INTELLECTUAL PROPERTY BLOG

Brian Buss’ article discusses how maximizing the value and benefit of brands requires knowing how and how much they’re driving revenue and profits.

  • Is our brand doing better than our competitor’s brand? Why?
  • What benefits might be achieved if we were to position the company’s brand as socially responsible?
  • Will our investment in branding activities yield a return? If so, how much?

You can read the entire article here.