Trademarks, brands, and competitiveness
by Duguid, Paul Lopes, Teresa da Silva
'Trade Marks, Brands and Competitiveness' brings together scholars from a variety of disciplines to provide a critical account of the contribution of branding to economic growth, the relationship between trademark law and brand strategy, and the building and repositioning of individual brands as case studies in the effects of competition.
Read More ↓Title Statements
- Full title :Trademarks, brands, and competitiveness / edited by Teresa da Silva Lopes and Paul Duguid.
Summary
'Trade Marks, Brands and Competitiveness' brings together scholars from a variety of disciplines to provide a critical account of the contribution of branding to economic growth, the relationship between trademark law and brand strategy, and the building and repositioning of individual brands as case studies in the effects of competition.
Read More ↓Edition Statements
- Publication Date:2010.
Publication Statements
- Publisher(s):Routledge
- Place of Publication:New York
- Language:eng
- Publication Date:2010.
The Physical Object
- Description:xv, 248 pages : : illustrations ; : 24 cm.
Edition Identifiers
- ISBN:9780415635738, 041563573X, 9780415776936, 0415776937
- oclc:ocn424454777
- LC Classification:HD69.B7
- Dewey Decimal:658.8/27
Table of Contents
Part I : Trademarks and national competitiveness. Reading registrations : an overview of 100 years of trademark registrations in France, the United Kingdom, and the United States / Paul Duguid, Teresa Da Silva Lopes, and John Mercer -- Export performance and reputation / Mark Casson and Nigel Wadeson -- Trademarks and performance in UK firms / Christian Helmers and Mark Rogers -- Cobranding product and nation : Danish modern furniture and Denmark in the United States, 1940-1970 / Per H. Hansen -- -- Part II : Trademarks and the law. Trademarks and infringement in Britain, c.1875-c.1900 / David M. Higgins -- Trademarks, brands, and competition / Jennifer Davis and Spyros Maniatis -- -- Part III : Building brands. Brands in chains / Paul Duguid -- Turning trademarks into brands : how advertising agencies practiced and conceptualized branding, 1890-1930 / Stefan Schwarzkopf -- Corporate brand building : Shell-Mex Ltd. in the inter war period / Michael Heller -- Unilever's (other) brand wars : retailers, private labels, and struggles for supremacy within product supply chains / Peter Miskell.
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