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000021585 020__ $$a0333560760
000021585 020__ $$z9780333560761
000021585 020__ $$z9781349126286
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000021585 020__ $$z9781349126309
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000021585 035__ $$a(wipo)(CD )97-0936
000021585 035__ $$a(OCoLC)26312804
000021585 040__ $$aSzGeWIPO$$beng$$erda$$cSzGeWIPO$$dCaBNVSL
000021585 050_4 $$aHD69.B7$$bB73 1992
000021585 08204 $$a658.827$$220
000021585 084__ $$aK 332 MUR.B
000021585 090__ $$c23314$$d23314
000021585 24500 $$aBranding: a key marketing tool /$$cedited by John M. Murphy.
000021585 250__ $$aSecond edition.
000021585 264_1 $$aUnited Kingdom :$$bMacmillan,$$c1992.
000021585 300__ $$axii, 206 pages ;$$c[28] cm
000021585 336__ $$atext$$btxt$$2rdacontent
000021585 337__ $$aunmediated$$bn$$2rdamedia
000021585 338__ $$avolume$$bnc$$2rdacarrier
000021585 500__ $$aContents : 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;.
000021585 504__ $$aIncludes bibliographical references and index.
000021585 5050_ $$aWhat 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.
000021585 520__ $$aThe objective of this book is to bring branding into perspective in terms of its value, importance and its role in marketing. It also covers in some detail areas such as licensing, counterfeiting, line extension, the protection and care of brand names and the creation of new brand-names.
000021585 650_0 $$aBranding (Marketing)
000021585 650_0 $$aBusiness names.
000021585 650_0 $$aMarketing.
000021585 650_0 $$aTrademarks.
000021585 650_4 $$aMARKS : BRANDS
000021585 7001_ $$aMurphy, John M.,$$eeditor.
000021585 7102_ $$aMacmillan Publishers.
000021585 903__ $$v1
000021585 942__ $$cMON
000021585 952__ $$w2006-11-03$$p1997-0936$$r0.00$$u33462$$bMAIN$$10$$kK 332 MUR.B$$v1997-08-11$$ztagged$$71
000021585 980__ $$aBIB
000021585 999__ $$c23314$$d23314