Table of Contents

What is Branding?; J.Murphy - The History of Branding; A.Room - New Brand Development; P.Robertson - Developing New Brand Names; S.Hart - Brand Packaging; C.Lightfoot & R.Gerstman - Researching Brands; K.Campbell - Branding the Corporation; S.Mottram - Brands as Intellectual Property; J.Fogg - Commercial Counterfeiting; V.Carratu - Brands as Financial Assets; A.Batchelor - Brand Licensing; R.Perrier - Brand Franchising; A.Taylor - International Branding; B.Tragos - Branding in the European Union; J.Murray - Managing Retail Brands; M.Jary & A.Wileman - Commodity Branding; J.Pope, D.Cullwick & J.Kennelly - Branding in the Pharmaceutical Industry; A.Milligan - Brand Revitalisation and Extension; D.Andrew - Managing the Brand; A.Seth - The Future for Brands; S.Hart

Promotional Information

ADRIAN ROOM - the Names Society PAMELA ROBERTSON - Interbrand CHRIS LIGHTFOOT - Interbrand RICHARD GERSTMAN - Gerstman & Meyers KATRIONA CAMPBELL - Interbrand SIMON MOTTRAM - Interbrand JANET FOGG - Markforce Associates VINCENT CARRATU - Carratu International ALEX BATCHELOR - Interbrand RAYMOND PERRIER - Interbrand ANDREW TAYLOR - Executive Vice President, McDonald's UK BILL TRAGOS - Chairman CEO, TBWA International JOHN MURRAY - Mars MICHAEL JARY - OC & C Strategy Consultants ANDREW WILEMAN - OC & C Strategy Consultants JOE POPE - ENZA DAVID CULLWICK - Ernst & Young JO KENNELLY - Ernst & Young ANDY MILLIGAN - Interbrand DAVID ANDREW - Interbrand Pacific ANDREW SETH - The Added Value Company

About the Author

ADRIAN ROOM - the Names Society PAMELA ROBERTSON - Interbrand CHRIS LIGHTFOOT - Interbrand RICHARD GERSTMAN - Gerstman & Meyers KATRIONA CAMPBELL - Interbrand SIMON MOTTRAM - Interbrand JANET FOGG - Markforce Associates VINCENT CARRATU - Carratu International ALEX BATCHELOR - Interbrand RAYMOND PERRIER - Interbrand ANDREW TAYLOR - Executive Vice President, McDonald's UK BILL TRAGOS - Chairman CEO, TBWA International JOHN MURRAY - Mars MICHAEL JARY - OC & C Strategy Consultants ANDREW WILEMAN - OC & C Strategy Consultants JOE POPE - ENZA DAVID CULLWICK - Ernst & Young JO KENNELLY - Ernst & Young ANDY MILLIGAN - Interbrand DAVID ANDREW - Interbrand Pacific ANDREW SETH - The Added Value Company

Reviews

'A good book, nicely combining history with current practice, giving a valuable perspective...not only an introductory text, but a good update for existing practitioners.' - Ann Gregory, Leeds Metropolitan University