Dr. Moore’s new article, The Law and the Ultimate Intellectual Asset, was published in November in IAM Journal in London, England. Dr. Moore has articulated a theory of brands that incorporates and explains their modern status as strategically important intangible intellectual capital assets. According to Dr. Moore, brands are the ‘ultimate intellectual asset’ because they are uniquely able to capture and distill the value of intellectual property and intangible assets into a unitary whole, while also creating substantial monetary value in the form of brand equity. As well, Dr. Moore explains how assets like brands and intellectual property, because they are creatures of the law, possess unusual attributes that allow them to compel results in the marketplace.
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