It is estimated that intellectual property comprises a full 80 percent of the value of most businesses today. A good percentage of this value comes from the goodwill consumers associate with the company's image and brands. Protecting and enhancing these intangible assets involves a multi-disciplinary approach, including marketing and communications management, the careful selection and administration of licensing programs, and a targeted approach to registration and enforcement of the intellectual property surrounding the product/service—a mix of trademark, copyright, and patent protection.
This article is the first in a six-part series that will explore how companies can leverage and protect intellectual property to enhance their reputations and grow the value in their brands. In today's article, we will look at the doubled-edged sword offered by social media and the online world in general, which present both a tremendous boon and risk to brand growth and protection.