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Branding Law: A Guide to the Legal Issues in Brand Management
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TextPublication details: USA: West Academic, 2016.Description: xvi, 509pISBN: - 978-1-63460-477-2
- PART 1. THE FOUNDATIONS OF BRAND PROTECTION- TRADEMARK LAW AND BEYOND Chapter 1. A History of Brand Marketing from the Legal Perspective Chapter 2. Trademark Protection Chapter 3. Verbal Brand Identifiers- Names and Logos Chapter 4. Sensory Brand Identifiers: Symbols, Characters, Product Design and Color, Non-Visual Brand Identifiers Chapter 5. Protecting Your Brand from Imitation-A Legal Portfolio Approach Chapter 6. Domain Names and Product Category Names Chapter 7. Slogans-Brand Promotors and Possible Brand Identifiers
- PART 2. PROMOTING THE BRAND Chapter 8. Avoiding Deceptive Advertising When Promoting Brand Attributes and Performance Chapter 9. Cajolery- The First of the 3 Cs of Attracting Brand Interest Chapter 10. the 3 Cs of Attracting Brand Interest: Compensation Chapter 11. Connection (and Masked Marketing) Chapter 12. Connection: Secondary Brand Associations and Endorsements Chapter 13. Connection: Using Celebrities to Connect with Consumers
- PART 3. JUDO BRAND DIVERSION - THE LEGAL ISSUES OF USING ANOTHER'S BRAND TO YOUR ADVANTAGE Chapter 14. Introduction to Judo Brand Diversion and Neutralization Tactics Chapter 15. Judo Brand Diversion Comparison Tactics
- PART 4. BIG BRANDS BEWARE
- 658.5 PET
| Item type | Current library | Call number | Status | Date due | Barcode |
|---|---|---|---|---|---|
Books
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IUCIPRS General Stacks | 658.5 PET (Browse shelf(Opens below)) | Available | IPR4124 |
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