Branding

A Key Marketing Tool

By: John M. Murphy (Editor)

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Hardcover | 11 November 1992 | Edition Number 2

At a Glance

Hardcover
232 Pages

Edition Type
Revised

Dimensions(cm)
23.39 x 15.6 x 1.42

Hardcover

$249.75

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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.

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