Brand rewired: connecting branding, creativity, and intellectual property strategy

As the economy continues to put pressure on spending at all levels of a company, budgets for branding as well as legal are being slashed dramatically. Brand Rewired offers a unique approach to an otherwise age old topic for branding,innovation, and marketing professionals. The authors illustrate how a brand strategy intersecting with an equally powerful intellectual property strategy produces a greater economic return and more rewards for the brand project leaders. They detail how the elements of a strong intellectual property branding portfolio often mirrors a strong branding campaign from a sales and marketing perspective, as well as how failing to consider these important strategies can not only reduce the effectiveness of the value of the brand, but potentially expose the company to lawsuits.

• ISBN: 978-0-470-57542-0
• Editorial: John Wiley & Sons
• Encuadernacion: Cartoné
• Páginas: 240
• Fecha Publicación: 14/07/2010
• Nº Volúmenes: 1
• Idioma: Inglés