Trademarks, brands, and competitiveness:
Gespeichert in:
| Format: | Buch |
|---|---|
| Sprache: | English |
| Veröffentlicht: |
New York, NY [u.a.]
Routledge
2010
|
| Ausgabe: | 1. publ. |
| Schriftenreihe: | Routledge international studies in business history
19 |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references and index |
| Beschreibung: | XV, 248 Seiten Illustrationen, Diagramme |
Internformat
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Datensatz im Suchindex
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| adam_text |
Titel: Trademarks, brands, and competitiveness
Autor: Lopes, Teresa da Silva
Jahr: 2010
Contents
List of Tables ix
List of Figures xi
Preface xiii
JACK KEENAN, CEO OF GRAN CRU CONSULTING, FORMER CEO OF DIAGEO
Introduction: Brands and Competitiveness 1
TERESA DA SILVA LOPES AND PAUL DUGUID
PARTI
Trademarks and National Competitiveness
1 Reading Registrations: An Overview of 100 Years of
Trademark Registrations in France, the United Kingdom,
and the United States 9
PAUL DUGUID, TERESA DA SILVA LOPES, AND JOHN MERCER
2 Export Performance and Reputation 31
MARK CASSON AND NIGEL WADESON
3 Trademarks and Performance in UK Firms 55
CHRISTIAN HELMERS AND MARK ROGERS
4 Cobranding Product and Nation: Danish Modern Furniture
and Denmark in the United States, 1940-1970 77
PER H. HANSEN
viii Contents
PART II
Trademarks and the Law
5 Trademarks and Infringement in Britain, C.1875-C.1900 102
DAVID M. HIGGINS
6 Trademarks, Brands, and Competition 119
JENNIFER DAVIS AND SPYROS MANIATIS
PART III
Building Brands
7 Brands in Chains 138
PAUL DUGUID
8 Turning Trademarks into Brands: How Advertising Agencies
Practiced and Conceptualized Branding, 1890-1930 165
STEFAN SCHWARZKOPF
9 Corporate Brand Building: Shell-Mex Ltd. in the
Interwar Period 194
MICHAEL HELLER
10 Unilever's (Other) Brand Wars: Retailers, Private Labels, and
Struggles for Supremacy within Product Supply Chains 215
PETER MISKELL
Contributors 235
Index 239
Tables
1.1 Number of Trademark Registrations to 1960, in
France, the United States, and the United Kingdom 14
1.2 Proportion of Nondurable Consumer Goods in
Trademark Register by Category: France,
1858-1970 21
1.3 Proportion of Nondurable Consumer Goods in
Trademark Register by Category: United Kingdom,
1876-1970 22
1.4 Proportion of Nondurable Consumer Goods in
Trademark Register by Category: United States,
1870-1970 23
3.1 Trademark Propensity and Intensity for 1,600 Large
UK Firms, 1996-2000 59
3.2 IP-Active SMEs (Trademark Publications?by Sector,
2001-2005) 60
3.3 Percentage of Trademark Registration by Firm Size in
the United Kingdom and the European Union, 2004 64
3.4 SMEs: Growth of Assets (2001 to 2004) and IP
Activity (2001) 65
3.5 SMEs: Growth of Turnover (2001 to 2004) and IP
Activity (2001) 66
3.6 SME Profitability (2002-2004) and IP Activity (2001) 67
3.7 SMEs under 5 Years of Age: Profitability and IP
Activity 68
x Tables
3.8 SMEs between 5 and 10 Years of Age: Profitability
and IP Activity 68
3.9 SMEs over 10 Years of Age: Profitability
and IP Activity 68
10.1 Concentration of European Grocery Trade:
Top 5 Organizations 219
10.2 Quality Frozen Foods Market, Distrubtors' Own
Brands, and Unilever's Share 222
Figures
1.1 Annual trademark registrations in France, the United
States, and the United Kingdom, 1858-1970. 13
1.2 Annual trademark registrations per 1,000 population,
in France, the United States, and the United Kingdom,
1858-1960. 15
1.3 Proportion (%) of nondurable consumer marks in the
registrations in France, the United States, and
the United Kingdom during benchmark years
1880-1970. 19
2.1 Typical network of communication in national trade
development support. 48
4.1 Danish furniture exports to the United States,
1947-1970. 95
8.1 N. W. Ayer invents 'The 1847 Girl'. 171
8.2 1923 N. W. Ayer trade advertisement. 172
8.3 J. Walter Thompson visualizes the role of the
trademark (1911). 174
8.4 J. Walter Thompson explains the role of advertising
agencies. 175
8.5 Lux packaging around 1910. 176
8.6 Modernised Lux packaging around 1930. 177
8.7 Lux advertisement in Home Notes, August 1928. 182
8.8 1934 J. Walter Thompson trade advertisement. 185
xii Figures
8.9 1939 London Press Exchange trade advertisements. 186
9.1 C 9.2 Chief of the Italian Air Staff, Marchese de Pinedo, in a
record-breaking flight from Rome to Australia, 1925. 201
9.3 Brook advertisement. 203
9.4 Broadbent advertisement. 203
9.5 'See Britain First on Shell' campaign. 206
9.6 'These Men Use Shell' campaign. 206 |
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