: A : Sena ee to Journal Enter keyworts, authors, 001, ORC! ThisJounal =v Business History > tae Aes a 0 Listen QO htaccess vow Special ssue paper in: Commodity Traders and the First Global Economy 0 Branding and retail strategy in the cae condensed milk trade: Borden and as Nestlé in East Asia, 1870-1929 ‘Thomas David DuBois &% © Publsned online: 26 Nov 2019 66 Download tation &@ httpss/doLorg/10.1080/00076781.2019.1688302 ete Ge Brees kctatrs sti 8 RepeesPemison (FRE) Abstract Inthisarticle This article examines the branding, retail and consumer acceptance of postract condensed milk in Asian markets during the late nineteenth and early seodbandingana ‘wentith Centuries. The two giants ofthe trade, Bordenin the United fetallsiatesles States and Nestlé & Anglo-Swiss in Europe, each carved out distinct cngnsandsprene net MAFKE In colonial Southeast Asia, but only the latter was ofthe committed to maintaining a long term presence, investing in local cencrmrarecniroduction and marketing, and taking over rights to Borden's well- known Eagle brand after the Great War. As Nestlé expanded into condensed mi in fonne Japan and China, its brand-led strategy faced new challenges of protectionism and a wave of lower priced knockoff products. Lacking ereaiaterantsh dedicated local partner, Nestlé lost ground, but remained focussed con retaining the integrity of its premium brands, a strategy that Conctason served it well over the long term. References Keywords: Nestlé, dary industry, China, food branding, market entry