£125.00

Edward Elgar Publishing Place-Branding Experiences: Perspectives from Intellectual Property Owners, Users and Lawyers

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£125.00 £89.79 £97.47 £105.15 £112.84 £120.52 £128.20 01 June 2026 23 June 2026 15 July 2026 06 August 2026 29 August 2026

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Description

This thought-provoking book navigates the impact of place-brands in the consumer marketplace in light of the extended protection accorded to them under intellectual property laws. Interdisciplinary in scope, the book explores diverse national and international approaches to strategic branding through the lenses of law, marketing, history and sociology. The book presents three place-brands as case studies: ‘Scotch Whisky’-branded whiskies, ‘Napa Valley’-branded wines, and ‘Coffee Kenya’ figurative mark branded coffees. Each of the selected case studies offers a different perspective due to their legislative history and the time at which the place-brand received legal recognition. Chapters include analyses from those working within the industries: traders who use place-brands, lawyers who protect them, marketers who promote them, consumers who rely on them to buy goods, and academics who study them. Place-Branding Experiences is a valuable resource for traders, marketers, policy makers, and students, academics as well as practitioners of law and marketing in exploring the impact place-branding can have not only on the sectors of industries so branded, but also on the broader regional economies. It advances important lessons from the diverse realities of successful place-brands.

Product Specifications

Format
hardcover
Domain
Amazon UK
Release Date
17 December 2024
Listed Since
07 July 2024

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