Brands are among the most valuable assets of most of today's
corporations. Brand names are the lingua franca of commerce.
Branding is all about brands in both the packaged goods and the
services industries - how to develop them, how to protect them, how
to use them effectively. It combines the practical experience of
marketing executives, trade mark lawyers, designers, advertising
agents and others. It provides an international perspective on
branding and is the first, authoritative book written on this
increasingly important subject.
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