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Palgrave Macmillan

Branding

A Key Marketing Tool

  • Book
  • © 1992

Overview

Editors:
  1. John M. Murphy

    1. Interbrand Group, London, UK

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Table of contents (19 chapters)

  1. Front Matter

    Pages i-xii
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  2. What Is Branding?

    • John M. Murphy
    Pages 1-12

  3. History of Branding

    • Adrian Room
    Pages 13-21

  4. The Psychology of Names

    • Leslie Collins
    Pages 22-31

  5. The Legal Side of Branding

    • Clarke Graham, Mark Peroff
    Pages 32-50

  6. Making Your Brands Work Harder

    • Laurence Hefter
    Pages 51-58

  7. Commercial Counterfeiting

    • Vincent Carratu
    Pages 59-72

  8. Developing New Brands

    • Tom Blackett, Graham Denton
    Pages 73-85

  9. Developing New Brand Names

    • John M. Murphy
    Pages 86-97

  10. Creative Execution

    • Mervyn Kurlansky
    Pages 98-103

  11. The Opportunity for World Brands

    • Steve Winram
    Pages 104-115

  12. Branding — the Retailer’s Viewpoint

    • Terry Leahy
    Pages 116-124

  13. The Branding of Services

    • Russell Taylor
    Pages 125-129

  14. Branding in the Pharmaceutical Industry

    • Barbara Sudovar
    Pages 130-137

  15. Branding at Austin Rover

    • Terry Nolan
    Pages 138-147

  16. The Wide World of Branding

    • Terry Oliver
    Pages 148-155

  17. The Corporate Identity as the Brand

    • John Diefenbach
    Pages 156-164

  18. Organising for New Product Development

    • Robert Grayson
    Pages 165-175

  19. The Future of Branding

    • Klaus Morwind
    Pages 176-183

  20. Assessing the Value of Brands

    • John M. Murphy
    Pages 184-197
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Keywords

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.

Editors and Affiliations

  • Interbrand Group, London, UK

    John M. Murphy

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