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23%OFFAnne H. Chasser - Brand Rewired: Connecting Branding, Creativity, and Intellectual Property Strategy - 9780470575420 - V9780470575420
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Brand Rewired: Connecting Branding, Creativity, and Intellectual Property Strategy

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Description for Brand Rewired: Connecting Branding, Creativity, and Intellectual Property Strategy Hardcover. * Brand Rewired showcases the world's leading companies in branding and how they have added value to their company by rewiring the brand creation process to intersect strategic thinking about intellectual property without stifling creativity. Num Pages: 224 pages, Illustrations. BIC Classification: KJS. Category: (P) Professional & Vocational. Dimension: 237 x 156 x 21. Weight in Grams: 426.

Discover how the world's leading companies have added value to their company by rewiring the brand creation process

Brand Rewired showcases the world's leading companies in branding and how they have added value to their company by rewiring the brand creation process to intersect strategic thinking about intellectual property without stifling creativity.

  • Features interviews with executives from leading worldwide companies including: Kodak, Yahoo, Kraft, J.Walter Thompson, Kimberly Clark, Scripps Networks Interactive, the Kroger Company, GE, Procter & Gamble, LPK, Northlich and more
  • Highlights how to maximize return on investment in creating a powerful brand and intellectual property portfolio that can be ... Read more
  • Reveals how to reduce costs in the brand creation and legal process
  • Illustrates how a brand strategy intersecting with an equally powerful intellectual property strategy produces a greater economic return and more rewards for the brand project leaders

Innovative in its approach, Brand Rewired shows you how how leading companies are abandoning the old school research-and-development-driven innovation philosophy and evolving to a Brand Rewired approach of innovating at the consumer level, using multi-disciplinary teams to build a powerful brand and intellectual asset to maximize return on investment.

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Product Details

Format
Hardback
Publication date
2010
Publisher
John Wiley & Sons Inc
Condition
New
Number of Pages
240
Place of Publication
New York, United States
ISBN
9780470575420
SKU
V9780470575420
Shipping Time
Usually ships in 7 to 11 working days
Ref
99-50

About Anne H. Chasser
ANNE H. CHASSER was named one of the fifty most influential people in the intellectual property world by Managing Intellectual Property magazine and served as commissioner of trademarks for the United States Patent & Trademark Office and president of the International Trademark Association. As Associate Vice President for Intellectual Property at the University of Cincinnati and Director of Trademarks and ... Read more

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