000			01838 am a22002897a 4500
001			ocm0333659090
008			991208 1998 000 eng
020			_a0333659090
020			_a0333659082
029			_aT25535
040			_dOCoLC
082	0	4	_a658.827
245	0	0	_aBrands : _bthe new wealth creators / _cedited by Susannah Hart and John Murphy.
260			_aLondon : _bMacMillan, _c1998.
300			_axvi, 224 p. : _bcol. ill. ; _c24 cm.
504			_aIncludes bibliographical references and index.
505	0		_aWhat 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.
650		0	_aBrand name products. _934755
700	1		_aHart, Susannah. _924861
700	1		_aMurphy, John M., _d1944- _9111351
907			_a.b10229322 _b170427 _c011116
942			_n0
969	0	0	_a50200
979	0	0	_aLL _b08 DEC 1999
989	0	0	_aLL _b04 FEB 2000
998			_ac _b011115 _cm _da _e- _feng _genk _h0
999			_c16975 _d16975