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Developing a point of difference
The need for branded services
Developing corporate brands
13 other sections not shown
adopt advertising agency appeal application appropriate assets audiences balance sheet become beneﬁts brand development brand extension brand licensing brand management brand name brand owner brand personality brand valuation branded products branding strategy Britain British Airways Brylcreem clearly Coca-Cola coherent company’s competitive conﬂicting consumer corporate brand corporate identity corporate name cost counterfeiting countries differentiated difﬁcult efﬁcient ensure essential established example existing brands factor ﬁled ﬁnancial ﬁnd ﬁrst franchise franchisor function identiﬁed important included in Class industry infringement intangible intellectual property international brands investment Japanese Kodak label brands launch licensor line extension logo Lucozade major manufacturers needs ofﬁce Omega Foods organisation packaging particularly problems product or service proﬁt proﬁtability protection recognised retailers role Rolls-Royce Saatchi and Saatchi sectors service brands signiﬁcance speciﬁc successful suppliers trade mark owner trade mark registration Unilever United Biscuits United Kingdom visual equity visual identity