Brands :  the new wealth creators / 
edited by Susannah Hart and John Murphy. 
 - xvi, 224 p. 
 - Macmillan business. .
 - Macmillan Business (Series) .
<br/><br/> 2nd copy published by New York Uninversity, 1998. 
<br/><br/> List of Figures, Tables and Plates --  Foreword --  Notes on the Contributors --  What Is Branding? --  The History of Branding --  New Brand Development --  Developing New Brand Names --  Brand Packaging --  Researching Brands --  Branding the Corporation --  Brands as Intellectual Property --  Commercial Counterfeiting --  Brands as Financial Assets --  Brand Licensing --  Brand Franchising --  International Branding --  Branding in the European Union --  Managing Retail Brands --  Commodity Branding --  Branding In the Pharmaceutical Industry --  Brand Revitalisation and Extension --  Managing the Brand --  The Future for Brands --  Index.  1.  2.  3.  4.  5.  6.  7.  8.  9.  10.  11.  12.  13.  14.  15.  16.  17.  18.  19.  20. 
<br/><br/><label>ISBN: </label>0333659090 (pbk) 0333659082 0814755992 (hbk.:NewYorkUN) 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Brand name products--United States
<br/><br/><label>Dewey Class. No.: </label>658.827