Titlebook: Brands; The New Wealth Creat Susannah Hart (Director),John Murphy Book 1998 Palgrave Macmillan, a division of Macmillan Publishers Limited

indifferent

Researching Brands,Research has a vital role to play in the life of a brand, both at the initiation phase when the brand is brought to life and in the ongoing process that is involved in successfully maintaining a strong and relevant brand.

Amenable

Branding the Corporation,The key challenge for companies at the end of the twentieth century will be realising the potential of their corporate brands. In today’s markets, companies increasingly compete on the basis of intangible factors and the reputation of the corporation itself is often the most valuable and most misunderstood intangible of all.

Blood-Clot

Commercial Counterfeiting,The nefarious but lucrative business of pirating or counterfeiting genuine trade mark goods has flourished too long unchecked to the incalculable injury of every consumer, of every honest merchant, manufacturer and trader, and has extensively multiplied costly and tedious litigation.

新鲜

Brand Licensing,As we have seen from the previous chapter, regardless of the accounting debate about balance sheets, the fact remains that the amount being paid to acquire branded-goods companies such as Rowntree MacIntosh, Pillsbury, Bond Brewing and Nabisco has focused attention on the value of brands and their importance in the net worth of businesses.

Feckless

遗忘

inhumane

地名表

International Branding,d marketers face a vast frontier of international branding opportunities. Any company that considers itself a major player is shooting itself in the foot if it is not thinking globally. What brought on this new era? What changed a pipe dream into a strategic imperative?

aqueduct

Commodity Branding,ded in the marketplace. A commodity can either be a primary product that is used in the manufacture of processed products, such as oil, which is used to make plastic, or it can be sold as a sourced product, such as drinking water, which is packaged and marketed in bottles.

使熄灭