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
PART I
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
PART II
Trademarks and the Law
5 Trademarks and Infringement in Britain, с.1875-с.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-Мех 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
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