In modern discussions regarding the value of intellectual property, terminology can often become confusing. To prevent misunderstanding, it’s important to differentiate between “intangible assets,” “intellectual capital” and “intellectual property.”
Brand Strategy
"Brand strategy" involves all the strategic documents that are used in the creation, development and management of a brand for an enterprise, a product, a service, or an idea. Brand strategy involves identifying what a brand will stand for, the position it will own in the marketplace, its architecture, and the marketing strategy that will be used to build it.
Intangible assets, intellectual capital or property? It does make a difference
Sunday, September 4, 2011 By Leave a Comment
Branding Diamonds
Friday, September 2, 2011 By Leave a Comment
During the 1990s, De Beers Consolidated Mines began the then seemingly unusual practice of “Branding” its diamonds. It began inscribing a small Brand Mark on its stones to differentiate its products within the commodity marketplace, and to ensure their worth against the inexorable declining value of non-oil commodities. The growing success of Brands, Branding and the strategies of Consumer Packaged Goods (CPG) Marketing are widely recognized within the global business community.
The Strategic Significance of Brands
Monday, August 29, 2011 By Leave a Comment
Achieving brand relevance is a strategic task that, by its very nature, is never complete in the volatile markets of our rapidly changing societies. Each and every day more brands enter the marketplace. Ironically, as their numbers increase, there are fewer and fewer brands that really stand for anything significant in the minds of the public.
Brand equity critical in firms’ valuation (PDF)
Monday, August 29, 2011 By Leave a Comment
With the dawn of the Age of Intellectual Capital, during the mid ’90s, came the realization that the real wealth in the modern enterprise is located in the intangible assets of that enterprise—as opposed to the “traditional (tangible) assets” such as real estate, plant, equipment, inventory, cash and the like.
The State as a Brand
Sunday, August 21, 2011 By Leave a Comment
Branding Radioactive Waste
Sunday, August 21, 2011 By Leave a Comment
Branding Commodity Products
Monday, August 15, 2011 By Leave a Comment
Brand Faceting and Marketing Strategy
Sunday, August 14, 2011 By Leave a Comment
Managing the growth and change of a Brand has always been difficult, requiring both art and wisdom. Most Brands are either over-managed and not allowed to change, or not managed at all and allowed to drift or even languish without strategic guidance or direction. The real art is to manage your Brand in such a way as to respect its natural expression. There is an art to it.
The Theory of Branding
Wednesday, July 20, 2011 By Leave a Comment
As the knowledge-based economy expands, the companies and individuals that possess intangible intellectual assets will need specialized expertise, strategic thinking, legal experience, and the wisdom necessary to manage intellectual assets.