Trademarks, Brands, and Competitiveness by Teresa Da Silva LopesTrademarks, Brands, and Competitiveness by Teresa Da Silva Lopes

Trademarks, Brands, and Competitiveness

EditorTeresa Da Silva Lopes, Paul Duguid

Hardcover | May 3, 2010

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This book examines trademarks and brands, and their historical role in national competitive and comparative advantage and in overall economic growth. The contributors provide an historical account of the contribution of brands in consumer goods to economic growth; examine the development of trademark law, its influence on brand strategy, and reciprocally the influence of strategy on the law; and look at the building and repositioning of individual brands as example of the interplay of law and strategy.

Brands and trademarks are usually discussed from the perspective of marketing. This book draws together scholars and practitioners not only from marketing, but also from business history, law, economics, and economic history to provide a richer understanding of trade marks and competitiveness than has hitherto been available.

Paul Duguidis Adjunct Professor in the School of Information at the University of California, Berkeley and Research Professor in the School of Business and Management at Queen Mary, University of London. He is interested in issues of quality, particularly in the "information age", and this has led him to investigate methods of warranti...
Title:Trademarks, Brands, and CompetitivenessFormat:HardcoverDimensions:270 pages, 9.02 × 5.98 × 0.98 inPublished:May 3, 2010Publisher:Taylor and FrancisLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0415776937

ISBN - 13:9780415776936


Table of Contents

List of Tables.  List of Figures.  PrefaceJack Keenan, CEO of Gran Cru Consulting, former CEO of Diageo.  IntroductionPaul DuguidandTeresa da Silva Lopes Part 1: Trademarks and National Competitiveness 1. Reading Registrations: An Overview of 100 Years of Trade Mark Registrations in France, the United Kingdom and the United StatesPaul Duguid, Teresa da Silva Lopes and John Mercer 2. Export Performance and ReputationMark Casson and Nigel Wadeson 3. Trade Marks and Performance in UK FirmsChristian Helmers and Mark Rogers 4. Co-Branding Product and Nation: Danish Modern Furniture and Denmark in the United States, 1940-1970 Per Hansen Part 2: Trademarks and the Law 5. Trade Marks and Infringement in Britain, c. 1875- c.1900David Higgins 6. Trademarks, Brands and CompetitionJennifer Davis and Spyros Maniatis  Part 3: Building Brands 7. Brands in ChainsPaul Duguid 8. Turning Trade Marks into Brands: How Advertising Agencies Practiced and Conceptualised Branding, 1890-1930Stefan Schwarzkopf 9. Corporate Brand Building: Shell-Mex Ltd in the Interwar PeriodMichael Heller 10. Unilever's (Other) Brand Wars: Retailers, Private Labels and Struggles for Supremacy Within Product Supply ChainsPeter Miskell.Contributors.  References.  Index