From marking products to marketing brands: a legal perspective on the history of brand marketing

By:

Petty, Ross D

Material type: Text

TextSeries: Palgrave Studies in Marketing, Organizations and Society SeriesPublication details: Palgrave Macmillan Cham 2025Description: xv, 174 pISBN:

9783031767777

Subject(s):

Marketing--Brand

DDC classification:

658.8 PET

Summary: This book examines the historical evolution from marking or branding products for ownership purposes to branding products in order to promote the brand itself. In the extreme, some modern brands so strongly promote their brand image or personality that there is little emphasis on promoting the branded products themselves. Central to this evolution is the development and protection of brand identifiers, such as names, logos, and more, as well as the development of registration and conflict-resolution systems to resolve disputes regarding brand identifier similarities. The author meticulously navigates the historical evolution of brand marketing, elucidating the manner in which this practice has evolved over time. To get a sense of how much brand marketing has grown, he examines advertising expenditures, the scholarly and professional literature, a few case studies, and the growing number of brand identifier registrations and disputes. He examines several legal areas including trademarks, unfair competition, copyrights, design patents and even antitrust law. In modern times, the legal system not only enables brand marketing but sets limits on it as well. The book concludes by examining some modern developments that are testing the limits. Catering to researchers vested in the realms of advertising and marketing history as well as law, this landmark text provides a thorough survey of brand marketing and its regulatory landscape. (https://link.springer.com/book/10.1007/978-3-031-76778-4)

Tags from this library: No tags from this library for this title. Log in to add tags.

Average rating: 0.0 (0 votes)

Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Book	Indian Institute of Management LRC General Stacks	Marketing	658.8 PET (Browse shelf(Opens below))	1	Available		008577

Table of contents:
Front Matter
Pages i-xv
Download chapter PDF
Introduction: What Is Brand Marketing?
Ross D. Petty
Pages 1-9
Ancient Product Marking: Signs of the Times
Ross D. Petty
Pages 11-20
From the Decline of Guilds Through the Eighteenth Century
Ross D. Petty
Pages 21-31
Nineteenth-Century Demand for Brand Protection
Ross D. Petty
Pages 33-46
U.S. Copyright and Design Patent Registration for Trademarks: 1840–1870
Ross D. Petty
Pages 47-60
Trademark Registration
Ross D. Petty
Pages 61-76
Turn-of-the-Century Brand Marketing and Legal Protection
Ross D. Petty
Pages 77-93
Early Twentieth-Century Trademarks and Brands
Ross D. Petty
Pages 95-112
Criticism of Brand Marketing (1920–1946)
Ross D. Petty
Pages 113-126
The 1946 U.S. Lanham Act: Expanding Trademark Law
Ross D. Petty
Pages 127-141
Challenges to Brand Marketing 1946–1980
Ross D. Petty
Pages 143-157
Conclusion: Have Brand Marketers Gained Too Much Control?
Ross D. Petty
Pages 159-170
Back Matter
Pages 171-174

[https://link.springer.com/book/10.1007/978-3-031-76778-4]

This book examines the historical evolution from marking or branding products for ownership purposes to branding products in order to promote the brand itself. In the extreme, some modern brands so strongly promote their brand image or personality that there is little emphasis on promoting the branded products themselves. Central to this evolution is the development and protection of brand identifiers, such as names, logos, and more, as well as the development of registration and conflict-resolution systems to resolve disputes regarding brand identifier similarities.

The author meticulously navigates the historical evolution of brand marketing, elucidating the manner in which this practice has evolved over time. To get a sense of how much brand marketing has grown, he examines advertising expenditures, the scholarly and professional literature, a few case studies, and the growing number of brand identifier registrations and disputes. He examines several legal areas including trademarks, unfair competition, copyrights, design patents and even antitrust law. In modern times, the legal system not only enables brand marketing but sets limits on it as well. The book concludes by examining some modern developments that are testing the limits.

Catering to researchers vested in the realms of advertising and marketing history as well as law, this landmark text provides a thorough survey of brand marketing and its regulatory landscape.

(https://link.springer.com/book/10.1007/978-3-031-76778-4)

There are no comments on this title.

to post a comment.