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The end of the 19th century was marked by profound changes in wine - growing, with post - phylloxera restructuring and a high degree of instability in the wine markets, growing competition, and the proliferation of imitations and falsifications of the main types of wines from well - known denominations. At the same time, though, the first steps were taken to regulate trademarks, intended to repress unfair competition and the abusive use of false or misleading indications of origin. In Portugal, the «trademark law» was enacted, dated 4th June 1883, following the signing in March that year of the Paris Convention for the Protection of Industrial Property, which gave rise to the registration of trademarks and brands for a wide range of products. Based on a survey of the registered trademarks between 1883 and 1900, in which there are a significant number of wine brands and wine products, this paper intends to understand how the different commercial agents resorted to rural images associated to the wines' regions of origin, as elements of distinction and enhancement of their brands. After intersecting the brands and denomination of origin, as well as the different interests involved, from producers to retailers, the importance attributed to the characteristics of wine (grape varieties, qualities, categories, and wine - making processes and ageing, etc.) will be analysed. [ABSTRACT FROM AUTHOR]

Brand management in today's business world is extremely related to the organizations purpose and improvement of their strategies. The goal of this study is to analyze the „Port Wine‟ brand management characteristics, who caries a strongly distinctive name, outstanding the „country equity‟ of and its importance in order to achieve competitive advantage, to the product and for the country. In a general way it's based on information obtained from institutes related to the Port Wine, commercial companies, and studies already publicized about the wine, being analyzed and developed with the aid of works about brand management, publicity, positioning and clusters. This paper structure is based on the efforts made by the company's, institutes and Portugal's government to publicize the brand upon the global market, being the product not only the creator of innumerous direct and indirect employments, but also a Portuguese ambassador to the world. [ABSTRACT FROM AUTHOR]

No contexto da grave crise das exportaçÕes vivida no sector comercial do vinho do Porto desde a II Guerra Mundial e da superação dessa crise ao longo dos anos sessenta, estudámos o percurso da Cockburn Smithes, uma firma exportadora de Gaia, também estabelecida em Inglaterra, prestando particular atenção ao período de recuperação e crescimento, entre 1962 e 1976. Recorremos sobretudo ao arquivo da empresa (localizado em Gaia, nos antigos armazéns da Cockburn's), levantando fontes de diversos tipos, resultantes da laboração diária da firma durante aquele período: correspondência trocada entre diretores e gestores dos dois escritórios da empresa (em Portugal e em Inglaterra), relatórios departamentais, propostas comerciais, notas administrativas, documentos contabilísticos vários, circulares internas, etc. Cruzámos, sempre que possível, estas fontes com outras externas à empresa. Tentámos, assim, compreender a resposta dada pela organização e pelos seus órgãos de poder às profundas mudanças operadas ao longo do período estudado no seu meio envolvente e no principal mercado de exportação, a Inglaterra. Alvo de um takeover em 1962, movido pelo grupo empresarial britânico Harveys of Bristol, foi inserida nesta estrutura que a Cockburn's procurou novas estratégias para reconquistar uma posição de liderança no estagnado mercado inglês de vinho do Porto. A inserção no grupo Harveys foi decisiva na criação da marca Cockburn's Special Reserve, um vinho premium que, lançado em 1969, catapultou a firma para a dianteira daquele mercado na década seguinte. Analisámos a forma como a Cockburn's viveu todas estas transformaçÕes, as relaçÕes entre os escritórios do Porto e de Bristol, bem como as posiçÕes e o papel dos diretores da empresa em Portugal. [ABSTRACT FROM AUTHOR]