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Branding: a key marketing tool / edited by John M. Murphy.
1992
K 332 MUR.B
Available at WIPO Library
Items
Details
Title
Branding: a key marketing tool / edited by John M. Murphy.
Author
Murphy, John M., editor.
Edition
Second edition.
Description
xii, 206 pages ; [28] cm
ISBN
0333560760
9780333560761
9781349126286
1349126284
9781349126309
1349126306
9780333560761
9781349126286
1349126284
9781349126309
1349126306
Alternate Call Number
K 332 MUR.B
Summary
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.
Note
Contents : 1. MURPHY, John M. What is branding? 2. ROOM, Adrian. History of branding; 3. COLLINS, Leslie. The psychology of names; 4. GRAHAM, Clarke, PEROFF, Mark. The legal side of branding; 5. HEFTER, Laurence. Making your brands work harder; 6. CARRATU, Vincent. Commercial counterfeiting; 7. BLACKETT, Tom, DENTON, Graham. Developing new brands; 8. MURPHY M. John. Developing new brands names; 9. KURLANSKY, Mervyn. Creative execution; 10. WINRAM, Steve. The opportunity for world brands; 11. LEAHY, Terry. Branding : the retailer's viewpoint; 12. TAYLOR, Russell. The branding of services; 13. SUDOVAR, Barbara. Branding in the pharmaceutical industry; 14. NOLAN, Terry. Branding at Austin Rover; 15. OLIVER, Terry. The wide world of branding; 16. DIEFENBACH, John. The corporate identity as the brand; 17. GRAYSON, Robert. Organising for new product development; 18. MORWIND, Klaus. the future of branding; 19. MURPHY, John M. Assessing the value of brands;.
Bibliography, etc. Note
Includes bibliographical references and index.
Formatted Contents Note
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.
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.
Series
Published
United Kingdom : Macmillan, 1992.
Language
English
Record Appears in
all
Added Corporate Author
Macmillan Publishers.