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Marks and the Medici: Branding and Trademarks in Renaissance Global Business

Total Cost €


EC-Contrib. €






 MARKS-MEDICI project word cloud

Explore the words cloud of the MARKS-MEDICI project. It provides you a very rough idea of what is the project "MARKS-MEDICI" about.

renaissance    english    firms    century    protection    breaking    influential    east    wool    played    turkish    countries    almost    signs    view    er    context    commercial    fellowship    segni    members    merchants    curie    global    quality    market    england    business    opened    itself    cloth    exporting    lens    changing    profitability    branding    beginning    marks    explore    goods    history    marie    brands    manufacturing    uniquely    markets    protect    marketplace    competitive    trade    exploding    near    trademarks    creation    trademark    reputation    medici    collection    relations    good    provenance    international    earliest    brand    florentine    family    provides    raw    sk    crucially    contextualize    place    marketing    books    odowska    entrepreneurs    ground    extensively    largely    sixteenth    unknown    lana    until    woolen    existence    arte    luxury    supplier    property    intellectual    guild    della    purveyors    conventions    demand   

Project "MARKS-MEDICI" data sheet

The following table provides information about the project.


Organization address
postcode: YO10 5DD

contact info
title: n.a.
name: n.a.
surname: n.a.
function: n.a.
email: n.a.
telephone: n.a.
fax: n.a.

 Coordinator Country United Kingdom [UK]
 Total cost 183˙454 €
 EC max contribution 183˙454 € (100%)
 Programme 1. H2020-EU.1.3.2. (Nurturing excellence by means of cross-border and cross-sector mobility)
 Code Call H2020-MSCA-IF-2017
 Funding Scheme MSCA-IF-EF-ST
 Starting year 2019
 Duration (year-month-day) from 2019-01-07   to  2021-01-06


Take a look of project's partnership.

# participants  country  role  EC contrib. [€] 
1    UNIVERSITY OF YORK UK (YORK NORTH YORKSHIRE) coordinator 183˙454.00


 Project objective

'Marks and the Medici: Branding and Trademarks in Renaissance Global Business' (MARKS-MEDICI) will explore the role played by branding and trademarks in global business during the Renaissance. The international wool trade in the Renaissance provides an almost unique lens through which to view the creation of the earliest global brands because the provenance and quality of the wool itself, and thus the reputation of its purveyors, were the most crucial factors in the profitability of manufacturing and exporting firms. Florentine merchants played an important role in the global wool trade and in global brand creation from the very beginning. MARKS-MEDICI will study the sixteenth-century woolen cloth trade of Medici family firms with the Near East, where the exploding Turkish demand for luxury cloth and good Turkish-Florentine relations opened up important new markets; it will place this trade in the context of changing English-Florentine commercial relations, since England was the most important supplier of raw wool for luxury production until the late sixteenth century; and, most importantly, it will focus in a ground-breaking way on the role played by trademarks in marketing and exporting luxury goods long before the existence of international intellectual property and trademark protection conventions. Medici entrepreneurs, members of the influential Florentine Wool Guild (Arte della Lana), extensively used trade marks (called segni, “signs”) to identify, protect, and market their firms and their products in a highly-competitive marketplace. A two-year Marie SkÅ‚odowska-Curie fellowship will uniquely allow the ER to analyse an important and largely unknown collection of Medici account books and, crucially, to contextualize the Medici business in the broader history of the wool trade in England and the Low Countries and in terms of the Turkish demand for luxury cloth.'

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The information about "MARKS-MEDICI" are provided by the European Opendata Portal: CORDIS opendata.

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