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Trademarks And Brand Management
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Book Synopsis Trademarks, Brands, and Competitiveness by : Teresa da Silva Lopes
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.
Book Synopsis Trade Marks and Brands by : Lionel Bently
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.
Book Synopsis Trademark Valuation by : Gordon V. Smith
Download or read book Trademark Valuation written by Gordon V. Smith and published by John Wiley & Sons. This book was released on 2013-11-04 with total page 347 pages. Available in PDF, EPUB and Kindle. Book excerpt: A practical and useful resource for valuing trademarks The Second Edition of Trademark Valuation is a fresh presentation of basic valuation principles, together with important recent changes in worldwide financial reporting regulations and an update on the current worldwide legal conditions and litigation situation as they relate to trademarks. A new section discussing issues surrounding valuation of counterfeits and the economic effects of trademark counterfeiting is included in this informative Second Edition. Considers methods to determine the real value of your trademark and exploit its full potential Offers dozens of case studies that illustrate how to apply valuation methods and strategies to real-world situations Communicates complex legal and financial concepts, terms, principles, and practices in plain English Discusses GATT, NAFTA, emerging markets, and other international trademark considerations
Book Synopsis Trademark Valuation by : Gordon V. Smith
Download or read book Trademark Valuation written by Gordon V. Smith and published by John Wiley & Sons. This book was released on 2013-11-25 with total page 368 pages. Available in PDF, EPUB and Kindle. Book excerpt: A practical and useful resource for valuing trademarks The Second Edition of Trademark Valuation is a fresh presentation of basic valuation principles, together with important recent changes in worldwide financial reporting regulations and an update on the current worldwide legal conditions and litigation situation as they relate to trademarks. A new section discussing issues surrounding valuation of counterfeits and the economic effects of trademark counterfeiting is included in this informative Second Edition. Considers methods to determine the real value of your trademark and exploit its full potential Offers dozens of case studies that illustrate how to apply valuation methods and strategies to real-world situations Communicates complex legal and financial concepts, terms, principles, and practices in plain English Discusses GATT, NAFTA, emerging markets, and other international trademark considerations
Book Synopsis How Many Trademarks Does it Take to Protect a Brand? by : Mary Sullivan
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:
Book Synopsis The Brand and Its History by : Patricio Sáiz
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.
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.
Download or read book Branding Law written by Ross D. Petty and published by . This book was released on 2016 with total page 428 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book provides a comprehensive legal background needed for effective brand marketing including trademark law and important other legal areas.
Book Synopsis Strategic Brand Management by : Jean-Noël Kapferer
Download or read book Strategic Brand Management written by Jean-Noël Kapferer and published by Simon and Schuster. This book was released on 1994 with total page 360 pages. Available in PDF, EPUB and Kindle. Book excerpt: "The art of building sales is, to a large extent, the art of building brands. After reading Kapferer's book, you'll never again think of a brand as just a name. Several exciting new ideas and perspectives on brand building are offered that have been absent from our literature".--Philip Kotler".An invaluable reference for designers, marketing managers and brand managers alike".--Design magazine.
Book Synopsis Trademarks and Brand Management by :
Download or read book Trademarks and Brand Management written by and published by . This book was released on 1976 with total page 196 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Brand Management written by Tilde Heding and published by Routledge. This book was released on 2015-12-03 with total page 338 pages. Available in PDF, EPUB and Kindle. Book excerpt: For more than three decades it has been argued that the brand is an important value creator and should be a top management priority. However, the definition of what a brand is remains elusive. BRAND MANAGEMENT: RESEARCH, THEORY, AND PRACTICE fills a gap in the market, providing an understanding of different 'schools of thought' in brand management and offers deep insight into the opening question of the opening question of almost every brand management course: 'What is a brand?' This comprehensive second edition offers an exhaustive scientific analysis of various approaches to brand management developed over the past thirty years. It also delivers a thorough understanding of the strategic and managerial implications of different brand perspectives.
Book Synopsis Making a Mark: An Introduction to Trademarks for Small and Medium-Sized Enterprises by : World Intellectual Property Organization
Download or read book Making a Mark: An Introduction to Trademarks for Small and Medium-Sized Enterprises written by World Intellectual Property Organization and published by WIPO. This book was released on 2004-10-12 with total page 36 pages. Available in PDF, EPUB and Kindle. Book excerpt: This guide is the first in a series of guides on “Intellectual Property for Business.” It is devoted to trademarks, a central element in the marketing and branding strategy of any company. It seeks to explain trademarks from a business perspective.
Book Synopsis The Business of Trademarks by : Carol Chadirjian
Download or read book The Business of Trademarks written by Carol Chadirjian and published by Universal-Publishers. This book was released on 2018-03-15 with total page 174 pages. Available in PDF, EPUB and Kindle. Book excerpt: We come in contact with many trademarks each day on television, retail stores, Internet. The Business of Trademarks explains why trademarks are so important to businesses and how they identify the manufacturer and guarantee consistent quality to achieve brand loyalty. The Business of Trademarks is intended as a practical guide for those new to trademarks, including attorneys, paralegals and law students requiring a concise, comprehensive book on trademark prosecution to gain the skills and knowledge necessary to perform day-to-day trademark work diligently, confidently and with efficiency. Specific topics covered are: * Trademark searching for clearance * Forms to be filed with the Patent and Trademark Office * Famous trademarks and trade dress * Responding to office actions * Methods of enforcing trademarks * Trademarks in commercial transactions Business of Trademarks is unique from other publications because it explains trademark management from a hands-on approach, including administrative duties which few attorneys handle themselves.
Book Synopsis Identity-Based Brand Management by : Christoph Burmann
Download or read book Identity-Based Brand Management written by Christoph Burmann and published by Springer Nature. This book was released on 2023-03-13 with total page 322 pages. Available in PDF, EPUB and Kindle. Book excerpt: This textbook provides a comprehensive overview of identity-based brand management based on current research. The authors focus on the design of the brand identity, which covers the internal perspective of brand management, and the resulting external brand image perceived by consumers and other audiences. The book covers topics such as brand positioning, the design of the brand architecture and brand elements, the management of brand touchpoints and the customer journey, as well as multi-sensory brand management and brand management in a digital environment. Further topics covered are international brand management, brand management in the retail sector, in social media and on digital brand platforms (electronic marketplaces). Numerous practical examples illustrate the applicability of the concept of identity-based brand management. The authors show that the concept of identity-based brand management is a valuable management model to make brands successful. In the 2nd edition, all chapters were fundamentally revised and up-to-date practical examples as well as latest research findings were added. Additional material is available via an app: Download the Springer Nature Flashcards App and use exclusive content to test your knowledge.
Book Synopsis Strategic Brand Management by : Kevin Lane Keller
Download or read book Strategic Brand Management written by Kevin Lane Keller and published by . This book was released on 1998 with total page 796 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume provides a comprehensive, up-to-date treatment of the subject of brands, brand equity and strategic brand management. It provides insights into how profitable brand strategies can be created by building, measuring and managing brand equity.
Book Synopsis Marketing Management: Text and Cases Indian Context by : Tapan K. Panda
Download or read book Marketing Management: Text and Cases Indian Context written by Tapan K. Panda and published by Excel Books India. This book was released on 2009 with total page 780 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Trademarks and Brands in Merger Control by : Damiano Canapa
Download or read book Trademarks and Brands in Merger Control written by Damiano Canapa and published by Kluwer Law International B.V.. This book was released on 2016-06-23 with total page 402 pages. Available in PDF, EPUB and Kindle. Book excerpt: The role of intellectual property rights in merger control procedures has not received the attention it warrants. Most research has focused on the assessment of intellectual property rights in anticompetitive conducts rather than on how a firm can monopolise a market by accumulating such assets. This is despite the fact that access to such assets, whether used or unused, is often a key factor, if not the only one, motivating mergers. This book, the first to address trademarks and brands from the perspective of merger control procedure, studies the legal issues of the topic. It provides a comprehensive response to the question of how European and Swiss competition authorities should consider trademarks and brands when assessing a merger. The author's thorough and critical approach addresses topics such as: - the in-depth assessment of the legal and economic foundations of both trademarks and brands, and merger control; - why trademarks and brands may be relevant to the assessment of mergers, including the distinction between trademarks and brands, the origin of the brands' strength according to marketing sciences, and how and why brands may provide market power to their holder; - the conditions under which the assignment or licence of a trademark may qualify as a concentration under the definition of the European Union Merger Regulation or of the Swiss Cartel Act; - the role played by trademarks and brands in the substantive assessment of a merger, including the definition of the relevant markets, different types of mergers, and the invocation of the failing firm defence; - the provision of detailed guidelines describing the possible influence of trademarks and brands on the outcome of the merger assessment; and - the importance of trademarks and brands in the design and assessment of remedies. At every stage of the study, special attention is given to the decisions of both the European Commission and the Swiss Competition Commission. As the first detailed analysis of the role of trademarks and brands in the assessment of mergers, this book constitutes a deep and illuminating answer to the uncertainties regarding the outcomes of the assessment of mergers that derive from the 'more economic approach' prevailing in European Union Law. It cannot fail but capture the interest of practitioners, businesspeople and academics whose work involves competition and intellectual property.
