The recent discussions on the label “historical epistemology” provide us with an interesting example of branding of concepts, ideas and methods. Given this recent interest in the meaning of the expression “historical epistemology”, a detailed analysis of its genealogy and context of emergence may provide some conceptual clarification in a discussion that is often confused and curiously silent on the long tradition of sociology of knowledge. This essay also sheds light on the difficulty with the international and interdisciplinary circulation of (...) ideas. (shrink)