Brands – Reputation and Image in the Global Marketplace
Brands are an important aspect of everyday life. For companies, the reputation and image that brands convey can be an important source of competitive advantage. Yet, evidence on the economy-wide implications of branding is still limited.
WIPO's World Intellectual Property Report 2013 explores the role that brands play in today’s global marketplace. The Report looks at how branding behavior and trademark use have evolved in recent history, how they differ across countries, what is behind markets for brands, what lessons economic research holds for trademark policy, and how branding strategies influence companies' innovation activities.