The importance of intellectual property — what’s in a brand?

Brands can be a very powerful and important asset for any organisation. Take this well-known quote from a Coca-Cola executive for example: ‘If Coca-Cola were to lose all of its production-related assets in a disaster, the company would survive. By contrast, if all consumers were to have a sudden lapse of memory and forget everything related to Coca-Cola, the company would go out of business.’

A brand is essentially comprised of the associations people make and perceptions that they have of a product, service or organisation. The aim of a brand owner is create a strong and trusted brand that has the power to influence behaviour. For example, a well-known charity with a strong corporate identity can differentiate itself from other charities with similar goals and focuses and as a result will hope to encourage more donations and fundraising efforts…

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