Abstract: U.S. Companies in Argentina: Marketing Strategies and Trademark Protection, 1900-1930

Andrea Lluch


By 1927, Argentina had become the sixth largest market for U.S. goods around the world. U.S. manufacturers and exporters often complained about trademark rights in South America as a result of differences in business laws between these nations. This paper seeks to analyze American firms' marketing and branding activities in South America, particularly focusing on trademark protection of U.S. goods in Argentina between 1900 and 1930. Its purpose is not to track the performance of any one U.S. brand, but to explore developments associated with consumer and intermediate branded goods. Its preliminary findings were linked to and inspired by a renewed interest in branding and trademarks within a broader business and economic history context.