The Future of Trademarks and Branding

Tom Blackett
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Tom Blackett: Interbrand Group Ltd

Chapter Chapter 7 in Trademarks, 1998, pp 102-111 from Palgrave Macmillan

Abstract: Abstract The major developments in trademarks and branding over the last 100 years have been the increased emphasis upon the intangible components of a brand’s personality, the extension of the branding concept to services and not just products, and the increased protection at law afforded to brand owners. In addition, it has been increasingly recognized that a corporation can be every bit as much a ‘brand’ as a product or service while, at the same time, branding principles originally developed by major businesses in the USA and Europe have been adopted on a global basis.

Keywords: Private Label; Brand Personality; Brand Extension; Brand Management; International Brand (search for similar items in EconPapers)
Date: 1998
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DOI: 10.1007/978-1-349-14719-9_7

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