We often hear from business and intellectual property advisors about the importance of trademarking to create brand value. However, rarely do they discuss what brand value really means or how IP protection can deliver it.
The problem is that trademarking (or for that matter patenting) don't inherently create value for a business or brand. All they do is protect value that has or will be created.
This simple misunderstanding results in many businesses investing significant amounts of money protecting brands that have little or no value in reality. They put the cart before the horse, thinking that ownership of trademarks will give the business a competitive edge, when in fact it is the ownership of powerful brands that will give the competitive advantage.
Of course intellectual property protection is important, but its role is to protect the value created in the brand, not to actually create value in the brand.
This blog is supported by the ethical brand consultancy, Scamper Brand Strategy.
The problem is that trademarking (or for that matter patenting) don't inherently create value for a business or brand. All they do is protect value that has or will be created.
This simple misunderstanding results in many businesses investing significant amounts of money protecting brands that have little or no value in reality. They put the cart before the horse, thinking that ownership of trademarks will give the business a competitive edge, when in fact it is the ownership of powerful brands that will give the competitive advantage.
Of course intellectual property protection is important, but its role is to protect the value created in the brand, not to actually create value in the brand.
This blog is supported by the ethical brand consultancy, Scamper Brand Strategy.
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