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Author : Rodney D. Ryder
Publisher :
ISBN 13 :
Total Pages : 520 pages
Book Rating : 4.3/5 (91 download)
Download or read book Brands, Trademarks, and Advertising written by Rodney D. Ryder and published by . This book was released on 2003 with total page 520 pages. Available in PDF, EPUB and Kindle. Book excerpt: On the legal protection of brands from copying, counterfeiting, and unfair competition.
Author : Patricio Sáiz
Publisher : Routledge
ISBN 13 : 1000549380
Total Pages : 528 pages
Book Rating : 4.0/5 (5 download)
Download or read book The Brand and Its History written by Patricio Sáiz and published by Routledge. This book was released on 2022-03-16 with total page 528 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book delves into the origins and evolution of trademark and branding practices in a wide range of geographical areas and periods, providing key knowledge for academics, professionals, and general audiences on the complex world of brands. The volume compiles the work of twenty-five prominent worldwide scholars studying the origins and evolution of trademarks and branding practices from medieval times to present days and from distinct European countries to the USA, New Zealand, Canada, Latin America, and the Soviet Union. The first part of the book provides new insights on pre-modern craft marks, on the emergence of trademark legal regimes during the nineteenth century, and on the evolution of trademark and business strategies in distinct regions, sectors, and contexts. As industrialisation and globalisation spread during the twentieth century, trademarking led to modern branding and international marketing, a process driven by new economic, but also cultural factors. The second part of the book explores the cultural side of the brand and offers challenging studies on how luxury, fashion, culture associations, and the consolidation of national identities played a key role in nowadays branding. This edited volume will not only be of great value to scholars, students and policymakers interested in trademark/branding research, but to marketing and legal practitioners as well, aiming to delve into the origins of modern brand strategies. The chapters in this book were originally published as two special issues of the journal, Business History.
Author : Teresa da Silva Lopes
Publisher : Routledge
ISBN 13 : 1135177325
Total Pages : 382 pages
Book Rating : 4.1/5 (351 download)
Download or read book Trademarks, Brands, and Competitiveness written by Teresa da Silva Lopes and published by Routledge. This book was released on 2010-05-04 with total page 382 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines trademarks and brands, and their historical role in national competitive and comparative advantage and in overall economic growth. The contributors provide an historical account of the contribution of brands in consumer goods to economic growth; examine the development of trademark law, its influence on brand strategy, and reciprocally the influence of strategy on the law; and look at the building and repositioning of individual brands as example of the interplay of law and strategy. Brands and trademarks are usually discussed from the perspective of marketing. This book draws together scholars and practitioners not only from marketing, but also from business history, law, economics, and economic history to provide a richer understanding of trade marks and competitiveness than has hitherto been available.
Author : Rodney D Ryder
Publisher :
ISBN 13 : 9781403930125
Total Pages : 432 pages
Book Rating : 4.9/5 (31 download)
Download or read book Trademarks, Advertising and Brand Protection written by Rodney D Ryder and published by . This book was released on 2006-02-01 with total page 432 pages. Available in PDF, EPUB and Kindle. Book excerpt: Brands have become the single most important asset of many business organisations today. The need to protect them from unauthorised copying, imitation and unfair competition is therefore all the more necessary. But what can be done? Trademarks, Advertisin
Author : Rita Clifton
Publisher : John Wiley & Sons
ISBN 13 : 9781576603505
Total Pages : 322 pages
Book Rating : 4.6/5 (35 download)
Download or read book Brands and Branding written by Rita Clifton and published by John Wiley & Sons. This book was released on 2009-04-01 with total page 322 pages. Available in PDF, EPUB and Kindle. Book excerpt: With contributions from leading brand experts around the world, this valuable resource delineates the case for brands (financial value, social value, etc.) and looks at what makes certain brands great. It covers best practices in branding and also looks at the future of brands in the age of globalization. Although the balance sheet may not even put a value on it, a company’s brand or its portfolio of brands is its most valuable asset. For well-known companies it has been calculated that the brand can account for as much as 80 percent of their market value. This book argues that because of this and because of the power of not-for-profit brands like the Red Cross or Oxfam, all organisations should make the brand their central organising principle, guiding every decision and every action. As well as making the case for brands and examining the argument of the anti-globalisation movement that brands are bullies which do harm, this second edition of Brands and Branding provides an expert review of best practice in branding, covering everything from brand positioning to brand protection, visual and verbal identity and brand communications. Lastly, the third part of the book looks at trends in branding, branding in Asia, especially in China and India, brands in a digital world and the future for brands. Written by 19 experts in the field, Brands and Branding sets out to provide a better understanding of the role and importance of brands, as well as a wealth of insights into how one builds and sustains a successful brand.
Author : Mary Sullivan
Publisher :
ISBN 13 :
Total Pages : 46 pages
Book Rating : 4.F/5 ( download)
Download or read book How Many Trademarks Does it Take to Protect a Brand? written by Mary Sullivan and published by . This book was released on 2001 with total page 46 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Lionel Bently
Publisher : Cambridge University Press
ISBN 13 : 9780521187923
Total Pages : 0 pages
Book Rating : 4.1/5 (879 download)
Download or read book Trade Marks and Brands written by Lionel Bently and published by Cambridge University Press. This book was released on 2011-03-03 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Developments in trade marks law have called into question a variety of basic features, as well as bolder extensions, of legal protection. Other disciplines can help us think about fundamental issues such as: what is a trade mark? What does it do? What should be the scope of its protection? This volume assembles essays examining trade marks and brands from a multiplicity of fields: from business history, marketing, linguistics, legal history, philosophy, sociology and geography. Each chapter pairs lawyers' and non-lawyers' perspectives, so that each commentator addresses and critiques his or her counterpart's analysis. The perspectives of non-legal fields are intended to enrich legal academics' and practitioners' reflections about trade marks, and to expose lawyers, judges and policy-makers to ideas, concepts and methods that could prove to be of particular importance in the development of positive law.
Author : Edward F. McQuarrie
Publisher : Edward Elgar Publishing
ISBN 13 : 1785365428
Total Pages : 281 pages
Book Rating : 4.7/5 (853 download)
Download or read book Visual Branding written by Edward F. McQuarrie and published by Edward Elgar Publishing. This book was released on 2016-12-30 with total page 281 pages. Available in PDF, EPUB and Kindle. Book excerpt: Visual Branding pulls together analyses of logos, typeface, color, and spokes-characters to give a comprehensive account of the visual devices used in branding and advertising. The book places each avenue for visual branding within a rhetorical framework that explains what that device can accomplish for the brand. It lays out the available possibilities for constructing logos and distinguishes basic types along with examples of their use and evolution over time.
Author : Al Ries
Publisher : Harper Collins
ISBN 13 : 0061983675
Total Pages : 239 pages
Book Rating : 4.0/5 (619 download)
Download or read book The 22 Immutable Laws of Branding written by Al Ries and published by Harper Collins. This book was released on 2009-10-06 with total page 239 pages. Available in PDF, EPUB and Kindle. Book excerpt: This marketing classic has been expanded to include new commentary, new illustrations, and a bonus book: The 11 Immutable Laws of Internet Branding. Smart and accessible, The 22 Immutable Laws of Branding is the definitive text on branding, pairing anecdotes about some of the best brands in the world, like Rolex, Volvo, and Heineken, with the signature savvy of marketing gurus Al and Laura Ries. Combining The 22 Immutable Laws of Branding and The 11 Immutable Laws of Internet Branding, this book proclaims that the only way to stand out in today's marketplace is to build your product or service into a brand—and provides the step-by-step instructions you need to do so. The 22 Immutable Laws of Branding also tackles one of the most challenging marketing problems today: branding on the Web. The Rieses divulge the controversial and counterintuitive strategies and secrets that both small and large companies have used to establish internet brands. The 22 Immutable Laws of Branding is the essential primer on building a category-dominating, world-class brand.
Author : Jennifer M. Black
Publisher : University of Pennsylvania Press
ISBN 13 : 1512824992
Total Pages : 321 pages
Book Rating : 4.5/5 (128 download)
Download or read book Branding Trust written by Jennifer M. Black and published by University of Pennsylvania Press. This book was released on 2023-12-05 with total page 321 pages. Available in PDF, EPUB and Kindle. Book excerpt: In the early nineteenth century, the American commercial marketplace was a chaotic, unregulated environment in which knock-offs and outright frauds thrived. Appearances could be deceiving, and entrepreneurs often relied on their personal reputations to close deals and make sales. Rapid industrialization and expanding trade routes opened new markets with enormous potential, but how could distant merchants convince potential customers, whom they had never met, that they could be trusted? Through wide-ranging visual and textual evidence, including a robust selection of early advertisements, Branding Trust tells the story of how advertising evolved to meet these challenges, tracing the themes of character and class as they intertwined with and influenced graphic design, trademark law, and ideas about ethical business practice in the United States. As early as the 1830s, printers, advertising agents, and manufacturers collaborated to devise new ways to advertise goods. They used eye-catching designs and fonts to grab viewers’ attention and wove together meaningful images and prose to gain the public’s trust. At the same time, manufacturers took legal steps to safeguard their intellectual property, formulating new ways to protect their brands by taking legal action against counterfeits and frauds. By the end of the nineteenth century, these advertising and legal strategies came together to form the primary components of modern branding: demonstrating character, protecting goodwill, entertaining viewers to build rapport, and deploying the latest graphic innovations in print. Trademarks became the symbols that embodied these ideas—in print, in the law, and to the public. Branding Trust thus identifies and explains the visual rhetoric of trust and legitimacy that has come to reign over American capitalism. Though the 1920s has often been held up as the birth of modern advertising, Jennifer M. Black argues that advertising professionals had in fact learned how to navigate public relations over the previous century by adapting the language, imagery, and ideas of the American middle class.
Author : Bill Chiaravalle
Publisher : John Wiley & Sons
ISBN 13 : 111895808X
Total Pages : 390 pages
Book Rating : 4.1/5 (189 download)
Download or read book Branding For Dummies written by Bill Chiaravalle and published by John Wiley & Sons. This book was released on 2014-12-31 with total page 390 pages. Available in PDF, EPUB and Kindle. Book excerpt: Discover how brands are created, managed, differentiated, leveraged, and licensed Whether your business is large or small, global or local, this new edition of Branding For Dummies gives you the nuts and bolts to create, improve, and maintain a successful brand. It'll help you define your company's mission, the benefits and features of your products or services, what your customers and prospects already think of your brand, what qualities you want them to associate with your company, and so much more. Packed with plain-English advice and step-by-step instructions, Branding For Dummies covers assembling a top-notch branding team, positioning your brand, handling advertising and promotions, avoiding blunders, and keeping your brand viable, visible, and healthy. Whether you're looking to develop a logo and tagline, manage and protect your brand, launch a brand marketing plan, fix a broken brand, make customers loyal brand champions—or anything in between—Branding For Dummies makes it fast and easy. Includes tips and cautionary advice on social media and its impact on personal and business branding programs Covers balancing personal and business brand development References some of the major brand crises—and how to avoid making the same mistakes Shows brand marketers how to create brands that match their employers' objectives while launching their own careers If you're a business leader looking to set your brand up for the ultimate success, Branding For Dummies has you covered.
Author : Tom Blackett
Publisher : Springer
ISBN 13 : 1349147192
Total Pages : 150 pages
Book Rating : 4.3/5 (491 download)
Download or read book Trademarks written by Tom Blackett and published by Springer. This book was released on 2016-07-27 with total page 150 pages. Available in PDF, EPUB and Kindle. Book excerpt: For many companies, brands are now their most valuable assets - yet there is insufficient knowledge within business in general of legal systems that exist to allow brand owners to protect these assets. Equally, few trademark lawyers fully understand the commercial significance of these legal systems for the success of brand-based businesses. Adopting an interdisciplinary approach, Trademarks divulges the legal enigma to the brand owner, and the business advantage of trademarking to the lawyer, whilst providing a unique insight into all aspects of trademarking for all those fascinated by this channel for success.
Author : John M. Murphy
Publisher : Springer
ISBN 13 : 1349126284
Total Pages : 230 pages
Book Rating : 4.3/5 (491 download)
Download or read book Branding written by John M. Murphy and published by Springer. This book was released on 2016-07-27 with total page 230 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Author : Shireen Smith
Publisher : Practical Inspiration Publishing
ISBN 13 : 1788602684
Total Pages : 241 pages
Book Rating : 4.7/5 (886 download)
Download or read book Brand Tuned written by Shireen Smith and published by Practical Inspiration Publishing. This book was released on 2021-09-27 with total page 241 pages. Available in PDF, EPUB and Kindle. Book excerpt: A brand is more than a snazzy logo – but what else is there to consider when building a brand? Do you really need a brand for business success? And what has intellectual property got to do with anything? A strong, authentic brand is what makes your business stand out from the crowd – and what drives long term success. But the branding industry can be an overwhelming minefield, full of conflicting advice and multiple disciplines – so how do you navigate your way through the process? That’s where Brand Tuned comes in. With the step-by-step TUNED methodology, you will: • define your brand to drive the business forward and help it stand out • know what brand promise will attract your ideal client • pick a name that will put you “front of mind” • ensure that the design elements you choose are distinctive and ‘ownable’ • train your team to live the brand. Drawing from evidence-based research, interviews with experts, and years of experience supporting businesses, Brand Tuned is the first branding guide written by an intellectual property lawyer who specialises in trademarks and brands. By incorporating the principles of intellectual property law right from the start of the process, branding expert Shireen Smith will show you how to create and build the brand that is right for you and your business – while avoiding the potential pitfalls. Shireen Smith is an intellectual property lawyer specialising in trademarks and brands, with years of experience in marketing small businesses. Her TUNED framework is designed to guide you to create a brand that attracts sales for the long term.
Author : David A. Aaker
Publisher : Psychology Press
ISBN 13 : 1317759826
Total Pages : 406 pages
Book Rating : 4.3/5 (177 download)
Download or read book Brand Equity & Advertising written by David A. Aaker and published by Psychology Press. This book was released on 2013-10-31 with total page 406 pages. Available in PDF, EPUB and Kindle. Book excerpt: The tenth annual Advertising and Consumer Psychology Conference held in San Francisco focused on branding -- a subject generating intense interest both in academia and in the "real world." The principle theory behind these conferences is that much can be gained by joining advertising and marketing professionals with academic researchers in advertising. Professionals can gain insight into the new theories, measurement tools and empirical findings that are emerging, while academics are stimulated by the insights and experience that professionals describe and the research questions that they pose. This book consists of papers delivered by experts from academia and industry discussing issues regarding the role of advertising in the establishment and maintenance of brand equity -- making this volume of interest to advertising and marketing specialists, as well as consumer and social psychologists.
Author : Ross D. Petty
Publisher :
ISBN 13 : 9781634604772
Total Pages : 0 pages
Book Rating : 4.6/5 (47 download)
Download or read book Branding Law written by Ross D. Petty and published by . This book was released on 2016 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Softbound - New, softbound print book.
Author : John Philip Jones
Publisher : M.E. Sharpe
ISBN 13 : 9780765611123
Total Pages : 340 pages
Book Rating : 4.6/5 (111 download)
Download or read book What's in a Name? written by John Philip Jones and published by M.E. Sharpe. This book was released on 2003 with total page 340 pages. Available in PDF, EPUB and Kindle. Book excerpt: This text analyzes brands from the point of view of modern marketing theory. It deals in detail with the role of advertising in creating, building and maintaining strong brands - the lifeblood of any long-term marketing campaign. Recommendations for developing better advertising are included.
