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Protecting the brand / Talcott J. Franklin.

By: Franklin, Talcott J.
Material type: materialTypeLabelBookPublisher: Fort Lee, NJ : Barricade, 2005Description: 144 p. ; 22 cm.ISBN: 8176499994.Subject(s): Brand name products -- Management | Brand name products -- Valuation -- Management | Intangible property -- Valuation -- ManagementDDC classification: 658.8
Contents:
Part 1: The principles of brands -- A brand is a symbol that answers the question "where did this come from?" -- Trademarks, patents, and copyrights are not created equal -- A brand is a shortcut -- Brands sum up a consumer's experiences -- Brands are worth their weight in gold -- Trademark friends and family -- Registration is not a silver bullet -- Hey! that's my brand! -- Trademark cases seek the death penalty -- Part 2: Brand use rules -- General rules of use -- Rules for using the brand in text -- Part 3: Tricks of the trade--the practical side of brand protection programs -- How to create your own legally enforceable brand -- Create an overall brand strategy -- Using it to avoid losing it -- Keeping the mark out of the public domain -- Avoiding split personalities: not everything is a brand -- Putting it in writing: protecting your brand in contracts -- Watching'em like a hawk: monitoring trademark use -- Slapping grubby hands: trademark enforcement -- Minding the Rs and TMs: using the appropriate trademark designations -- Playing it again: creating brand standards -- The benefits and risks of licensing.
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Item type Current location Call number Status Date due Barcode
Books Books Eastern University Library
General Stacks 		658.8 FRP 2005 (Browse shelf) Not For Loan 11490
Browsing Eastern University Library Shelves , Shelving location: General Stacks Close shelf browser
658.8 FLB 2007 Branding a store : 658.8 FLB 2007 Branding a store : 658.8 FLB 2007 Branding a store : 658.8 FRP 2005 Protecting the brand / 658.8 GAL 2009 The little black book of online business : 658.8 GAL 2009 The little black book of online business : 658.8 GEG 2004 Global brand strategy :

Includes index.

Part 1: The principles of brands -- A brand is a symbol that answers the question "where did this come from?" -- Trademarks, patents, and copyrights are not created equal -- A brand is a shortcut -- Brands sum up a consumer's experiences -- Brands are worth their weight in gold -- Trademark friends and family -- Registration is not a silver bullet -- Hey! that's my brand! -- Trademark cases seek the death penalty -- Part 2: Brand use rules -- General rules of use -- Rules for using the brand in text -- Part 3: Tricks of the trade--the practical side of brand protection programs -- How to create your own legally enforceable brand -- Create an overall brand strategy -- Using it to avoid losing it -- Keeping the mark out of the public domain -- Avoiding split personalities: not everything is a brand -- Putting it in writing: protecting your brand in contracts -- Watching'em like a hawk: monitoring trademark use -- Slapping grubby hands: trademark enforcement -- Minding the Rs and TMs: using the appropriate trademark designations -- Playing it again: creating brand standards -- The benefits and risks of licensing.

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