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Emigration and imperial business: the New Zealand company brand 1839-1841

Emigration and imperial business: the New Zealand company brand 1839-1841 PurposeThis article offers an example of a comprehensive mid-nineteenth century branding strategy in practice.Design/methodology/approachThe article follows an historical research methodology using archival resources and secondary sources within a conceptual framework of present-day branding theory (Bastos and Levy) and communication theory (Perloff). It interrogates visual and material data to construct a production-led examination of the development of a company brand.FindingsThe examination of the material suggests first, that the company developed a sophisticated, multi-dimensional, multi-functional, and materially coherent branding system. Second, it demonstrates that such a system represents an early example of a strategic practice that many scholars have considered to have arisen only in the late nineteenth/early twentieth centuries. Third, it provides evidence that the origin, if not always the implementation, of the strategy lay with one man, Edward Gibbon Wakefield.Originality/valueThis article is novel in its use of visual and material culture artifacts to demonstrate the intentions of those who produced them. It also offers an example of practice in an area that is often only explored in theory. It will be of interest to cultural, marketing, and visual and material culture historians. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Historical Research in Marketing Emerald Publishing

Emigration and imperial business: the New Zealand company brand 1839-1841

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1755-750X
DOI
10.1108/JHRM-11-2015-0044
Publisher site
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Abstract

PurposeThis article offers an example of a comprehensive mid-nineteenth century branding strategy in practice.Design/methodology/approachThe article follows an historical research methodology using archival resources and secondary sources within a conceptual framework of present-day branding theory (Bastos and Levy) and communication theory (Perloff). It interrogates visual and material data to construct a production-led examination of the development of a company brand.FindingsThe examination of the material suggests first, that the company developed a sophisticated, multi-dimensional, multi-functional, and materially coherent branding system. Second, it demonstrates that such a system represents an early example of a strategic practice that many scholars have considered to have arisen only in the late nineteenth/early twentieth centuries. Third, it provides evidence that the origin, if not always the implementation, of the strategy lay with one man, Edward Gibbon Wakefield.Originality/valueThis article is novel in its use of visual and material culture artifacts to demonstrate the intentions of those who produced them. It also offers an example of practice in an area that is often only explored in theory. It will be of interest to cultural, marketing, and visual and material culture historians.

Journal

Journal of Historical Research in Marketing – Emerald Publishing

Published: May 16, 2016

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