عنوان

Branding:

0333560760

1349126284

1349126306

9780333560761

9781349126286

9781349126309

b384563

Branding:

[Book]

a key marketing tool

edited by John M. Murphy.

2nd edition

United Kingdom ; Macmillan,

1992.

(xii, 206 pages).

What is branding / John M. Murphy -- History of branding / Adrian Room -- The psychology of names / Leslie Collins -- The legal side of branding / Clarke Graham, Mark Peroff -- Making your brands work harder / Laurence Hefter -- Commercial counterfeiting / Vincent Carratu -- Developing new brands / Tom Blackett, Graham Denton -- Developing new brand names / John M. Murphy -- Creative execution / Mervyn Kurlansky -- The opportunity for world brands Steve Winram -- Branding : the retailers viewpoint / Terry Leahy -- The branding of services / Russell Taylor -- Branding in the pharmaceutical industry / Barbara Sudovar -- Branding at Austin Rover / Terry Nolan -- The wide world obranding / Terry Oliver -- The corporate identity as the brand / John Diefenbach -- Organising for new product development / Robert Grayson -- The future of branding / Klaus Morwind -- Assessing the value of brands / John M. Murphy.

The objective of this book is to bring branding into perspective in terms of its value, importance and its role in marketing. It also covers in some detail areas such as licensing, counterfeiting, line extension, the protection and care of brand names and the creation of new brand-names.

John M Murphy

[Book]

Y