Managing and Exploiting Brands

Abstract

If a brand is to be exploited successfully by the trademark owner — or, more distantly, through licensees — it must possess distinctive appeals that invest it with commercial attractiveness. These appeals, referred to frequently as ‘equities’, are embodied in the physical or emotional satisfactions that the product or service delivers and are symbolized by the brand name and get up. The brand thus guarantees the authenticity of the product or service and thereby assures the purchaser that his requirements will be met.