Brands: The New Wealth Creators
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Brands: The New Wealth Creators
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Amazon Business : For business-only pricing, quantity discounts and FREE Shipping. Register a free business account Hardcover: 544 pages Publisher: NYU Press; 1st US - 1st Printing edition (December 1, 1997) Language: English ISBN-10: 0814755992 ISBN-13: 978-0814755990 Product Dimensions: 6 x 0.7 x 9 inches Shipping Weight: 1.2 pounds (View shipping rates and policies)
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Book Description
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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