From Marking Products to Marketing Brands: A Legal Perspective on the History of Brand Marketing (Palgrave Studies in Marketing, Organizations and Society)

By: Ross D. Petty

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Synopsis: 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. Central to this evolution is the development and protection of brand identifiers, such as names, logos, and more, as well as the development of registration and conflict-resolution systems to resolve disputes regarding brand identifier similarities. The author meticulously navigates the historical evolution of brand marketing, elucidating the manner in which this practice has evolved over time. To get a sense of how much brand marketing has grown, he examines advertising expenditures, the scholarly and professional literature, a few case studies, and the growing number of brand identifier registrations and disputes. He examines several legal areas including trademarks, unfair competition, copyrights, design patents and even antitrust law. In modern times, the legal system not only enables brand marketing but sets limits on it as well. The book concludes by examining some modern developments that are testing the limits. Catering to researchers vested in the realms of advertising and marketing history as well as law, this landmark text provides a thorough survey of brand marketing and its regulatory landscape.

Book Quality:: Publisher Quality
ISBN-13:: 9783031767784
Related ISBNs:: 9783031767777
Publisher:: Springer Nature Switzerland
Date of Addition:: 01/13/25
Copyrighted By:: The Author
Adult content:: No
Language:: English
Has Image Descriptions:: No
Categories:: Nonfiction, Art and Architecture, Computers and Internet, Business and Finance, Law, Legal Issues and Ethics
Submitted By:: Bookshare Staff
Usage Restrictions:: This is a copyrighted book.