It is essential that companies take a global and holistic approach to creating, commercializing, and protecting their brands and their value. When an organization experiences a public relations disaster, what is the role of communications in minimizing the impact to its brand as part of its overall Total Brand Care strategy? In this hoganlovells.com interview,
Brands can use trademarks to gain a competitive advantage in today’s crowded marketplace. An iconic trademark can be one of your biggest assets; a core component of your identity; and a practical solution to prevent others profiting from your success. But navigating the complexities of trademark law around the world is a challenge for many brands.
Nobody likes to think about crisis management, and more often than not, businesses aren’t prepared to respond effectively when a disaster strikes. A poorly managed crisis can have a huge impact on your brand’s reputation, so planning for one is crucial. A tried and tested methodology will put you in the best position to approach
Organizations invest a lot of time and money into creating and developing their brand, but a poorly handled product liability issue can leave your brand damaged, cause a loss in consumer faith and attract negative interest from regulators and the media – and that’s not to mention the negative impact on your share price. That’s
A strong brand can be one of your most valuable assets. It’s a tool to communicate, build loyalty and drive new revenue. But effective brand management is not just about trademarks – there are many other legal issues that can impact positively or negatively on your brand’s reputation and value. Businesses must break down the
…that’s the view of many of the respondents to our Brand Benchmarking 2018 survey. Over 200 brand owners of all shapes, sizes, industries and locations were surveyed on how they manage their trademark portfolios. Our analysis revealed that: 93% of respondents believe that artificial intelligence (AI) will have a positive influence: saving them time and money. Six of
Most of us know a great brand when we see one. And when customers develop trust in a brand, they usually remain loyal to that company’s products or services and recommend them to others. But not all companies know how to choose a name that can be developed into a brand that is strong from