Branding: A Key Marketing Tool

  • John M. Murphy

Table of contents

  1. Front Matter
    Pages i-xii
  2. John M. Murphy
    Pages 1-12
  3. Adrian Room
    Pages 13-21
  4. Leslie Collins
    Pages 22-31
  5. Clarke Graham, Mark Peroff
    Pages 32-50
  6. Laurence Hefter
    Pages 51-58
  7. Vincent Carratu
    Pages 59-72
  8. Tom Blackett, Graham Denton
    Pages 73-85
  9. John M. Murphy
    Pages 86-97
  10. Mervyn Kurlansky
    Pages 98-103
  11. Steve Winram
    Pages 104-115
  12. Terry Leahy
    Pages 116-124
  13. Russell Taylor
    Pages 125-129
  14. Barbara Sudovar
    Pages 130-137
  15. Terry Nolan
    Pages 138-147
  16. Terry Oliver
    Pages 148-155
  17. John Diefenbach
    Pages 156-164
  18. Robert Grayson
    Pages 165-175
  19. Klaus Morwind
    Pages 176-183
  20. John M. Murphy
    Pages 184-197
  21. Back Matter
    Pages 198-206

About this book


Brands are among the most valuable assets of most of today's corporations. Brand names are the lingua franca of commerce. Branding is all about brands in both the packaged goods and the services industries - how to develop them, how to protect them, how to use them effectively. It combines the practical experience of marketing executives, trade mark lawyers, designers, advertising agents and others. It provides an international perspective on branding and is the first, authoritative book written on this increasingly important subject.


brand branding corporate identity marketing pharmaceutical industry product development

Editors and affiliations

  • John M. Murphy
    • 1
  1. 1.Interbrand GroupLondonUK

Bibliographic information

Industry Sectors
Chemical Manufacturing
Finance, Business & Banking
Consumer Packaged Goods
Oil, Gas & Geosciences