Unbundling the brand: Differentiation and the law in the Brazilian South American tea industry

Figures & data

Table 1. Exports and Trademark Registrations (TMs) of South America tea and coffee from Brazil, 1875–1913.

Type of food product	Brazil exports (amounts stated in contos de reis)	Brazil exports %	Total number of TMs	% TMs in food*	% Total TMs in Brazil
South American tea	474,778	2%	368	18.4	2.5%
Coffee	12,884,100	59%	216	10.8	1.5%

* Other important types of food products registered during include flour (217 registrations), biscuits (125 registrations), butter (124 registrations) and sugar (10 registrations).

Source: Own database, based on registration data from Diário Oficial da União dos Estados do Brasil, 1875–1913. Data on Brazil exports – Fundação Instituto Brasileiro de Geografia Estatística, Séries Estatísticas Retrospectivas (Rio de Janeiro, 1986): 85.

Figure 1. The different uses of the modern brand.

Figure A1. Argentinian imports of branded and unbranded South American tea by country of origin.

Source: Vallaro, “Yerba Mate. Yerbatales”: 22–27.

Figure A2. Illustrations of Brazilian South American tea labels.

Source: Arquivo Nacional, Rio de Janeiro.