Volume 6, issue 2, November 1998

10 articles in this issue

Think like a Rolls Royce, act like Beanie Babies

Authors
- Nick Kendall
- Content type: Editorial
- Published: 01 November 1998
- Pages: 78 - 80
The direct brand — past, present and future

Authors
- Hugh Johnson
- Content type: Practice Paper
- Published: 01 November 1998
- Pages: 83 - 90
Credit cards at the crossroads

Authors
- Paul Hawkes
- Danielle Harrison
- Content type: Practice Paper
- Published: 01 November 1998
- Pages: 91 - 98
Brand based strategic management

Authors
- Andy Mosmans
- Roland van der Vorst
- Content type: Practice Paper
- Published: 01 November 1998
- Pages: 99 - 110
Sub-brand evaluation and use versus brand extension

Authors
- Daniel A Sheinin
- Content type: Academic Paper
- Published: 01 November 1998
- Pages: 113 - 122
Intellectual property rights at France '98

Authors
- Chris Vale
- Content type: Legal Paper
- Published: 01 November 1998
- Pages: 125 - 128
Legal update

Authors
- Isabel Davies
- Content type: Legal Paper
- Published: 01 November 1998
- Pages: 129 - 133
‘Marketing aesthetics: The strategic management of brands, identity and image’

Authors
- David Rivett
- Content type: Book Review
- Published: 01 November 1998
- Pages: 136 - 137
‘Britain^™: Renewing our identity’

Authors
- Mark Uncles
- Content type: Book Review
- Published: 01 November 1998
- Pages: 138 - 141
‘Building, measuring and managing brand equity’

Authors
- Chris Macrae
- Content type: Book Review
- Published: 01 November 1998
- Pages: 142 - 143