This set of bar charts aims to trace the emergence of branding and measure the proportion of branded (grey)/unbranded goods (white) advertised in the Shanghai-based British newspaper North China Daily News between 1914 and 1949. For consistency reasons, the measurements were made after the same five samples as those used for the Chinese newspaper Shenbao (Jan 7, 1914; Jan 3, 1924; Jan 5, 1934; Feb 1, 1941; Jan 1, 1949).