The Value of Brands and Reputation in the Global Marketplace
Everyone understands the value of business brands for consumers and sales, but the evidence on the economy-wide implications of branding is limited. For example, how much do companies invest in branding relative to other tangible and intangible assets? In which ways are there markets for brands? How do branding choices affect the functioning of market competition? Do branding activities affect the pace of product innovation? How does trademark policy affect brands?
To understand more about these critical issues ITIF is hosting a panel for the U.S. release of the World Intellectual Property Organization’s (WIPO) new 2013 World Intellectual Property Report: Brands-Reputation and Image in the Global Marketplace.