action in branding is indispensable for anyone interested in understanding the place of brands in the modern world.' Patricio S&&&225;iz, Universidad Aut&&&243;noma de Madrid

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