Trademarks, brands, and competitiveness
| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
New York :
Routledge ,
2010
|
| Series: | Routledge international studies in business history
19 |
| Subjects: |
Table of Contents:
- 1. Reading registrations: an overview of 100 years of trademark registrations in France, the United Kingdom and the United States
- 2. Export performance and reputation
- 3. Trademarks and performance in UK firms
- 4. Cobranding product and nation: Danish modern furniture and Denmark in the United States, 1940-1970
- 5. Trademarks and infringement in Britain, c.1875-c.1900
- 6. Trademarks, brands and competition
- 7. Brand in chains
- 8. Turning trademarks into brands: advertising agencies practiced and conceptualized branding, 1890-1930
- 9. Corporate brand building shell-Mex Ltd, in the interwar period
- 10. Unilever's (other) brand wars: retailer, private labels and struggles for supremacy within product supply chains