Brands
The New Wealth Creators
Published on 14. November 1997
Book
Hardback
240 pages
978-0-333-65908-3 (ISBN)
Description
Brands are probably the most valuable assets of most of today's international companies. It is now recognised that branding is as important in the industrial and service sectors as it is in the packaged goods markets.;This book, looks at international brands from all perspectives, from the development of new brands to brand management, from trade mark protection to the role of advertising. Trade mark lawyers, designers and advertising agencies have all contributed to this topical and authoritative book.
More details
Language
English
Place of publication
Basingstoke
United Kingdom
Target group
College/higher education
Professional and scholarly
Illustrations
Illustrations (some col.)
Dimensions
Height: 240 mm
Width: 162 mm
Weight
568 gr
ISBN-13
978-0-333-65908-3 (9780333659083)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
Book
11/1997
Palgrave Macmillan
€53.49
Shipment within 15-20 days
Content
What is Branding?; J.Murphy - The History of Branding; A.Room - New Brand Development; P.Robertson - Developing New Brand Names; S.Hart - Brand Packaging; C.Lightfoot & R. Gerstman - Researching Brands; K.Campbell - Branding the Corporation; S.Mottram - Brands as Intellectual Property; J.Fogg - Commercial Counterfeiting; V.Carratu - Brands as Financial Assets; A.Batchelor - Brand Licensing; R.Perrier - Brand Franchising; A.Taylor - International Branding; B.Tragos - Branding in the European Union; J.Murray - Managing Retail Brands; M.Jary & A.Wileman - Commodity Branding; J.Pope, D.Cullwick & J.Kennelly - Branding in the Pharmaceutical Industry; A.Milligan - Brand Revitalisation and Extension; D.Andrew - Managing the Brand; A.Seth - The Future for Brands; S.Hart