Trademarks, Brands, and Competitiveness |
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| Editor:
| da Silva Lopes, Teresa
Duguid, Paul |
| Series title: | Routledge International Studies in Business History Ser. |
| ISBN: | 978-0-203-86198-1 |
| Publication Date: | May 2010 |
| Publisher: | Taylor & Francis Group
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| Imprint: | Routledge |
| Book Format: | Digital (delivered electronically) |
| List Price: | USD $49.95 |
Book Description:
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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...
More Description
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.