Branding: The demands of the client, the needs of society and the effect of the law

被引：0

作者：

Richard Gallafent

机构：

[1] Gallafent & Co.,

来源：

Journal of Brand Management | 2006年 / 13卷 / 3期

关键词：

brand; valuation; equity; electronic; management; e-branding; e-tailing; management; international; Internet; marketing; measurement; personality; consumers; advertising; fast moving; consumer goods; FMCG; brand-building; strategy;

D O I：

10.1057/palgrave.bm.2540263

中图分类号：

学科分类号：

摘要：

This paper discusses branding from the UK perspective with respect to protection of trade marks. The considerations, however, largely apply equally throughout the European Union and other European countries. In addition, the principles discussed are almost certainly applicable with very little if any modification to branding activity throughout the commercial world.

引用

页码：201 / 205

页数：4

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