Building a Strong Brand
This guide’s focus is on how to create, use and protect a strong brand. It explores which intellectual property (IP) and other rights are involved and how they can be used together for this purpose.
Chapter 1 explains why having a strong brand is important and why brands are valuable. It also looks at what makes a brand successful, the characteristics a strong brand typically possesses, and how branding strategy and the overall business strategy should be interlinked.
Chapter 2 provides practical guidance on how a strong basic brand identity is created including how to choose a distinctive name and what other aspects are required to build value in the brand proposition. It also addresses how you can tell whether your efforts are paying off.
Chapter 3 aims to help you determine which elements within your brand can be registered and which ones should be prioritised. It also looks at a broader range of assets which go beyond IP rights such as the domains you should obtain, and how your registered rights can provide a framework that supports your other assets and brand characteristics such as your brand values.
Finally, Chapter 4 sets out steps to defend your brand and ensure that it remains distinctive in the marketplace.
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Episode 8 - Building A Strong Brand (Zooshy)