Innovation and IP as part of the company’s branding strategy
With the steadily increasing role of technology in society, many companies seek to promote their innovative power more widely, as an integral part of their overall brand image. Zeeger Vink explores how IP rights can support such a strategy
The terms New, Improved or Patented will hardly surprise
consumers anymore, as they have been used throughout time to
communicate product innovations. Today, with the steadily
increasing role of technology in society, many companies seek
to promote their innovative power...
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