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Brand Protection Matters [6930]

  £195.00
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 vital. But what can be done? Brand Protection Matters informs the reader of the various legal means available to protect brands (including copyright, trade marks, patents, designs etc.) and provides practical advice on how different aspects of a brand can be protected. Starting with analysis of a brand, the book considers the subject of brand protection from both a marketing and a legal perspective. The author considers each aspect of a brand separately (that is, its shape, packaging, marketing, advertising etc) to provide a comprehensive overview of the position. The book concludes with an analysis of the shortcomings of the current legal regime and puts forward a proposal to fill the gaps.Contents: The anatomy of a brand. The legal framework. Protecting product appearance. Protecting product packaging. Brand stretching and merchandising. Advertising and promotion. Comparative advertising. A proposal for change.
Author:  Isaac, Belinda
Date Published:  13 July 2000
Document Type:  Books
Format:  Hardback
ISBN:  0421569301
ISBN13:  9780421569300
Pages:  368
Publisher:  Sweet & Maxwell Ltd
Quantity: