Registered Trademarks… Reflections on the use of trademarks, consumption patterns and marketing strategies in rural areas of Argentina (1900-1930)

• Main Author: Andrea Lluch
• Format: Article
• Language: English
• Published: Universidad Nacional de La Plata 2013-06-01
• Series: Mundo Agrario
• Subjects: Marcas; Consumo; Comercialización; Comerciantes rurales
• Online Access: http://www.mundoagrario.unlp.edu.ar/article/view/2233

Trademarks are highly valuable devices that serve a relevant purpose in trade and consumption patterns. However, trademarks have been largely neglected by Argentina's economic history historiography. This article discusses how and when trademarks emerged and spread in Argentina's rural area in the early 20th century. It describes this gradual process, pointing out that, by the late 1920s, trademarks had already become a prominent feature in rural marketing strategies and consumption patterns. The study also analyzes how these processes contributed to shaping retailers' business practices as well as generic consumer goods' marketing channels (particularly, in the food and beverage industries)