文档介绍：Hurmelinna-Laukkanen, P., Juntunen, M., Saraniemi, S. & Alahuhta, J. (2009) The strategic use of intellectual property rds Corporate branding, corporate visual identity system, Intellectual property rights The strategic use of intellectual property rights in corporate branding ・ Visual identity perspective
Keywords: Corporate branding, corporate visual identity system, Intellectual property rights
INTRODUCTION
Corporate branding is a relatively new and multidisciplinary area in academic discussions (see, ., Balmer, 2001 Bickerton 2000; Kiiox & Bickerton 2003). Corporate branding can be defined as "a systematically planned and implemented process of creating and maintaining a favourable image and consequently a favourable reputation for the company as a whole by sending signals to all stakeholders and by managing behaviour, communication, and symbol- ism"
(Einwiller & Will, 2002, p. 101). The research area has faced increasing interest and the subsequent outputs since the turn of the century (Ahoncn, 2008). However, certain areas have been overlooked. Despite the multidisciplinarity, legal issues, like intellectual property rights (IPRs), are seldom discussed in corporate branding studies. We argue that IPRs are by no means insignificant when branding is of concern: they are not just a necessary evil or some external issue (.? Cornelissen and Elving, 2003) that is taken as given, but that they can be used as a strategic tool in branding. After all, IPR issues emerge from the very beginning of company establishment, product launches and the related branding activities. A company that is building and introducing a new brand needs to acknowledge the existing trademark rights of others, for instance, and know the restrictions to using and registering trademarks. Later on, the rights need to be executed and defended, if necessary.
Even if the substantial value that can be derived from brand names and trademarks has given start to considerable research on prote