Download Brand Rewired: Connecting Branding, Creativity, and by Anne H. Chasser PDF

By Anne H. Chasser

Realize how the world's top businesses have further worth to their corporation by means of rewiring the logo production approach model Rewired showcases the world's major businesses in branding and the way they've got additional price to their corporation via rewiring the emblem production approach to intersect strategic brooding about highbrow estate with out stifling creativity.Features interviews with executives from prime world wide businesses together with: Kodak, Yahoo, Kraft, J.Walter Thompson, Kimberly Clark, Scripps Networks Interactive, the Kroger corporation, GE, Procter & Gamble, LPK, Northlich and moreHighlights find out how to maximize go back on funding in making a strong model and highbrow estate portfolio that may be leveraged economically for a few years to comeReveals easy methods to lessen bills within the model construction and felony processIllustrates how a model approach intersecting with an both strong highbrow estate method produces a better fiscal go back and extra rewards for the emblem undertaking leadersInnovative in its process, model Rewired indicates you ways how best businesses are leaving behind the old fashioned research-and-development-driven innovation philosophy and evolving to a model Rewired technique of innovating on the buyer point, utilizing multi-disciplinary groups to construct a strong model and highbrow asset to maximise go back on funding.

Show description

Read Online or Download Brand Rewired: Connecting Branding, Creativity, and Intellectual Property Strategy PDF

Best intellectual property books

The Role of Scientific and Technical Data and Information in the Public Domain: Proceedings of a Symposium

This symposium introduced jointly prime specialists and bosses from the private and non-private sectors who're fascinated about the construction, dissemination, and use of medical and technical information and knowledge (STI) to: (1) describe and speak about the function and the advantages and costs--both financial and other--of the general public area in STI within the study and schooling context, (2) to spot and examine the felony, financial, and technological pressures at the public area in STI in learn and schooling, (3) describe and speak about latest and proposed techniques to keeping the general public area in STI within the usa, and (4) determine matters that can require extra research.

Media, technology and copyright: integrating law and economics

Media, expertise and Copyright is an interdisciplinary paintings that applies monetary thought to critical topical matters within the legislations of highbrow estate. in response to the author’s specialist event as a professor, lecturer, and advisor, the quantity represents the 1st full-length attention of the various subject matters of legislation and copyright via a qualified economist.

Opium of the Intellectuals

Raymond Aron's 1955 masterpiece The Opium of the Intellectuals, is among the nice works of 20th- century political mirrored image. Aron indicates how noble rules can slide into the tyranny of "secular faith" and emphasizes how political inspiration has the profound accountability of telling the reality approximately social and political reality-in all its mundane imperfections and tragic complexities.

International Trademark Classification: A Guide to the Nice Agreement

Foreign Trademark class: A advisor to the great contract is helping trademark and IP lawyers correctly classify items and prone on trademark purposes. It explains the forty-five periods of products and providers followed lower than the great contract, a global class procedure for trademark registration adhered to through greater than seventy international locations.

Additional info for Brand Rewired: Connecting Branding, Creativity, and Intellectual Property Strategy

Sample text

This compares with an estimated average life span for a corporation of 25 years or so. Many brands have survived a string of different corporate owners. It has been shown that a portfolio weighted by the brand values of the Best Global Brands performs significantly better than Morgan Stanley’s global MSCI index and the American-based S&P 500 index. This is an important point. Real strategy in developing the brand as a powerful asset is about more than just asking the lawyer how to protect it. It is about a comprehensive plan that mandates multidisciplinary thinking to achieve the factors defined here in how to value a brand economically.

Caveat You must file in the correct product categories and you must constantly monitor and police usage to maintain the value of the trademark in order to obtain the protection needed to stop others from using it. S. Patent and Trademark Office explains that they have the following features: Protects An idea, process, formula, recipe, know-how, technology, ingredient, or other aspect of how a product or service is created or delivered that is kept secret. Lasts As long as you take measures to keep it a secret.

Determine if an existing brand may better support this new product, service, or idea. Will the existing brand protection allow global expansion into this product category? Is there any exposure to risk of infringement by expanding the brand? How much will it cost to create and protect a new brand versus build off an existing one? • Identify the target market for each component of the product/service. • Define the market in detail to understand the consumer lifestyle; build a profile of your consumer.

Download PDF sample

Rated 4.58 of 5 – based on 22 votes