Brands: The New Wealth Creators - Couverture rigide

Couverture rigide

ISBN 10 : 0814755992 ISBN 13 : 9780814755990

Editeur : New York University Press, 1997

Synopsis

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.

A propos du livre

À propos des auteurs

Susannah Hart is Director of Interbrand, with special responsibility for brand strategy and name development. She has advised a wide range of clients in the U.S., U.K., and internationally.

John Murphy is the founder of the worldwide Interbrand brand consultancy organization and is one of the world's leading experts on the theory and practice of branding. He has handled major brand consultancy assignments for companies in the U.S., U.K., Europe, and Australia.

Détails de l'édition

• Éditeur: New York University Press
• Date d'édition: 1997
• Langue: anglais
• ISBN 10: 0814755992
• ISBN 13: 9780814755990
• Reliure: Relié
• Nombre de pages: 544
• Éditeur: Hart Susannah, Murphy John
• Coordonnées du fabricant: non disponible
• Personne responsable: gpsr@libri.de; gpsr@libri.de; ; Europaallee 1; Bad Hersfeld; 36244; Allemagne