The brand has become a strategic business concern for every senior corporate executive and board member. With increased global competition, it has become essential for leaders in every industry sector, from commodities to consumers packaged goods, to understand the theory and practice of the successful deployment of brands.
This article first appeared in: “Brands in the Boardroom – Key branding issues for senior executives” A supplement to Intellectual Asset Management Magazine
Download the PDF: It’s Time for Brands in Every Boardroom
Copyright © 2004 • Lindsay Moore and Lesley S. Craig • All Rights Reserved
As the knowledge-based economy expands, the companies and individuals that possess intangible intellectual assets, such as intellectual property, will need specialized expertise, strategic thinking, legal experience, and the wisdom necessary to manage intellectual assets.