Trademarks, Brands, and Competitiveness (Routledge International Studies in Business History)

This book examines trademarks and brands, and their historical role in national competitive and comparative advantage and in overall economic growth. The contributors provide an historical account of the contribution of brands in consumer goods to economic growth; examine the development of trademark law, its influence on brand strategy, and reciprocally the influence of strategy on the law; and look at the building and repositioning of individual brands as example of the interplay of law and strategy. Brands and trademarks are usually discussed from the perspective of marketing. This book draws together scholars and practitioners not only from marketing, but also from business history, law, economics, and economic history to provide a richer understanding of trade marks and competitiveness than has hitherto been available. Examines Trademarks And Brands, And Their Historical Role In National Competitive And Comparative Advantage And In Overall Economic Growth. This Book Provides An Historical Account Of The Contribution Of Brands In Consumer Goods To Economic Growth. It Also Examines The Development Of Trademark Law And Its Influence On Brand Strategy. Book Cover; Title; Copyright; Contents; Tables; Figures; Preface; Introduction: Brands And Competitiveness; 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; 2 Export Performance And Reputation; 3 Trademarks And Performance In Uk Firms; 4 Cobranding Product And Nation: Danish Modern Furniture And Denmark In The United States, 1940-1970; Part Ii Trademarks And The Law; 5 Trademarks And Infringement In Britain, C.1875-c.1900; 6 Trademarks, Brands, And Competition. Edited By Teresa Da Silva Lopes And Paul Duguid. Includes Bibliographical References And Index. 'Trade Marks, Brands and Competitiveness' brings together scholars from a variety of disciplines to provide a critical account of the contribution of branding to economic growth, the relationship between trademark law and brand strategy, and the building and repositioning of individual brands as case studies in the effects of competition