文档介绍：Hurmelinna-Laukkanen, P., Juntunen, M., Saraniemi, S. & Alahuhta, J. (2009) The strategic use of intellectual property rights in coq)〇rate branding - Visual identity perspective. Proceedings of the Academy of Marketing Annual Conference, Leeds, UK, 6-7 July, 2009.
The strategic use of intellectual property rights in corporate branding - Visual identity perspective
Pia Hurmelinna-Laukkanen Mari Juntunen Saila Saraniemi Jenni Alahuhta
University of Oulu,Oulu,Finland Abstract
Despite the increasing interest in both academia and business, and multidisciplinary nature of the corporate branding research, legal protection mechanisms of the brands - most notably intellectual property rights (IPRs) - are seldom discussed in detail in the studies. However, we argue that IPRs including not only trademarks (which have so far been practically the only discussed aspect) but also . trade names,copyright, design rights and petition, may be important aspects to consider in corporate branding discussions. Also, we assert that IPRs should be seen as a strategic tool instead of some external factor that can only be reacted to.
Therefore, this conceptual paper aims at providing an ovenaew of how relevant IPRs actually are in relation to branding, and corporate branding in particular. We examine how IPRs can be used in relation to different elements of symbolic perspective on corporate branding, namely corporate visual identity (CVI). This focus area has been chosen especially because of the tangible nature of CVI,which makes it vulnerable to imitation,yet well protectable with IPRs. The study presents different CVI elements and their legal protection mechanisms, and suggests that aligning branding and IPRs strategically from the very beginning of pany establishment is necessary. With this study, the authors encourage further empirical studies in the research area.
Categories Brand identity and corporate reputation petitive Paper
Keywords Corporate branding, corporate visual id