Trademarks, brands, and competitiveness / ed. by T. da Silva Lopes, P.Duguid. - New York: Routledge, 2010. - xv, 248 p. - Incl. bibl. ref. - Ind.: p.239-248. - (Routledge international studies in business history; 19). - ISBN 978-0-415-77693-6  Место хранения:   022 | Институт экономики и организации промышленного производства | Новосибирск

Оглавление / Contents

List of Tables ................................................. ix List of Figures ................................................ xi Preface ...................................................... xiii JACK KEENAN, CEO OF GRAN CRU CONSULTING, FORMER CEO OF DIAGEO Introduction: Brands and Competitiveness ........................ 1 TERESA DA SILVA LOPES AND PAUL DUGUID PART I Trademarks and National Competitiveness 1 Reading Registrations: An Overview of 100 Years of Trademark Registrations in France, the United Kingdom, and the United States ........................................ 9 PAUL DUGUID, TERESA DA SILVA LOPES, AND JOHN MERCER 2 Export Performance and Reputation ........................... 31 MARK CASSON AND NIGEL WADESON 3 Trademarks and Performance in UK Firms ...................... 55 CHRISTIAN HELMERS AND MARK ROGERS 4 Cobranding Product and Nation: Danish Modern Furniture and Denmark in the United States, 1940-1970 ................. 77 PER H. HANSEN PART II Trademarks and the Law 5 Trademarks and Infringement in Britain, с.1875-с.1900 ...... 102 DAVID M. HIGGINS 6 Trademarks, Brands, and Competition ........................ 119 JENNIFER DAVIS AND SPYROS MANIATIS PART III Building Brands 7 Brands in Chains ........................................... 138 PAUL DUGUID 8 Turning Trademarks into Brands: How Advertising Agencies Practiced and Conceptualized Branding, 1890-1930 ........... 165 STEFAN SCHWARZKOPF 9 Corporate Brand Building: Shell-Мех Ltd. in the Interwar Period ..................................................... 194 MICHAEL HELLER 10 Unilever's (Other) Brand Wars: Retailers, Private Labels, and Struggles for Supremacy within Product Supply Chains ... 215 PETER MISKELL Contributors .................................................. 235 Index ......................................................... 239