Trademarks, Brands, and Competitiveness

Abstract

List of Tables. List of Figures. Preface Jack Keenan, CEO of Gran Cru Consulting, former CEO of Diageo. Introduction Paul Duguid and Teresa da Silva Lopes Part 1: Trademarks and National Competitiveness 1. Reading Registrations: An Overview of 100 Years of Trade Mark Registrations in France, the United Kingdom and the United States Paul Duguid, Teresa da Silva Lopes and John Mercer 2. Export Performance and Reputation Mark Casson and Nigel Wadeson 3. Trade Marks and Performance in UK Firms Christian Helmers and Mark Rogers 4. Co-Branding Product and Nation: Danish Modern Furniture and Denmark in the United States, 1940-1970 Per Hansen Part 2: Trademarks and the Law 5. Trade Marks and Infringement in Britain, c. 1875- c.1900 David Higgins 6. Trademarks, Brands and Competition Jennifer Davis and Spyros Maniatis Part 3: Building Brands 7. Brands in Chains Paul Duguid 8. Turning Trade Marks into Brands: How Advertising Agencies Practiced and Conceptualised Branding, 1890-1930 Stefan Schwarzkopf 9. Corporate Brand Building: Shell-Mex Ltd in the Interwar Period Michael Heller 10. Unilever's (Other) Brand Wars: Retailers, Private Labels and Struggles for Supremacy Within Product Supply Chains Peter Miskell. Contributors. References. Index

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