Building, Protecting And Expanding A Brand

Law360, New York (June 22, 2011, 5:27 PM EDT) -- A brand is a set of distinguishing characteristics that differentiates a company, product or service from others. It ultimately serves as a road map for purchasing behavior.

Successfully branded products or services typically command prices and profit margins that are significantly higher than if the products or services are priced as poorly identified and undifferentiated commodities, without the perceived and actual value demonstrated by the brand. Indeed, brands are some of the most powerful and sustainable wealth creators in the world, and are arguably an organization’s...
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