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Articles

Strategic brand management in a global marketplace

April 10, 2013

Articles

Strategic brand management in a global marketplace

April 10, 2013

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Brands in the Boardroom 2013 – Key branding issues for senior executives in IAM Magazine

This article, “Strategic brand management in a global marketplace,” first appeared in Intellectual Asset Management, published by The IP Media Group. To view the issue in full, please go to www.iam-magazine.com.

In today’s globalised market, it is more important than ever to make smart decisions on trademark selection, registration and enforcement. A successful brand management programme can play a vital role in minimising risk and maximising value.

Fish’s Cynthia Walden wrote this article for IAM Magazine’s Brands in the Boardroom 2013. Ms. Walden provides valuable considerations around why “creating and maintaining a strong brand in the marketplace is critically important to a company’s long-term success and ultimate value” and can be read here.

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