Considerations in Branding and Trademark Development

To date, this blog has focused primarily on issues relating to patent development and licensing.  Of course, the world of intellectual property consists of more than patents – for an enterprise, attention must be paid to all sorts of intellectual property, including a company’s trademarks and associated branding strategy.

Undoubtedly, there is value in thoughtful trademark and brand management – Nike and Coca-Cola are but just two examples of firms whose core value rests primarily on the strength of their branding efforts.  And it is probably accurate to say that trademark and brand management has historically created more enterprise value than patents. (I hope my friends in the patent community don’t count this comment against me…)

For IP professionals who are interested in learning more about trademark and brand management, the Branding Strategy Blog (http://www.brandingstrategyinsider.com/) – is an excellent resource.  Within the blog, there is a very useful article regarding the legal aspects of trademark and brand management (found at http://www.brandingstrategyinsider.com/2008/03/branding-and-tr.html).  It’s definitely worth the read.