Reputation and export performance: Danish butter exports and the British market, c.1880–c.1914

This article extends current scholarship on the role of branding and trade marking in establishing competitive advantage. Using a case study of Danish butter exports to the British market, 1880–1914, we demonstrate that many of the technological and organisational innovations in this industry were not in themselves sufficient to guarantee that Danish butter would command price premiums in the British market. We argue that the introduction of the ‘Lurbrand’, together with the rigorous prosecution of vendors misrepresenting other butters as Danish, were vital to maintaining the reputation of Danish butter at a time when rival countries were producing butter of comparable quality. Of particular importance to current debates on branding and trade marking is our finding that independent butter producers collaborated with the Danish government to use the same trade mark and to ensure that state inspection guaranteed that Danish butter was produced consistently to the highest quality.