Brands

Edited by Susannah Hart and John Murphy

in Palgrave Macmillan Books from Palgrave Macmillan

Date: 1998
ISBN: 978-1-349-26070-6
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Chapters in this book:

Ch Chapter 1 What Is Branding?

John Murphy

Ch Chapter 10 Brands as Financial Assets

Alex Batchelor

Ch Chapter 11 Brand Licensing

Raymond Perrier

Ch Chapter 12 Brand Franchising

Andrew Taylor

Ch Chapter 13 International Branding

William G. Tragos

Ch Chapter 14 Branding in the European Union

John Murray

Ch Chapter 15 Managing Retail Brands

Michael Jary and Andrew Wileman

Ch Chapter 16 Commodity Branding

Joe Pope, David Cullwick and Jo Kennelly

Ch Chapter 17 Branding in the Pharmaceutical Industry

Andy Milligan

Ch Chapter 18 Brand Revitalisation and Extension

David Andrew

Ch Chapter 19 Managing the Brand

Andrew Seth

Ch Chapter 2 History of Branding

Adrian Room

Ch Chapter 20 The Future for Brands

Susannah Hart

Ch Chapter 3 New Brand Development

Pamela Robertson

Ch Chapter 4 Developing New Brand Names

Susannah Hart

Ch Chapter 5 Brand Packaging

Chris Lightfoot and Richard Gerstman

Ch Chapter 6 Researching Brands

Katriona Campbell

Ch Chapter 7 Branding the Corporation

Simon Mottram

Ch Chapter 8 Brands as Intellectual Property

Janet Fogg

Ch Chapter 9 Commercial Counterfeiting

Vincent Carratu

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Persistent link: https://EconPapers.repec.org/RePEc:pal:palbok:978-1-349-26070-6

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DOI: 10.1007/978-1-349-26070-6

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