From Marking Products to Marketing Brands

From Marking Products to Marketing Brands

A Legal Perspective on the History of Brand Marketing

Petty, Ross D.

Springer International Publishing AG

01/2025

131

Dura

9783031767777

Pré-lançamento - envio 15 a 20 dias após a sua edição

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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?.

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marketing history;branding;brand advertising;intellectual property;IP;business history;advertising history