Overview

In building a brand and capturing its full potential, commercial rights matter just as much as creative expression. Without the right intellectual property (IP) in place, even the most original and distinctive brand will soon vaporize and turn back into a commodity. Depending on the scope of your ambition, there are three routes for securing your position. Do you just want to open in one market? Do you want to give yourself a chance of rolling out across Europe as a whole? Do you want to keep the option open of selling in new economic powers such as China and India? Few will have the budget to opt for blanket coverage. It is more likely that you will focus on the rights that distinguish you from your competitors and on the benefits which customers most value. By choosing the right IP for the job, you can maximize your returns and keep down your costs.

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9780749461447

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Jolly, a business writer and editor, presents a handbook consisting of 36 chapters on managing a brand in Europe, for brand managers and consultants, rights holders, and investors. He draws together a group of European industry professionals, brand specialists, and companies to show how trademarks, domains, designs, and copyright can be combined within a wider brand strategy. -- Book News, Inc.

""Jolly, a business writer and editor, presents a handbook consisting of 36 chapters on managing a brand in Europe, for brand managers and consultants, rights holders, and investors. He draws together a group of European industry professionals, brand specialists, and companies to show how trademarks, domains, designs, and copyright can be combined within a wider brand strategy."" -- Book News, Inc.

Author Information

Adam Jolly is a business writer and editor specializing in the management of growth, innovation, technology and risk. He is the Consultant Editor on several Kogan Page titles, including The Innovation Handbook, The Handbook of European Intellectual Property Management and The Growing Business Handbook.

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