Trademarks, Brands, and Competitiveness

1st Edition

Teresa da Silva Lopes, Paul Duguid

Routledge
Published June 5, 2013
Reference - 270 Pages - 20 B/W Illustrations
ISBN 9780415635738 - CAT# Y139886
Series: Routledge International Studies in Business History

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Summary

This book examines trademarks and brands, and their historical role in national competitive and comparative advantage and in overall economic growth. The contributors provide an historical account of the contribution of brands in consumer goods to economic growth; examine the development of trademark law, its influence on brand strategy, and reciprocally the influence of strategy on the law; and look at the building and repositioning of individual brands as example of the interplay of law and strategy.

Brands and trademarks are usually discussed from the perspective of marketing. This book draws together scholars and practitioners not only from marketing, but also from business history, law, economics, and economic history to provide a richer understanding of trade marks and competitiveness than has hitherto been available.

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