The World Intellectual Property Organization (WIPO) recently adopted Dr. Moore’s definition of a brand for their 2013 report on Global Brands. The Report is entitled Brands – Reputation and Image in the Global Marketplace, and it was publically launched on November 14, 2013 at a recent event in Geneva, Switzerland. While endeavoring to find a comprehensive and academically accurate definition, WIPO adopted Dr. Moore’s groundwork as able to encompass and encapsulate all brands and their dynamic of operation, whether they be for commercial, non-profit, academic, governmental, or personal purposes. The definition was adapted from Dr. Moore’s recent book, Intellectual Capital in Enterprise Success – Strategy Revisited, published by John Wiley & Sons.
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