Trademarks advertising and brand protection :
Ryder, Rodney D.
Trademarks advertising and brand protection : a manual for organisations and individuals managing intellectual property by Rodney D. Ryder. - New Delhi : McMillan, 2006. - 392 p.
Table of Contents:
Chapter 1. The Structure of a Brand
Chapter 2. The Legal Framework
Chapter 3. Patents, Designs, Copyright and Trademarks
Chapter 4. How to Protect Trademarks
Chapter 5. Trademark Management
Chapter 6. Managing and Exploiting Brands
Chapter 7. Case History: The 'Transax' Story
Chapter 8. The Future of Trademarks and Branding
Chapter 9. Digital Brand Management: Managing a Brand Portfolio in the New Media
Chapter 10. Advertising and Promotion
Chapter 11. Comparative Advertising
Chapter 12. The Evolution of Marketing and Brand Management
Chapter 13. Brand Valuation and Licensing
Chapter 14. A Checklist for Industry 'The Battle of the Forms'
Chapter 15. Brands, Marketing and the Law: Towards a Future
Bibliography
Index
1403930120
Trademarks--Law and Legislation.
346.0488 / RYD/TRA
Trademarks advertising and brand protection : a manual for organisations and individuals managing intellectual property by Rodney D. Ryder. - New Delhi : McMillan, 2006. - 392 p.
Table of Contents:
Chapter 1. The Structure of a Brand
Chapter 2. The Legal Framework
Chapter 3. Patents, Designs, Copyright and Trademarks
Chapter 4. How to Protect Trademarks
Chapter 5. Trademark Management
Chapter 6. Managing and Exploiting Brands
Chapter 7. Case History: The 'Transax' Story
Chapter 8. The Future of Trademarks and Branding
Chapter 9. Digital Brand Management: Managing a Brand Portfolio in the New Media
Chapter 10. Advertising and Promotion
Chapter 11. Comparative Advertising
Chapter 12. The Evolution of Marketing and Brand Management
Chapter 13. Brand Valuation and Licensing
Chapter 14. A Checklist for Industry 'The Battle of the Forms'
Chapter 15. Brands, Marketing and the Law: Towards a Future
Bibliography
Index
1403930120
Trademarks--Law and Legislation.
346.0488 / RYD/TRA