Brands: The New Wealth Creators

出版者:New York University Press

作者:Susannah Hart

页数:544

出版时间:March, 1998

价格:$50.00

装帧:Hardcover

isbn号码:9780814755990

具体描述

From new brand development to brand management, from trademark protection to the role of advertising and design, Brands offers a comprehensive survey of all aspects of branding. Assembling a wide range of "brand experts," this topical and authoritative collection looks, from a variety of perspectives, at the increasingly crucial role that brands have come to play in the international marketplace. How do legal systems recognize the value of brands to both consumers and producers? How has the concept of branded goods been extended successfully to embrace services and other less tangible "products"? How have some brands come to signify certain social or political ideals, and how do those ideals affect consumer loyalty? Brands thoroughly addresses these questions, demonstrating that brands are the most valuable assets of today's international companies.

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