品牌管理战略10个重点.pdfVIP

Metropolitan Corporate Counsel June 2003 Brand Management Strategies: 10 Key Points By Mary J. Hildebrand and Jacqueline Klosek This article is the second part our series on the management of intellectual property assets (“IP Assets”). The first part of this series focused on the management of IP Assets generally. In this part, we address the development, maintenance and growth of brands in connection with distinct products and services – in essence management of a trademark portfolio. Specifically, through this article, we present ten key points to be considered when developing and implementing a brand management strategy. Of course, strategic branding programs are highly specific to industries. As such, the following key points should be adapted as necessary to suit one’s particular product and service line. 1. Establish and Maintain the Brand As a threshold issue, it will be extremely important to establish and maintain the brand. When doing so, the adoption of a holistic approach, or an “overall brand strategy” is recommended. Such overall brand strategy should be implemented with full recognition that the brand may traverse numerous different product lines and geographic regions. Adopting an overall brand strategy also requires recognition that brands are significant to both the traditional retail and the online market. THE BRAND Various Geographic Various vertical regions markets Accomplishing an overall brand strategy requires close coordination between the licensor and licen