Brand rewired : connecting intellectual property, branding, and creativity strategy /
""How do Procter & Gamble and Google and companies like them build a billion-dollar brand? They design strong intellectual property strategy into their innovation and branding processes through the power of collaboration and interdisciplinary teams. Whether a company is maintaining a b...
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| Format: | Electronic eBook |
| Language: | English |
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Hoboken, N.J. :
Wiley,
©2010.
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| Subjects: | |
| Online Access: | CONNECT |
Table of Contents:
- Brand Rewired: Connecting Intellectual Property, Branding, and Creativity Strategy; Contents; Preface; Acknowledgments; Chapter 1: The Billion-Dollar Question; Chapter 2: Value Is in the Eye of the Beholder; Chapter 3: Designing in IP; Chapter 4: The Influencers; Chapter 5: The Black Box; Chapter 6: Integrating a Brand Rewired Process; Chapter 7: The Brand Maestro; Chapter 8: The Thought Leaders; Epilogue: Brand Capitol and Brand Maestro; Appendix A: Discussion Questions; Appendix B: About the People Interviewed in This Book; Appendix C: Mutual Nondisclosure Agreement
- Appendix D: Sample Questionnaire for Planning SessionsAppendix E: Team Meeting Agenda; Appendix F: Sample Intellectual Asset Strategy Document; Appendix G: List of Trademarks; References; About the Authors; Index;
