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European Business and Brand Building

Edited By Luciano Segreto, Hubert Bonin, Andrzej K. Kozminski and Carles Manera

A strong brand is a key factor in business success, both in the short-term and in the long-term. Brands help to provide a better understanding of the corporate and commercial culture of different firms. A brand reveals the knowledge capital held by a company, but also often reflects the perception of the firm held by consumers and stake-holders.
The book explores the historical process of building some of the most famous brands among European businesses and examines the extent to which the brands have contributed to the image of the firms and their differentiation against competitors in the industry.

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CHAPTER 7 - The Invention of the Camper Brand. Brand Building of Mallorca Shoe-Manufacturing 155 - Carles Manera & Jaume Garau-Taberner

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155 CHAPTER 7 The Invention of the Camper Brand Brand Building of Mallorca Shoe-Manufacturing Carles MANERA & Jaume GARAU-TABERNER Universitat de les Illes Balears, Spain 1960 heralded a significant changing point in the economy of the Balearic Islands, with the beginning of the tourist boom. In fact, at a national level, there was a spectacular rise in the number of visitors in one year alone, from 1959 to 1960, thanks to the introduction of economic policies designed in 1959 by the Franquist regime. This growth was also evident in the Balearic Islands, albeit with a less impressive rise since a growth trend had been observed since 1955. Nonetheless, there was still a striking variation between 1955 and 1960. In synthesis, mass tourism separated the economic history of Spain1 and, more particularly, Mallorca into two major periods: one characterized by a growth model prior to tourism and another that strongly promoted this tertiary activity. The emergence of tourism began to bring about a drastic change to the economy of the Balearics and the tertiary sector grew in strength while others declined. In analyses of the development of Mallorca’s economy over the last one hundred and fifty years little reference has been made to the industrial sector.2 An absence of industrial activity in Mallorca and the obstruction of the industrialization process are two theories that have influenced most interpretations of the island’s history and economic development. As a result, the 1960s boom in mass tourism is regarded as having replaced an economy that...

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