Jenni Romaniuk, in her book, Building Distinctive Brand Assets researched the extent to which various types of brand assets can substitute for the brand name once a brand becomes sufficiently well-known.

The assets Jenni Rom

Introducing Brand Tuned

To give businesses the best start in life when it comes to developing a new brand, it is essential that intellectual advice is taken during branding projects so the brand can stand, be distinctive, and us

Let’s begin by considering the terminology as it’s all too common when it comes to brands to find people have different meanings in mind. I’ll then explain the role of trademarks and why and how to be strategic with them.

In my post last week, I mentioned that Intellectual Property (IP) has an image problem and might need a rebrand.

There are lots of reasons I think IP has an image problem. For example, a marketer friend once advised me to rem

As trademarks give their owners a monopoly right to identify their products or services an important caveat about them is that they must be distinctive.

A generic identifier such as the colour yellow for Cheerios or a name t

The difficulty with colour as a brand identifier is that there is no interim legal protection available to rely on as you build up recognition. You may remember from a previous blog post that Coca Cola had design protection of

The brand name and codes play an important role in the management of competition.

Inevitably competitors will try to capture some of the market shares of any brand that discovers a lucrative market opportunity. They copy busi

There are two drivers of brand asset strength: uniqueness and fame.

For example, when you see the swoosh logo of the Nike brand you know it represents Nike even though it may be featured on its own with no name accompanying it.

There is a saying, reportedly Chinese in origin: May you live in interesting times. This is said ironically and almost as a curse because ‘uninteresting times’, of peace and tranquillity, are more life-enhancing than interesti

One of the most serious problems with IP is that there are so many myths, and so much misinformation around it. The subject is not easy for people to understand, therefore, because they will be fed wrong information, sometime

Intellectual Property (IP) has an image problem. This may be why its relevance to branding is often misunderstood. If you want to create a winning brand name or are embarking on a branding exercise focus on the intersection be...