What’s in a brand? You’ll get a different answer depending on who you ask. The concept of a brand is broad enough to capture a great diversity of constituent elements and interests. Despite, or perhaps because of this, powerful brands have as a central feature the capacity for people to unite around a common theme, a shared vision, an emotional connection. With the brand value of each of the top ten of Interbrand’s Best Global Brands 2013 estimated to be worth over $30bn (and in some cases much more), there’s certainly no doubting the value of a strong brand.
From a legal point of view, the word brand instantly conjures up the notion of trade mark rights (both registered and unregistered). However, other IP rights come into play too, notably copyright and designs.
In this edition of BrandWrites we take a look at a range of topics relevant to the life cycle of a brand. From the creation of rights in brands (e.g. the new gTLD regime), through the enforcement of rights (e.g. Rihanna’s rights in her ‘personal’ brand), to brand exploitation (e.g. endorsement contracts and ambush marketing), these are issues which brands interact with on a daily basis. Hopefully, some food for thought for those with an interest in nurturing a successful brand.
This article is part of the BrandWrites Newsletter for November 2013, click here to read the full publication.