@article{21585,
      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;.},
      author = {Murphy, John M.,},
      url = {http://tind.wipo.int/record/21585},
      title = {Branding: a key marketing tool /},
      abstract = {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.},
      recid = {21585},
      pages = {xii, 206 pages ;},
}