Trademarks, Brands, and Competitiveness

ISBN-13: 9780415635738 / Angielski / Miękka / 2013 / 270 str.

Teresa da Silva Lopes;Paul Duguid

Opis

'Trade Marks, Brands and Competitiveness' brings together scholars from a variety of disciplines to provide a critical account of the contribution of branding to economic growth, the relationship between trademark law and brand strategy, and the building and repositioning of individual brands as case studies in the effects of competition.

Spis treści

List of Tables.  List of Figures.  Preface Jack Keenan, CEO of Gran Cru Consulting, former CEO of Diageo.  Introduction Paul Duguid and Teresa da Silva Lopes  Part 1: Trademarks and National Competitiveness  1. Reading Registrations: An Overview of 100 Years of Trade Mark Registrations in France, the United Kingdom and the United States Paul Duguid, Teresa da Silva Lopes and John Mercer  2. Export Performance and Reputation Mark Casson and Nigel Wadeson  3. Trade Marks and Performance in UK Firms Christian Helmers and Mark Rogers  4. Co-Branding Product and Nation: Danish Modern Furniture and Denmark in the United States, 1940-1970 Per Hansen  Part 2: Trademarks and the Law  5. Trade Marks and Infringement in Britain, c. 1875- c.1900 David Higgins  6. Trademarks, Brands and Competition Jennifer Davis and Spyros Maniatis  Part 3: Building Brands  7. Brands in Chains Paul Duguid  8. Turning Trade Marks into Brands: How Advertising Agencies Practiced and Conceptualised Branding, 1890-1930 Stefan Schwarzkopf  9. Corporate Brand Building: Shell-Mex Ltd in the Interwar Period Michael Heller  10. Unilever’s (Other) Brand Wars: Retailers, Private Labels and Struggles for Supremacy Within Product Supply Chains Peter Miskell. Contributors.  References.  Index