Businesses should check to ensure that they have the right tools in place to capture valuable intellectual property (IP) benefits created by their employees and in collaborations with third parties. Following are the key guiding principles and some tips to consider: Dealing with Employees Guiding Principle: You automatically own any IP your employees create “in … Read more
Many not-for-profit organisations believe their brands do little to assist in projecting their products and services to the public. Often, people working in not-for-profits are motivated by a passion in a particular field such as art, humanities or research. It is easy for such people to forget that a strong brand under which to market … Read more
Over the past few years, the term ‘fluid trade marks’ has been appearing more and more in relation to business on the internet and in the commercial space generally. Assumptions have been made as to what ‘fluid’ means and the implications associated with this type of trade mark. In a nutshell, as the name suggests, … Read more
Co-branding or brand partnerships occur when two or more organisations decide to team up and work together. On many occasions this can have the potential of increasing the brand equity of the partners, but on the other hand, it can also be a challenging task when the interests, cultures and core objectives behind different brands … Read more
Currently between 50-60% of the value of a fashion business belongs to its brand, making brands the single most valuable intangible asset of the sector. In order to maximise such value, fashion businesses should create unique images and define clear brand strategies. Brands are as important for the fashion section as they are for the consumer, … Read more
For the first time in its history, Apple has been rated as the world’s most valuable brand, followed by Google. Meanwhile Coca Cola, a company who has been in the lead for many years, has fallen to third place. Apple was only rated 36th when Interbrand[1] prepared its first brand ratings in 2000. However, global successes … Read more
