The Future of Trademarks and Branding

Tom Blackett
Additional contact information
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
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-349-14719-9_7

Ordering information: This item can be ordered from
http://www.palgrave.com/9781349147199

DOI: 10.1007/978-1-349-14719-9_7

Access Statistics for this chapter

More chapters in Palgrave Macmillan Books from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().