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Article: What's In A Name Or Logo, Design, Shape Or Packaging?
- Article from:
- Mondaq Business Briefing
- Article date:
- November 4, 2009
CopyrightCOPYRIGHT 2009 Mondaq Ltd. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Executives often underestimate the value of their marketing tools when assessing their company's worth. Indeed, the brand under which a company's products or services are offered is often overlooked by the company in favour of the products or services themselves. This mindset can result in expensive mistakes and lost opportunities, particularly in the context of asset valuation, dealing with aggressive competitors, or even assessing the return on an advertising campaign.
The worth of a trade-mark can be as high as the value its owner places on it. A trade-mark can be a word, logo or design that distinguishes your company's products or services from those of your ...