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.