Branding
A Key Marketing Tool
2nd Edition
Published on 18. November 1991
Book
Hardback
XII, 220 pages
978-0-333-56076-1 (ISBN)
Description
Brands are among the most valuable assets of most of today's corporations. Brand names are the lingua franca of commerce. Branding is all about brands in both the packaged goods and the services industries - how to develop them, how to protect them, how to use them effectively. It combines the practical experience of marketing executives, trade mark lawyers, designers, advertising agents and others. It provides an international perspective on branding and is the first, authoritative book written on this increasingly important subject.
More details
Edition
2nd Revised edition
Language
English
Place of publication
London
United Kingdom
Target group
Professional and scholarly
Edition type
Revised edition
Product notice
sewn/stitched
Cloth over boards
Illustrations
XII, 220 p.
Dimensions
Height: 234 mm
Width: 156 mm
Thickness: 14 mm
Weight
503 gr
ISBN-13
978-0-333-56076-1 (9780333560761)
DOI
10.1007/978-1-349-12628-6
Schweitzer Classification
Other editions
Additional editions
E-Book
07/2016
Palgrave Macmillan
€149.79
Available for download
Content
List of Plates Notes on the Contributors Preface What is Branding?; J.M.Murphy History of Branding; A.Room The Psychology of Names; L.Collins The Legal Side of Branding; C.Graham & M.Peroff Making Your Brands Work Harder; L.Hefter Commercial Counterfeiting; V.Carratu Developing New Brands; T.Blackett & G.Denton Developing New Brand Names; J.M.Murphy Creative Execution; M.Kurlansky The Opportunity for World Brands; S.Winram Branding: the Retailer's Viewpoint; T.Leahy The Branding of Services; R.Taylor Branding in the Pharmaceutical Industry; B.Sudovar Branding at Austin Rover; T.Nolan The Wide World of Branding; T.Oliver The Corporate Identity as the Brand; J.Diefenbach Organising for New Product Development; R.Grayson The Future of Branding; K.Morwind Assessing the Value of Brands; J.Murphy Index