The latest blog in our brand strategy series takes a look at the immense value that a brand can add to a company, and the extreme measures that some companies take to protect that value. Specifically, we explore a relatively hidden practice of the high-fashion industry under which millions of dollars of tangible assets are destroyed in order to protect the accumulated intangible value of the luxury brands. Aside from shedding some light on just how much value a well constructed and well protected brand can offer, the blog opens a potential ethical debate on such extreme protective measures
For the full article, please click
here
Many valuable patents today derive their value from the size of the product market employing the underlying invention, which might be a very small and marginal feature whose value can be traced back to a few words in the patent claims. That type of analysis is focused on 'enforcement valuation' based on the breadth and coverage of the claim language, as opposed to the magnitude of the problem that the invention is addressing. In this blog from a couple years ago, we address the question of
whether there is a better way to measure the value of patents that would reflect the impact of the underlying innovation on people and markets.
For the full article, please click
here