BRANDS - THE NEW WEALTH CREATORS (HARDCOVER, NEW) IN SOUTH AFRICA

This item is sold brand new. It is ordered on demand from our supplier and is usually dispatched within 7 - 15 working days From new brand development to brand management, from trademark protection to the role of advertising and design, Brands offers a comprehensive survey of all aspects of branding. Assembling a wide range of "brand experts," this topical and authoritative collection looks, from a variety of perspectives, at the increasingly crucial role that brands have come to play in the international marketplace. How do legal systems recognize the value of brands to both consumers and producers? How has the concept of branded goods been extended successfully to embrace services and other less tangible "products"? How have some brands come to signify certain social or political ideals, and how do those ideals affect consumer loyalty? Brands thoroughly addresses these questions, demonstrating that brands are the most valuable assets of today's international companies. Features Summary Surveys all aspects of branding, from new brand development to brand management, from trademark protection to the role of advertising and design. Looking at the increasingly crucial role that brands have come to play in the international marketplace... Author Susannah Hart (Editor), John Murphy (Editor) Publisher New York University Press Release date 19971201 Pages 544 ISBN 0-8147-5599-2 ISBN 13 978-0-8147-5599-0