A strong brand can be one of your most valuable assets. It’s a tool to communicate, build loyalty and drive new revenue. But effective brand management is not just about trademarks – there are many other legal issues that can impact positively or negatively on your brand’s reputation and value. Businesses must break down the silos between marketing, business and legal departments to ensure that there is a consistent approach to brand management. A holistic and collaborative strategy will save you time and money in the long-run.
In this first installment of our Total Brand Care video series, Lloyd Parker, Head of IP – Asia Pacific and Middle East, and Office Managing Partner for our Tokyo office, talks to James Nurton about the idea behind the Hogan Lovells Total Brand Care concept and why brand management is more important than ever in today’s globalized and digital world. Lloyd provides an insight into what makes a strong brand and why it’s critical to get brand creation right from the start – involving stakeholders from across the organization.
Watch the full clip here.