Branding before the brand: Marks, imitations and counterfeits in pre-modern Europe
分析了前现代欧洲经济中使用的品牌实践，研究师傅标记和集体标记的性质与功能，以及它们与模仿和假冒过程的互动，并论证现代品牌的早期形式只能追溯到18世纪。
This article aims to analyse the practices of branding adopted in the European pre-modern economy in order to communicate information about the product to the consumer. It examines the nature and function of master’s marks and collective marks and their interaction with processes of imitation and counterfeiting, and takes a stance in the debate on the origins of the modern brand, arguing in favour of the thesis that early forms of brand may be found only in the economic context of the eighteenth century and not before.