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020			_a1403930120
040			_aMAIN
041			_aEnglish
082			_a346.0488 _bRYD/TRA
100			_aRyder, Rodney D.
245			_aTrademarks advertising and brand protection : _ba manual for organisations and individuals managing intellectual property _cby Rodney D. Ryder.
260			_aNew Delhi : _bMcMillan, _c2006.
300			_a392 p.
500			_aTable 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
650			_aTrademarks--Law and Legislation.
942			_cBK
999			_c2518 _d2518