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From Marking Products to Marketing Brands
- A Legal Perspective on the History of Brand Marketing
Engelsk
Bogcover for From Marking Products to Marketing Brands af Ross D. Petty, 9783031767777
Specifikationer
Sprog:
Engelsk
Sider:
174
ISBN-13:
9783031767777
Indbinding:
Hardback
ISBN-10:
3031767772
Kategori:
Udg. Dato:
14 jan 2025
Størrelse i cm:
21,0 x 14,8
Oplagsdato:
14 jan 2025
Forfatter(e):

From Marking Products to Marketing Brands

- A Legal Perspective on the History of Brand Marketing
Engelsk
Hardback 2025
Format:

Bog beskrivelse

This book examines the historical evolution from marking or branding products for ownership purposes to branding products in order to promote the brand itself. In the extreme, some modern brands so strongly promote their brand image or personality that there is little emphasis on promoting the branded products themselves.  Central to this evolution is the development and protection of brand identifiers, such as names, logos, and more, as well as the development of registration and conflict-resolution systems to resolve disputes regarding brand identifier similarities. 

The author meticulously navigates the historical evolution of brand marketing, elucidating the manner in which this practice has evolved over time. To get a sense of how much brand marketing has grown, he examines advertising expenditures, the scholarly and professional literature, a few case studies, and the growing number of  brand identifier registrations and disputes.  He examines several legal areas including trademarks, unfair competition, copyrights, design patents and even antitrust law.  In modern times, the legal system not only enables brand marketing but sets limits on it as well.  The book concludes by examining some modern developments that are testing the limits. 

Catering to researchers vested in the realms of advertising and marketing history as well as law, this landmark text provides a thorough survey of brand marketing and its regulatory landscape.

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Specifikationer
Sprog:
Engelsk
Sider:
174
ISBN-13:
9783031767777
Indbinding:
Hardback
ISBN-10:
3031767772
Kategori:
Udg. Dato:
14 jan 2025
Størrelse i cm:
21,0 x 14,8
Oplagsdato:
14 jan 2025
Forfatter(e):
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