Trademark and Branding Strategy

Trademarks form an integral part in a business’ marketing strategy. These are the knowledge based assets which, when used judicially and optimally, can help a business gain competitive advantage unknown hitherto. Brand-building focuses on specifically defining what the brand stands for, and establishing its relevance to the consumer. This creates competitive advantage by building value around unique meanings and social significances. In the present global economy, it becomes inevitable to have a proper branding strategy in place with international focus. This video gives an insight into • Value of trademark & branding. • International branding challenges. • Trademark protection and branding strategy. • Comparative advertising and branding.