From Marking Products to Marketing Brands

A Legal Perspective on the History of Brand Marketing

AvRoss D. Petty

Inbunden, Engelska, 2025

Del i serien Palgrave Studies in Marketing, Organizations and Society

443 kr

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Häftad

443 kr

Beskrivning

This book examines the historical evolution from marking or branding products for ownership purposes to branding products in order to promote the brand itself. In the extreme, some modern brands so strongly promote their brand image or personality that there is little emphasis on promoting the branded products themselves.

Produktinformation

Utgivningsdatum:2025-01-14
Mått:148 x 210 x 16 mm
Vikt:366 g
Format:Inbunden
Språk:Engelska
Serie:Palgrave Studies in Marketing, Organizations and Society
Antal sidor:174
Förlag:Springer International Publishing AG
ISBN:9783031767777

Utforska kategorier

Varumärken inom Ekonomi och Ledarskap
Marknadsföring på nätet inom Ekonomi och Ledarskap
Reklam inom Ekonomi och Ledarskap

Mer om författaren

Ross D. Petty is Emeritus Professor of Marketing Law at Babson College, USA after being a faculty member for thirty-one years. He has published more than 100 articles, book chapters, and notes, and presented 115 times at various academic conferences and events. His most recent book is Branding Law: A Guide to Legal Issues in Brand Management.

Recensioner i media

“Petty’s volume consists of twelve relatively short chapters, 26 figures, and four informative tables. Each chapter begins with an abstract and keywords, usually contains a case study, and ends with a conclusion and reference list. ... this book should be assigned to a class on brand marketing. It is a short read and not too expensive. Legal history matters and its study provides a critical understanding of prevailing concepts.” (Terrence H. Witkowski, Journal of Macromarketing, April 18, 2025)

Innehållsförteckning

Chapter 1: Introduction.- What is Brand Marketing?.- Chapter 2: Ancient Product Marking --Signs of the Times.- Chapter 3: From the Decline of Guilds through the 18th Century.- Chapter 4: 19th Century Demand for Brand Protection.- Chapter 5: U.S. Copyright and Design Patent Registration for Trademarks: 1840-1870.- Chapter 6: Trademark Registration.- Chapter 7: Turn of the Century Brand Marketing & Legal Protection.- Chapter 8: Early 20th Century Trademarks and Brands.- Chapter 9: Criticism of Brand Marketing (1920-1946).- Chapter 10: The 1946 U.S. Lanham Act –Expanding Trademark Law.- Chapter 11: Challenges to Brand Marketing 1946-1980.- Chapter 12: Conclusion – Have Brand Marketers Gained too much Control?.