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Place-Branding Experiences: Perspectives from Intellectual Property Owners, Users and Lawyers - Couverture rigide

 
9781035311064: Place-Branding Experiences: Perspectives from Intellectual Property Owners, Users and Lawyers
Couverture rigide
ISBN 10 : 1035311062 ISBN 13 : 9781035311064
Editeur : Edward Elgar Publishing Ltd, 2024

Synopsis

This thought-provoking book navigates the impact of place-brands in the consumer marketplace in light of the extended protection accorded to them under intellectual property laws. Interdisciplinary in scope, the book explores diverse national and international approaches to strategic branding through the lenses of law, marketing, history and sociology.



The book presents three place-brands as case studies: ‘Scotch Whisky’-branded whiskies, ‘Napa Valley’-branded wines, and ‘Coffee Kenya’ figurative mark branded coffees. Each of the selected case studies offers a different perspective due to their legislative history and the time at which the place-brand received legal recognition. Chapters include analyses from those working within the industries: traders who use place-brands, lawyers who protect them, marketers who promote them, consumers who rely on them to buy goods, and academics who study them.



Place-Branding Experiences is a valuable resource for traders, marketers, policy makers, and students, academics as well as practitioners of law and marketing in exploring the impact place-branding can have not only on the sectors of industries so branded, but also on the broader regional economies. It advances important lessons from the diverse realities of successful place-brands.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l'auteur

Edited by Catherine W. Ng, Titilayo Adebola and Abbe E.L. Brown, School of Law, University of Aberdeen, UK

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Edward Elgar Publishing Ltd
Date d'édition
2024
Langue
anglais
ISBN 10 
1035311062
ISBN 13 
9781035311064
Reliure
Relié
Nombre de pages
354
Éditeur
Ng Catherine W., Adebola Titilayo, Brown Abbe E.L.
Coordonnées du fabricant
non disponible
Personne responsable
Easy Access System Europe Oü, 16879218
gpsr.requests@easproject.com

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