Il marchio nell’industria casearia italiana del Novecento: quale strategia?

Business historians have recently developed an interest in brands and trademarks. Trademarks, in particular, are used to identify the firm’s market and consumer strategies in the long term. The paper is a first analysis on the trademarks registered by the most important Italian dairy companies during the 20th century, namely Galbani, Invernizzi and Locatelli. It shows that the trademarking activity was related to the changes in the demand and in the market. Trademarks registrations increased in periods of economic growth but they were also used as a protection strategy against both negative shocks and increasing competition. Moreover, it displays that throughout trademarks firms forwarded their intangible values to consumers.