This book provides a comprehensive legal background needed for effective brand marketing including trademark law and important other legal areas. It can work as a supplement or primary text for any class or seminar dealing with the legal aspects of branding. First and foremost, brand marketers must develop legally protectable brand identifiers or elements such as the brand name and packaging that can both identify and to some degree position the brand in the minds of consumers. While much of this book examines legal ...
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This book provides a comprehensive legal background needed for effective brand marketing including trademark law and important other legal areas. It can work as a supplement or primary text for any class or seminar dealing with the legal aspects of branding. First and foremost, brand marketers must develop legally protectable brand identifiers or elements such as the brand name and packaging that can both identify and to some degree position the brand in the minds of consumers. While much of this book examines legal issues associated with developing a new brand, the final chapter examines legal issues related to large successful brands.
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Seller's Description:
Used book in good and clean conditions. Pages and cover are intact. Limited notes marks and highlighting may be present. May show signs of normal shelf wear and bends on edges. Item may be missing CDs or access codes. May include library marks. Fast Shipping.