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n Without Prejudice - Brands - the hidden assets? : intellectual property

Volume 11, Issue 1
  • ISSN : 1681-178X
USD

 

Abstract

A company's brand is not its name, logo or website but rather the perception clients, investors, employees and members of the general public have of the company. In other words, it is the reputation of the company which makes up the company's brand and which, therefore, denotes the value of their brand equity.

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/content/jb_prej/11/1/EJC49423
2011-02-01
2016-12-10

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