Brands: New Wealth Creators, The

Description:
Brands are probably the most valuable assets of most of today's international companies. It is now recognised that branding is as important in the industrial and service sectors as it is in the packaged goods markets.;This book, looks at international brands from all perspectives, from the development of new brands to brand management, from trade mark protection to the role of advertising. Trade mark lawyers, designers and advertising agencies have all contributed to this topical and authoritative book.

Review:
'A good book, nicely combining history with current practice, giving a valuable perspective...not only an introductory text, but a good update for existing practitioners.' - Ann Gregory, Leeds Metropolitan University

Table of Contents:
What is Branding?; J.Murphy - The History of Branding; A.Room - New Brand Development; P.Robertson - Developing New Brand Names; S.Hart - Brand Packaging; C.Lightfoot & R.Gerstman - Researching Brands; K.Campbell - Branding the Corporation; S.Mottram - Brands as Intellectual Property; J.Fogg - Commercial Counterfeiting; V.Carratu - Brands as Financial Assets; A.Batchelor - Brand Licensing; R.Perrier - Brand Franchising; A.Taylor - International Branding; B.Tragos - Branding in the European Union; J.Murray - Managing Retail Brands; M.Jary & A.Wileman - Commodity Branding; J.Pope, D.Cullwick & J.Kennelly - Branding in the Pharmaceutical Industry; A.Milligan - Brand Revitalisation and Extension; D.Andrew - Managing the Brand; A.Seth - The Future for Brands; S.Hart

Author Biography:
Susannah Hart is a director of Interbrand UK Limited with special responsibility for brand strategy and name development. She has advised a wide range of clients both in the UK and internationally. She is a regular speaker at conferences and joint editor of 'Naming' : an Interbrand publication. John Murphy, founder of the world-wide Interbrand brand consultancy practice, is one of the world's leading experts on the theory and practice of branding. He is author/editor of several textbooks and has handled major brand consultancy assignments for companies in the USA, UK, Continental Europe and Australasia. He is Visiting Professor of Marketing at the Open University Business School.