| Title:
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BRANDS
THE NEW WEALTH CREATORS |
| By: |
Susannah Hart (Editor), John Murphy (Editor) |
| Format: |
Hardback |
| List price:
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£80.00 |
| Our price: |
£80.00 |
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| ISBN 10: |
0814755992 |
| ISBN 13: |
9780814755990 |
| Availability: |
This item will be printed on demand and will usually be dispatched within 10 days.
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| Stock: |
Currently 0 available |
| Publisher: |
NEW YORK UNIVERSITY PRESS |
| Pub. date: |
1 December, 1997 |
| Pages: |
544 |
| Description: |
Surveys all aspects of branding, from new brand development to brand management, from trademark protection to the role of advertising and design. Looking at the increasingly crucial role that brands have come to play in the international marketplace, 20 contributions address questions such as how l |
| Synopsis: |
From new brand development to brand management, from trademark protection to the role of advertising and design, Brands offers a comprehensive survey of all aspects of branding. Assembling a wide range of "brand experts," this topical and authoritative collection looks, from a variety of perspectives, at the increasingly crucial role that brands have come to play in the international marketplace. How do legal systems recognize the value of brands to both consumers and producers? How has the concept of branded goods been extended successfully to embrace services and other less tangible "products"? How have some brands come to signify certain social or political ideals, and how do those ideals affect consumer loyalty? Brands thoroughly addresses these questions, demonstrating that brands are the most valuable assets of today's international companies. |
| Illustrations: |
Illustrations (some col.) |
| Publication: |
US |
| Imprint: |
New York University Press |
| Returns: |
Non-returnable |