| Title:
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BRANDS
THE NEW WEALTH CREATORS |
| By: |
Susannah Hart (Editor), John M. Murphy (Editor) |
| Format: |
Paperback |
| List price:
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£44.99 |
| Our price: |
£38.24 |
| Discount: |
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£6.75 |
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| ISBN 10: |
0333659090 |
| ISBN 13: |
9780333659090 |
| Availability: |
Usually dispatched within 1-3 weeks.
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| Stock: |
Currently 0 available |
| Publisher: |
PALGRAVE MACMILLAN |
| Pub. date: |
1 October, 1997 |
| Pages: |
224 |
| Description: |
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. It includes contributions from trade mark lawyers, designers and advertising agencies. |
| Synopsis: |
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. |
| Illustrations: |
biography |
| Publication: |
UK |
| Imprint: |
Palgrave Macmillan |
| Returns: |
Returnable |