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In Europe, a series of mechanisms is now in place to allow brands to grow quickly from one level to the next. Major players have more options for building their brand equity on a continental basis. American challengers have the chance to compete on a much larger scale than their size might otherwise warrant.
Designed as a practical guide to the commercial mechanics of managing a brand in Europe, this book targets an audience of brand managers, rights holders, brand consultants and investors. Drawing on a wide range of professional expertise and commercial experience, it gives an easy-to-follow account of how trademarks, domains, designs and copyright can be combined within a brand strategy.
By using commercial rights as a set of tools as well as a legal safeguard, brand owners will be better placed to maintain their distinctive position, justify the premium they charge and find extra streams of revenue.
- Sales Rank: #7691515 in Books
- Published on: 2011-09-15
- Original language: English
- Number of items: 1
- Dimensions: 9.00" h x .91" w x 6.00" l, 1.47 pounds
- Binding: Hardcover
- 240 pages
Review
"Jolly, a business writer and editor, presents a handbook consisting of 36 chapters on managing a brand in Europe, for brand managers and consultants, rights holders, and investors. He draws together a group of European industry professionals, brand specialists, and companies to show how trademarks, domains, designs, and copyright can be combined within a wider brand strategy." -- Book News, Inc.
About the Author
Adam Jolly is a business writer and editor specializing in the management of growth, innovation, technology and risk. He is the Consultant Editor on several Kogan Page titles, including The Handbook of European Intellectual Property Management and The Growing Business Handbook.
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