000			03241nam a22002057a 4500
005			20250506175933.0
008			250506b |||||||| |||| 00| 0 eng d
020			_a9783031767777
082			_a658.8 _bPET
100			_aPetty, Ross D. _923938
245			_aFrom marking products to marketing brands: _ba legal perspective on the history of brand marketing
260			_bPalgrave Macmillan _aCham _c2025
300			_axv, 174 p.
365			_aEURO _b39.99
490			_aPalgrave Studies in Marketing, Organizations and Society Series
500			_aTable 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]
520			_aThis 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)
650			_aMarketing--Brand _923939
942			_cBK _2ddc
999			_c9626 _d9626