Trademarks, Advertising and Brand Protection

Trademarks, Advertising and Brand Protection

Subject: Professional Reference, Management, General Management, Marketing and Sales
399.00 INR

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Other Details

ISBN 9781403930125
Binding Paperback
Imprints Macmillan Publishers India
Edition 1
Language English

About the Book

Brands have become the single most important asset of many business organisations today. The need to protect them from unauthorised copying, imitation and unfair competition is therefore all the more necessary. But what can be done? Trademarks, Advertising and Brand Protection informs the reader of the various legal measures available to protect brands, including copyright, trademarks, patents, designs, etc., and offers practical advice on how different aspects of a brand can be protected. Starting with an analysis of a brand in management literature, the book moves on to discuss and analyse brand protection from both marketing and legal perspectives. The book considers each aspect of a brand, that is, its shape, packaging, marketing, advertising, etc., to provide a comprehensive overview of the subject. The text examines in detail the issue of brand protection on the Internet and outlines brand valuation issues.The book concludes with an analysis of the shortcomings of the current legal regime and puts forward a proposal to fill in the gaps.

Table of Contents

  • Preface · Acknowledgements · Table of Cases · Table of Statutes · The Structure of a Brand · The Legal Framework · Patents, Designs, Copyright and Trademarks · How to Protect Trademarks · Trademark Management · Managing and Exploiting Brands · Case History: The ‘Transax’ Story · The Future of Trademarks and Branding · Digital Brand Management: Managing a Brand Portfolio in the New Media · Advertising and Promotion · Comparative Advertising · The Evolution of Marketing and Brand Management · Brand Valuation and Licensing · A Checklist for Industry ‘The Battle of the Forms’ · Brands, Marketing and the Law: Towards a Future · Bibliography · Index