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Brand strategy / John Murphy.
1990
K 332 MUR.BRA
Available at WIPO Library
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Items
Details
Title
Brand strategy / John Murphy.
Author
Edition
First edition.
Description
xii, 186 pages ; [28] cm
ISBN
1870555309
9781870555302
9781870555302
Alternate Call Number
K 332 MUR.BRA
Note
Gift; Recd 07/97; Director Books an imprint of Fitzwillliam Publishing Limited Simon and Schuster International Group Fitzwilliam House, 32 Trumpington Street Cambridge CB3 1QY United Kingdom Contents : 1. What is a brand? 2. The significance of branding; 3. How to brand new products; 4. Branding services; 5. The use of the corporate brand; 6. Branding industrial products; 7. Own label; 8. Developing new brand names; 9. Developing logos and packaging; 10. Developing corporate identities; 11. Managing brands; 12. Brand extension; 13. International branding; 14. The legal side of brands; 15. Licensing and franchising; 16. Valuing brands; 17. The future of branding;.
Published in association with the Institute of Directors.
Published in association with the Institute of Directors.
Series
Published
Cambridge : Director Books, 1990.
Language
Swiss german
Record Appears in
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