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NISCAIR ONLINE PERIODICALS REPOSITORY (NOPR) >
NISCAIR PUBLICATIONS >
Research Journals >
Journal of Intellectual Property Rights (JIPR) >
JIPR Vol.17 [2012] >
JIPR Vol.17(5) [September 2012] >
| Title: | Branding and Business Management: Leveraging Brand Names for Business Advantage |
| Authors: | Thakur, Aditi Verma |
| Keywords: | Leveraging brands
Primary IP
Secondary IP
Branding strategies
Value transference
Genericization of trademarks |
| Issue Date: | Sep-2012 |
| Publisher: | NISCAIR-CSIR, India |
| Abstract: | Smart branding
of offerings is imperative for businesses today. Brand names in the
contemporary commercial world not only serve as tools of competition in the
global market-place, but also as a means of commercialization and business
expansion. Utmost care is required while handling the brand name of a business
at all stages, i.e., while selecting, protecting and enforcing a brand name on
one hand, and while taking steps for its growth and development on the other.
Key consideration is required to be given to the commercial as well as the
legal aspects of branding and business management.
In this article, an attempt has been made to
generalize the outlook of business units with respect to their intellectual
properties, viz., patents, design rights, copyrights, trade secrets and
trademarks. It is also attempted to bring to light a few basic branding
strategies, for which parameters have been defined. Using any or a mix of
branding strategies, the business units can improve upon their branding models
and leverage from their scopes. A branding model apposite to a particular
business unit could greatly facilitate its sustainable growth and development
in today’s commerce-oriented system. |
| Page(s): | 374-384 |
| CC License: |  CC Attribution-Noncommercial-No Derivative Works 2.5 India |
| ISSN: | 0975-1076 (Online); 0971-7544 (Print) |
| Source: | JIPR Vol.17(5) [September 2012]
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