This book looks at international brands from all perspectives, from the development of new brands to brand management, from trade mark protection to the role of advertising. It includes contributions from trade mark lawyers, designers and advertising agencies. Brands are probably the most valuable assets of most of today's international companies. It is now recognised that branding is as important in the industrial and service sectors as it is in the packaged goods markets. This book, looks at international brands from all perspectives, from the development of new brands to brand management, from trade mark protection to the role of advertising. Trade mark lawyers, designers and advertising agencies have all contributed to this topical and authoritative book. Brands are probably the most valuable assets of most of today's international companies. It is now recognised that branding is as important in the industrial and service sectors as it is in the packaged goods markets.;This book, looks at international brands from all perspectives, from the development of new brands to brand management, from trade mark protection to the role of advertising. Trade mark lawyers, designers and advertising agencies have all contributed to this topical and authoritative book.