Brands : the new wealth creators /
Brands : the new wealth creators /
edited by Susannah Hart and John Murphy.
- London : MacMillan, 1998.
- xvi, 224 p. : col. ill. ; 24 cm.
Includes bibliographical references and index.
What is branding? / John Murphy -- The history of branding / Adrian Room -- New Brand Development / Pamela Robertson -- Developing New Brand Names / Susannah Hart -- Brand Packaging / Chris Lightfoot and Richard Gerstman -- Researching Brands / Katriona Campbell -- Branding the Corporation / Simon Mottram -- Brands as intellectual property / Janet Fogg -- Commercial Counterfeiting / Vincent Carratu -- Brands as financial assets / Alex Batchelor -- Brand licensing / Raymond Perrier -- Brand Franchising / Andrew Taylor -- International branding / William G. Tragos -- Branding in the European Union / John Murray -- Managing Retail Brands / Michael Jary and Andrew Wileman -- Commodity branding / Joe Pope, David Cullwick and Jo Kennelly -- Branding in the Pharmaceutical Industry / Andy Milligan -- Brand Revitalisation and Extension / David Andrew -- Managing the brand / Andrew Seth -- The future for brands / Susannah Hart.
0333659090 0333659082
Brand name products.
658.827
Includes bibliographical references and index.
What is branding? / John Murphy -- The history of branding / Adrian Room -- New Brand Development / Pamela Robertson -- Developing New Brand Names / Susannah Hart -- Brand Packaging / Chris Lightfoot and Richard Gerstman -- Researching Brands / Katriona Campbell -- Branding the Corporation / Simon Mottram -- Brands as intellectual property / Janet Fogg -- Commercial Counterfeiting / Vincent Carratu -- Brands as financial assets / Alex Batchelor -- Brand licensing / Raymond Perrier -- Brand Franchising / Andrew Taylor -- International branding / William G. Tragos -- Branding in the European Union / John Murray -- Managing Retail Brands / Michael Jary and Andrew Wileman -- Commodity branding / Joe Pope, David Cullwick and Jo Kennelly -- Branding in the Pharmaceutical Industry / Andy Milligan -- Brand Revitalisation and Extension / David Andrew -- Managing the brand / Andrew Seth -- The future for brands / Susannah Hart.
0333659090 0333659082
Brand name products.
658.827