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Branding settler colonialism: Patricia Ann Thomas , ‘Emigration and imperial business: the New Zealand company brand 1839-1841’, Journal of Historical Research in Marketing, 2016

27May16

Abstract: Purpose: This article offers an example of a comprehensive mid-nineteenth century branding strategy in practice. Design/methodology/approach: The 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. Findings: The 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/value: This 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.

 


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