Brand and Reputation
Why Are Brand and Reputation Important?
Brand-related IP assets are usually the first and most recognizable assets in any business, the name of the company or the names of its products and services. These names or brands accrue goodwill whether they are backed by registered trade marks or not.
Typically more established companies with a longer track are likely to have built a reputation and have more goodwill, but of course these days a pre-revenue start up that’s caught the attention of the market and the media can often quickly build brand value.
Numerous activities can contribute to your company’s brand and reputation, including an active marketing and public relations strategy, winning industry awards, presence/presentation at trade shows and industry-specific conferences, loyal and repeat customers or a track record of innovation or product development.
These activities make your company, products and services more visible and recognizable and they underpin the value of the brand and this is often one of the most valuable assets in a business.
