Brands : the new wealth creators / by Susannah Hart [editor]
Contributor(s): Hart, Susannah
| Murphy, John MPublisher: Basingstoke : Macmillan, 1997Description: 256p.; 24 cm001: 11186ISBN: 0333659090Subject(s): Trademarks | Branding | Intellectual property | Package design | Product developmentDDC classification: 658.82 HAR
| Item type | Current library | Collection | Call number | Copy number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|---|---|
| Book | MAIN LIBRARY Book | 658.82 HAR (Browse shelf(Opens below)) | 1 | Available | 088631 |
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Enhanced descriptions from Syndetics:
Branding is currently one of the most exciting subjects around; business people everywhere are waking up to the fact that brands are a huge source of value. But it is only by understanding the real value that brands bring to consumers that brand owners and manufacturers can truly learn to exploit that value. Brands no longer operate only in the traditional packaged goods markets; the techniques of good branding are just as vital in the business-to-business and utilities sectors, and are increasingly being applied even in non-commercial areas, from charities to football clubs. This comprehensive and authoritative book looks at branding from a wide range of perspectives: from the creation of a new brand, through the development of brand names and packaging designs, to advertising international brands. It explores the hot topics of brand valuation and brand licensing, as well as studying the increasingly important role of the corporate brand. This book is a must for anyone with an interest in brands.
Includes index
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