Brand Rewired : Connecting Branding, Creativity, and Intellectual Property Strategy

Anne H Chasser

ISBN 10: 0470575425 / ISBN 13: 9780470575420

Edité par Wiley Jul 2010, 2010

A propos de cet article

Neuware - Discover how the world's leading companies have added value to their company by rewiring the brand creation processBrand Rewired showcases the world's leading companies in branding and how they have added value to their company by rewiring the brand creation process to intersect strategic thinking about intellectual property without stifling creativity.\* Features interviews with executives from leading worldwide companies including: Kodak, Yahoo, Kraft, J.Walter Thompson, Kimberly Clark, Scripps Networks Interactive, the Kroger Company, GE, Procter & Gamble, LPK, Northlich and more\* Highlights how to maximize return on investment in creating a powerful brand and intellectual property portfolio that can be leveraged economically for many years to come\* Reveals how to reduce costs in the brand creation and legal process\* Illustrates how a brand strategy intersecting with an equally powerful intellectual property strategy produces a greater economic return and more rewards for the brand project leadersInnovative in its approach, Brand Rewired shows you how how leading companies are abandoning the old school research-and-development-driven innovation philosophy and evolving to a Brand Rewired approach of innovating at the consumer level, using multi-disciplinary teams to build a powerful brand and intellectual asset to maximize return on investment.

N° de réf. du vendeur 9780470575420

Détails bibliographiques

• Titre: Brand Rewired : Connecting Branding, Creativity, and Intellectual Property Strategy
• Éditeur: Wiley Jul 2010
• Date de parution: 2010
• Langue: anglais
• ISBN à 10 chiffres: 0470575425
• ISBN à 13 chiffres: 9780470575420
• Reliure: Buch
• État de l'article: Neu
• Dimensions: 235 L x 157 H x 18 P (en millimètres) 235 millimètres de largeur par 157 millimètres de hauteur par 18 millimètres de profondeur
• Poids: 509 grammes

A propos de ce titre

Synopsis

Discover how the world's leading companies have added value to their company by rewiring the brand creation process

Brand Rewired showcases the world's leading companies in branding and how they have added value to their company by rewiring the brand creation process to intersect strategic thinking about intellectual property without stifling creativity.

• Features interviews with executives from leading worldwide companies including: Kodak, Yahoo, Kraft, J.Walter Thompson, Kimberly Clark, Scripps Networks Interactive, the Kroger Company, GE, Procter & Gamble, LPK, Northlich and more
• Highlights how to maximize return on investment in creating a powerful brand and intellectual property portfolio that can be leveraged economically for many years to come
• Reveals how to reduce costs in the brand creation and legal process
• Illustrates how a brand strategy intersecting with an equally powerful intellectual property strategy produces a greater economic return and more rewards for the brand project leaders

Innovative in its approach, Brand Rewired shows you how how leading companies are abandoning the old school research-and-development-driven innovation philosophy and evolving to a Brand Rewired approach of innovating at the consumer level, using multi-disciplinary teams to build a powerful brand and intellectual asset to maximize return on investment.

À propos de l'auteur

ANNE H. CHASSER was named one of the fifty most influential people in the intellectual property world by Managing Intellectual Property magazine and served as commissioner of trademarks for the United States Patent & Trademark Office and president of the International Trademark Association. As Associate Vice President for Intellectual Property at the University of Cincinnati and Director of Trademarks and Licensing at The Ohio State University, she has achieved top-level executive experience in both government and higher education administration. Chasser is widely recognized as a visionary thought leader in intellectual property.

JENNIFER C. WOLFE, ESQ., APR, is the founder of Wolfe LPA, one of the fastest growing woman-owned intellectual property and corporate counsel law firms. Clients have included Kraft Foods, Scripps Networks Interactive, The Kroger Co., Luxottica Retail, and many emerging media and technology companies. One of the only attorneys also nationally accredited in public relations, Wolfe is widely known for her unique and outside-the-box thinking. She is certified as a Six Sigma Black Belt and has been a regular contributor to national legal and technology publications.