CORDIS Project
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The project examines the influence of branding and trademarks in the Renaissance global wool trade, focusing on the Medici family's role in establishing early luxury brands. It analyzes the use of trademarks by Florentine merchants to market their products in a competitive international market.
Marks and the Medici:
Branding and Trademarks in Renaissance Global Business" (MARKS-MEDICI) will explore the role played by branding and trademarks in global business during the Renaissance.
The international wool trade in the Renaissance provides an almost unique lens through which to view the creation of the earliest global brands because the provenance and quality of the wool itself, and thus the reputation of its purveyors, were the most crucial factors in the profitability of manufacturing…
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