The Handbook of European Brand Rights Management: How to Develop, Manage and Protect Your Trademarks, Domains, Designs and Copyrights
Kogan Page, 2011 - 220 Seiten
In Europe, a series of mechanisms is now in place to allow brands to grow quickly from one level to the next. Major players have more options for building their brand equity on a continental basis. American challengers have the chance to compete on a much larger scale than their size might otherwise warrant.