From marking products to marketing brands: a legal perspective on the history of brand marketing
Auteur :
Petty, Ross D.
Éditeur :
Springer International Publishing AG
ISBN :
9783031767777
Date de publication :
14 janv. 2025
Dimensions :
21,0 x 14,8 cm
Langue :
Anglais
Pays d'origine :
Suisse
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.