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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
ISSN: 0975-1076 (Online); 0971-7544 (Print)
Appears in Collections:JIPR Vol.17(5) [September 2012]

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