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Trademarks. : Their creation, psychology and perception. / [By] Casper J. Werkman.
1974
K 111 WER.T
Available at WIPO Library
Items
Details
Title
Trademarks. : Their creation, psychology and perception. / [By] Casper J. Werkman.
Author
Description
xvi, 498 pages with illustrations ; 23 cm
ISBN
906054689X
0582440084
9780582440081
9789060546895
0064975541
9780064975544
0906054689
0582440084
9780582440081
9789060546895
0064975541
9780064975544
0906054689
Alternate Call Number
K 111 WER.T
Note
Price : Sfr; Supplier : the author;.
Bibliography, etc. Note
Includes bibliographical references (pages 481-484) and index.
Formatted Contents Note
Foreword by G H C BODENHAUSEN; ... I Trademarks at present : 1. Trademarks in general : - What trademarks are; - What trademarks do; - The current problem; 2. Product information : - Introduction; - Aspects of the product; - Linguistic and cultural aspects; ... 3. The use of trademarks in advertising : - Introduction; - The use of trademarks in newspapers and magazines; - Advertisements painted on walls and posters; - Trademarks on trucks; - Trademarks on aircraft; - The use of the trademark at the point of sale; 4. Perception and interpretation of trademarks : - Perception and interpretation; - Constituent elements of consumer fixation; 5. Summary of Part I; II International differences : an analysis of trademarks in depth 6. Trademarks as cultural phenomena : - The influence of cultural trends on trademark design; - Word and letter trademarks; - Device-marks; - The analysis; 7. Trademark analysis and trademark profile : France : - Introductory remarks; - Motifs in trademarks typical of France; - Analysis of trademarks for brassieres; - Analysis of trademarks for perfumes; - Analysis of trademarks for automobiles; - Analysis of trademarks for cigarettes; - Analysis of French device-marks; 8. Trademark analysis and trademark profile : The Federal Republic of Germany : - Introductory remarks; - Motifs in trademarks typical of Germany; - Analysis of trademarks for brassieres; - Analysis of trademarks for perfumes; - Analysis of trademarks for automobiles; - Analysis of trademarks for cigarettes; - Analysis of German device-marks; 9. Trademark analysis and profile : The United Kingdom : - Introductory remarks; - Motifs in trademarks typical of the United Kingdom; - Analysis of trademarks for bassieres; - Analysis of trademarks for perfumes; - Analysis of trademarks for automobiles; - Analysis of trademarks for cigarettes; - Analysis of British device-marks; 10. Trademark analysis and profile : The United States of America - Introductory remarks; - Typical American features; - Analysis of trademarks for brassieres; - Analysis of trademarks for perfumes; - Analysis of trademarks for automobiles; - Analysis of trademarks for cigarettes; - Analysis of American device-marks; 11. Conclusions from the analysis carried out in Chapters 6-10 : - Introduction; - Results of the analysis of word-marks; III Horizontal analysis of trademarks : 12. Motifs used in trademarks : - Introduction; - The sun; - The eye; - The female figure; - Stars; - Crowns; - Hands; - Horses; - Conclusion; IV The future : 13. Rejuvenation of trademarks; 14. The creation of trademarks : - Systematic approach; - Should trademarks convey a message? - Structural analysis; - Legal protection; ...
Series
Published
Amsterdam, : De Bussy, 1974.
Language
English
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