東華大學圖書館 |

語系: 繁體中文

說明(常見問題)

回圖書館首頁

手機版館藏查詢

登入

回首頁

切換: 標籤 | MARC模式 | ISBD

FindBook

Google Book

Amazon

博客來

From marking products to marketing brands = a legal perspective on the history of brand marketing /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	From marking products to marketing brands/ by Ross D. Petty.
其他題名:	a legal perspective on the history of brand marketing /
作者:	Petty, Ross D.
出版者:	Cham :Springer Nature Switzerland : : 2024.,
面頁冊數:	xv, 174 p. :ill. (chiefly color), digital ;24 cm.
內容註:	Chapter 1: Introduction -- What is Brand Marketing? -- Chapter 2: Ancient Product Marking --Signs of the Times -- Chapter 3: From the Decline of Guilds through the 18th Century -- Chapter 4: 19th Century Demand for Brand Protection -- Chapter 5: U.S. Copyright and Design Patent Registration for Trademarks: 1840-1870 -- Chapter 6: Trademark Registration -- Chapter 7: Turn of the Century Brand Marketing & Legal Protection -- Chapter 8: Early 20th Century Trademarks and Brands -- Chapter 9: Criticism of Brand Marketing (1920-1946) -- Chapter 10: The 1946 U.S. Lanham Act -Expanding Trademark Law -- Chapter 11: Challenges to Brand Marketing 1946-1980 -- Chapter 12: Conclusion - Have Brand Marketers Gained too much Control?.
Contained By:	Springer Nature eBook
標題:	Branding (Marketing) -
電子資源:	https://doi.org/10.1007/978-3-031-76778-4
ISBN:	9783031767784

From marking products to marketing brands = a legal perspective on the history of brand marketing /
Petty, Ross D.

From marking products to marketing brandsa legal perspective on the history of brand marketing /[electronic resource] :by Ross D. Petty. - Cham :Springer Nature Switzerland :2024. - xv, 174 p. :ill. (chiefly color), digital ;24 cm. - Palgrave studies in marketing, organizations and society,2661-8621. - Palgrave studies in marketing, organizations and society..

Chapter 1: Introduction -- What is Brand Marketing? -- Chapter 2: Ancient Product Marking --Signs of the Times -- Chapter 3: From the Decline of Guilds through the 18th Century -- Chapter 4: 19th Century Demand for Brand Protection -- Chapter 5: U.S. Copyright and Design Patent Registration for Trademarks: 1840-1870 -- Chapter 6: Trademark Registration -- Chapter 7: Turn of the Century Brand Marketing & Legal Protection -- Chapter 8: Early 20th Century Trademarks and Brands -- Chapter 9: Criticism of Brand Marketing (1920-1946) -- Chapter 10: The 1946 U.S. Lanham Act -Expanding Trademark Law -- Chapter 11: Challenges to Brand Marketing 1946-1980 -- Chapter 12: Conclusion - Have Brand Marketers Gained too much Control?.

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. Ross D. Petty is Emeritus Professor of Marketing Law at Babson College, USA after being a faculty member for thirty-one years. He has published more than 100 articles, book chapters, and notes, and presented 115 times at various academic conferences and events. His most recent book is Branding Law: A Guide to Legal Issues in Brand Management.

ISBN: 9783031767784

Standard No.: 10.1007/978-3-031-76778-4doiSubjects--Topical Terms:

625366
Branding (Marketing)

LC Class. No.: HF5415.1255

Dewey Class. No.: 658.827

From marking products to marketing brands = a legal perspective on the history of brand marketing /
LDR:03643nmm a2200337 a 4500 001 2381475
003 DE-He213
005 20250113115322.0
006 m o d
007 cr nn 008maaau
008 250418s2024 sz s 0 eng d
020 $a 9783031767784 $q (electronic bk.)
020 $a 9783031767777 $q (paper)
024 7 $a 10.1007/978-3-031-76778-4 $2 doi
035 $a 978-3-031-76778-4
040 $a GP $c GP
041 0 $a eng
050 4 $a HF5415.1255
072 7 $a KJS $2 bicssc
072 7 $a BUS043000 $2 bisacsh
072 7 $a KJS $2 thema
082 0 4 $a 658.827 $2 23
090 $a HF5415.1255 $b .P512 2024
100 1 $a Petty, Ross D. $3 3735616
245 1 0 $a From marking products to marketing brands $h [electronic resource] : $b a legal perspective on the history of brand marketing / $c by Ross D. Petty.
260 $a Cham : $b Springer Nature Switzerland : $b Imprint: Palgrave Macmillan, $c 2024.
300 $a xv, 174 p. : $b ill. (chiefly color), digital ; $c 24 cm.
490 1 $a Palgrave studies in marketing, organizations and society, $x 2661-8621
505 0 $a Chapter 1: Introduction -- What is Brand Marketing? -- Chapter 2: Ancient Product Marking --Signs of the Times -- Chapter 3: From the Decline of Guilds through the 18th Century -- Chapter 4: 19th Century Demand for Brand Protection -- Chapter 5: U.S. Copyright and Design Patent Registration for Trademarks: 1840-1870 -- Chapter 6: Trademark Registration -- Chapter 7: Turn of the Century Brand Marketing & Legal Protection -- Chapter 8: Early 20th Century Trademarks and Brands -- Chapter 9: Criticism of Brand Marketing (1920-1946) -- Chapter 10: The 1946 U.S. Lanham Act -Expanding Trademark Law -- Chapter 11: Challenges to Brand Marketing 1946-1980 -- Chapter 12: Conclusion - Have Brand Marketers Gained too much Control?.
520 $a 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. Ross D. Petty is Emeritus Professor of Marketing Law at Babson College, USA after being a faculty member for thirty-one years. He has published more than 100 articles, book chapters, and notes, and presented 115 times at various academic conferences and events. His most recent book is Branding Law: A Guide to Legal Issues in Brand Management.
650 0 $a Branding (Marketing) $3 625366
650 1 4 $a Marketing. $3 536353
650 2 4 $a Branding. $3 3235965
650 2 4 $a Digital Marketing. $3 3538493
650 2 4 $a Theories of Law, Philosophy of Law, Legal History. $3 1565627
650 2 4 $a Advertising. $3 570176
710 2 $a SpringerLink (Online service) $3 836513
773 0 $t Springer Nature eBook
830 0 $a Palgrave studies in marketing, organizations and society. $3 3410223
856 4 0 $u https://doi.org/10.1007/978-3-031-76778-4
950 $a Business and Management (SpringerNature-41169)