Brands : the new wealth creators / edited by Susannah Hart and John Murphy.
Contributor(s): Hart, Susannah
| Murphy, John M.
Material type: 
BookPublisher: London : MacMillan, 1998Description: xvi, 224 p. : col. ill. ; 24 cm.ISBN: 0333659090 ; 0333659082 .Subject(s): Brand name productsDDC classification: 658.827 | Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|
| General Lending | MTU Bishopstown Library Lending | 658.827 (Browse shelf(Opens below)) | 1 | Available | 00071064 |
Enhanced descriptions from Syndetics:
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.
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.