Brands : the new wealth creators / edited by Susannah Hart and John Murphy.
Material type:
TextSeries: Macmillan Business (Series)Publisher: Basingstoke, Hants. : Macmillan, 1998Description: xvi, 224 pISBN: - 0333659090 (pbk)
- 0333659082
- 0814755992 (hbk.:NewYorkUN)
- 658.827
| Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|---|
| Book | City Campus City Campus Main Collection | 658.827 BRA (Browse shelf(Opens below)) | 1 | Available | A151091B |
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| 658.827 BOO The book of American trade marks / | 658.827 BOO The book of American trade marks / | 658.827 BOO The book of American trade marks / | 658.827 BRA Brands : the new wealth creators / | 658.827 BRA Brandstand : strategies for retail brand building / | 658.827 BRA Brands and branding / | 658.827 BRA Brands and branding / |
2nd copy published by New York Uninversity, 1998.
List of Figures, Tables and Plates -- Foreword -- Notes on the Contributors -- 1. What Is Branding? -- 2. The History of Branding -- 3. New Brand Development -- 4. Developing New Brand Names -- 5. Brand Packaging -- 6. Researching Brands -- 7. Branding the Corporation -- 8. Brands as Intellectual Property -- 9. Commercial Counterfeiting -- 10. Brands as Financial Assets -- 11. Brand Licensing -- 12. Brand Franchising -- 13. International Branding -- 14. Branding in the European Union -- 15. Managing Retail Brands -- 16. Commodity Branding -- 17. Branding In the Pharmaceutical Industry -- 18. Brand Revitalisation and Extension -- 19. Managing the Brand -- 20. The Future for Brands -- Index.
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