Brands are probably the most valuable assets of most of today's international companies. It is now recognised that branding is as important in the industrial and service sectors as it is in the packaged goods markets.;This book, looks at international brands from all perspectives, from the development of new brands to brand management, from trade mark protection to the role of advertising. Trade mark lawyers, designers and advertising agencies have all contributed to this topical and authoritative book.
About Susannah Hart (Editor) and John M. Murphy (Editor)
Susannah Hart is a director of Interbrand UK Limited with special responsibility for brand strategy and name development. She has advised a wide range of clients both in the UK and internationally. She is a regular speaker at conferences and joint editor of 'Naming' : an Interbrand publication. John Murphy, founder of the world-wide Interbrand brand consultancy practice, is one of the world's leading experts on the theory and practice of branding. He is author/editor of several textbooks and has handled major brand consultancy assignments for companies in the USA, UK, Continental Europe and Australasia. He is Visiting Professor of Marketing at the Open University Business School.
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