Brands : the new wealth creators
Author(s)
Bibliographic Information
Brands : the new wealth creators
Macmillan , Interbrand, 1998
- : pbk
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Note
Includes bibliographical references and index
Description and Table of Contents
- Volume
-
ISBN 9780333659083
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.
Table of Contents
- 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
- Volume
-
: pbk ISBN 9780333659090
Description
Branding is currently one of the most exciting subjects around; business people everywhere are waking up to the fact that brands are a huge source of value. But it is only by understanding the real value that brands bring to consumers that brand owners and manufacturers can truly learn to exploit that value. Brands no longer operate only in the traditional packaged goods markets; the techniques of good branding are just as vital in the business-to-business and utilities sectors, and are increasingly being applied even in non-commercial areas, from charities to football clubs. This comprehensive and authoritative book looks at branding from a wide range of perspectives: from the creation of a new brand, through the development of brand names and packaging designs, to advertising international brands. It explores the hot topics of brand valuation and brand licensing, as well as studying the increasingly important role of the corporate brand. This book is a must for anyone with an interest in brands.
Table of Contents
- 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
by "Nielsen BookData"
