WIPO/INPI Training Course on Branding

The course is jointly organized with the Institut National de la Propriété Industrielle (INPI), Paris, France

Content and Structure

  • Conceptual considerations
  • Why does branding matter?
  • The economic importance of brands
  • Branding instruments
  • The role of the trademark system in supporting the branding activities of firms
  •  Corporate branding and services branding
  • Financial value of brands
  • How do branding investments affect firms’ performance?
  • How does branding promote innovation?
  • Branding strategies and innovation strategies
  • Branding management
  •  The public relations perspective on branding
  • Nations branding

Course Basics