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Trademark Valuation: A Tool for Brand Management by Gordon V. Smith, Susan M. Richey

Trademark Valuation: A Tool for Brand Management Gordon V. Smith, Susan M. Richey ebook
Format: pdf
Publisher: Wiley
ISBN: 9781118245262
Page: 368

Oct 6, 2009 - Ingersoll-Rand, founded in 1905, was long known for its tools and machinery, which carved the faces on Mount Rushmore. The result is a 'balance sheet' that shows all your content assets and their respective values, which has real value as a management and decision-making tool. Mar 7, 2012 - Within the first year of building out her communications capability with this mindset, one CEO said a less expected — yet most valued — benefit was alignment and improved decision making for her leadership team. Jun 28, 2011 - By neglecting to play an aggressive defensive game—a Risk Intelligent approach to brand management—organizations leave themselves vulnerable to attack and rapid brand value erosion. A good brand is invaluable because it causes customers to prefer the brand over competitors. Jun 24, 2012 - Brand equity is a phrase used in the marketing industry to try to describe the value of having a well-known brand name, based on the idea that the owner of a well-known brand name can generate more money from products with that brand name than from products with a less well known name, as consumers believe that a product with a well-known name is better than Many experts have developed tools to analyze this asset, but there is no universally accepted way to measure it. €�It had Support trademarks represented sub- brands and provided a customer valued differentiation. €�Protecting a brand today is like fighting The images inevitably consist of the iconic symbols, logos and trademarks we encounter dozens of times a day on clothing, shopping bags, packages, sports arenas, office buildings and homepages. Intangibles are hard to value . Being the market leader and having a great corporate reputation can be post: This is the Biggest Risk of Investing. Once you've calculated the value your content asset register. Oct 6, 2013 - Although only acquired brands appear on a company's balance sheet, the notion of putting a value on a brand forces marketing leaders to be focused on long term stewardship of the brand and managing for value. Using content valuations for management decisions. Jan 21, 2013 - As well as physical objects like lawnmowers, a business can also own intangible assets like intellectual property, patents, trademarks, brand equity and goodwill. Ultimately The tools will vary depending on the size of your organization, the degree that brand management is embodied in the decisions you make, and the number of people actually involved in the development of communications. The company “We were spending millions of dollars on ongoing trademark maintenance,” according to Anand Chaturvedi, a marketing manager in Ingersoll-Rand Construction Technologies, who spearheaded the company-wide overhaul. Dec 2, 2012 - Finding companies with multiple sustainable competitive advantages will greatly improve the chances you have found a real value stock.