The New Wealth Creators

544 pages

December, 1997

ISBN: 9780814755990


Susannah Hart is Director of Interbrand, with special responsibility for brand strategy and name development. She has advised a wide range of clients in the U.S., U.K., and internationally.

All books by Susannah Hart

John Murphy is the founder of the worldwide Interbrand brand consultancy organization and is one of the world's leading experts on the theory and practice of branding. He has handled major brand consultancy assignments for companies in the U.S., U.K., Europe, and Australia.

All books by John Murphy

From new brand development to brand management, from trademark protection to the role of advertising and design, Brands offers a comprehensive survey of all aspects of branding. Assembling a wide range of "brand experts," this topical and authoritative collection looks, from a variety of perspectives, at the increasingly crucial role that brands have come to play in the international marketplace.

How do legal systems recognize the value of brands to both consumers and producers? How has the concept of branded goods been extended successfully to embrace services and other less tangible "products"? How have some brands come to signify certain social or political ideals, and how do those ideals affect consumer loyalty? Brands thoroughly addresses these questions, demonstrating that brands are the most valuable assets of today's international companies.