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.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
Author information
Authors and Affiliations
Copyright information
© 1998 Tom Blackett
About this chapter
Cite this chapter
Blackett, T. (1998). The Future of Trademarks and Branding. In: Trademarks. Palgrave Macmillan, London. https://doi.org/10.1007/978-1-349-14719-9_7
Download citation
DOI: https://doi.org/10.1007/978-1-349-14719-9_7
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-14721-2
Online ISBN: 978-1-349-14719-9
eBook Packages: Palgrave Business & Management CollectionBusiness and Management (R0)