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Republic of Zurich, Ducat 1649

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Republic of Zurich, Ducat 1649 (obverse) Republic of Zurich, Ducat 1649 (reverse)

Zurich followed the strategy of brand recognition for its money. The city wanted to spread its coins as far as possible, after all not only for prestige, but also for trade benefits, and the profits resulting from the difference between production costs and market value of the coins.

Thus, Zurich coins bore the image of one or two lions with the Zurich escutcheon over centuries. That was boring but effective: everyone getting hold of a lion coin knew immediately that it was good and trustworthy Zurich money.

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