Brands in the Basque gun making industry: The case of ASTRA-Unceta y Cía
本文分析20世纪初西班牙巴斯克枪支制造业中品牌的作用，利用一家主要制造商的信件和定量数据，揭示品牌策略如何推动该行业出口成功。
Basque gun making was an exception in early twentieth-century Spanish industry due to its high proportion of exports. The intense growth of handgun production during those years resulted from several factors such as Spanish patent law, the revolution in transport and communications, the electrification of manufacturing and the organisation of the sector as an industrial district. This article aims to analyse the role that brands played in this success, employing not only quantitative information but also the correspondence of one of the most important manufacturers of that time. Beyond counterfeiting, Basque gun making showed extraordinary marketing performance in which branding strategies were decisive for its success.