Brand Strategy and IP Rights

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  • ブランド戦略と知的財産
  • ブランド センリャク ト チテキ ザイサン

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Abstract

<p>The difference between “Brand” and “Trademark” is rather vague. Are there different ones? The brand can be defined as total elements which can be recognized as personality/indication of origin of products, services and companies. Trademark is an element of “Brand”. Protection of Brand/Powerful brand enables a company to communicate with consumers more easily, and this may result in acquisition of competitive advantage other than cost, volume and technology. This article introduces some examples of brand strategy and its relationship with Intellectual Property rights.</p>

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