Branding: A Key Marketing Tool

ISBN-13: 9780333560761 / Angielski / Twarda / 1991 / 220 str.

John M. Murphy

Opis

Brands are among the most valuable assets of most of today's corporations. Brand names are the lingua franca of commerce. Branding is all about brands in both the packaged goods and the services industries - how to develop them, how to protect them, how to use them effectively. It combines the practical experience of marketing executives, trade mark lawyers, designers, advertising agents and others. It provides an international perspective on branding and is the first, authoritative book written on this increasingly important subject.

Spis treści

List of Plates Notes on the Contributors Preface What is Branding?; J.M.Murphy History of Branding; A.Room The Psychology of Names; L.Collins The Legal Side of Branding; C.Graham & M.Peroff Making Your Brands Work Harder; L.Hefter Commercial Counterfeiting; V.Carratu Developing New Brands; T.Blackett & G.Denton Developing New Brand Names; J.M.Murphy Creative Execution; M.Kurlansky The Opportunity for World Brands; S.Winram Branding: the Retailer's Viewpoint; T.Leahy The Branding of Services; R.Taylor Branding in the Pharmaceutical Industry; B.Sudovar Branding at Austin Rover; T.Nolan The Wide World of Branding; T.Oliver The Corporate Identity as the Brand; J.Diefenbach Organising for New Product Development; R.Grayson The Future of Branding; K.Morwind Assessing the Value of Brands; J.Murphy Index