1. How to Add Value to Your Business Through Trademarks and Brand
Interview by Helen Winsor, IQPC Exchange
Petra Herkul, Head of Trademarks at DSM, joins IQPC Exchange to discuss how companies
can leverage brand equity to add value to their business, and identify potential value from
their trademark portfolios.
IQPC Exchange: Petra, welcome to the show. Great of you to join us ahead of the event. I've
got a few questions for you today. First of all, we're finding now more than ever that heads of
trademark we speak with are interested in finding how their trademarks and brands can add
value to the business. Why do you think that is?
P Herkul: in most cases, businesses realise that they need more than they currently have to
bring value into the market. Especially in the current days with the economic circumstances,
everybody is looking at ways they can bring in more than they're currently doing. From my
perspective, trademarks and especially brands can really help the business in that. Therefore,
I think that is one of the aspects that leads to more and more attention in what we can do with
branding, questions within businesses, and therefore there are logically questions from
people like me in how can we increase the value, how can we support the business in looking
at this in a different way, what are the possibilities. That can go as far as how do you establish
a brand until how can we make a valuation to see what it's worth and how we can increase
that value.
IQPC Exchange: In what ways do you think brands can add value to a business, and how
can companies leverage brand equity to add value?
Download the full interview here: http://bit.ly/W5dwh0
Alternatively request a copy by sending an email to exchangeinfo@iqpc.co.uk
Visit Global IP Exchange Resource Library: http://bit.ly/UAeVR8 for complimentary reports,
whitepapers, articles and podcasts. The resource library includes interviews with IP Directors
of Syngenta AG, GN ReSound, DSM, Lafarge, Reliance and more sharing their insights about
some of the most pressing issues affecting IP departments today.
The event is scheduled to take place from 3rd - 5th March 2013 at the Dolce Hotel Munich.
For information, please visit www.globalipexchange.co.uk, email exchangeinfo@iqpc.com, or
call +44 0207 368 9340.
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