Why Are Brand and Reputation Important? 

Strong brand and reputation instill palpable elements of trust, identity and empathy in your company. Brand-related IP assets, such as the accrual of goodwill in the registered or unregistered corporate name, are often present in more established companies, and could be both the brand of your company and of the services/products. Reputational IP assets are more common in smaller, new-start companies where the key personnel are often the face of your company. A key challenge within this IP asset area is the need to move brand and reputation from the key people to your organization creating an anthropomorphic identity.  Numerous activities can contribute to your company’s brand and reputation, including an active marketing and public relations strategy, awards, presence/presentation at trade shows and industry-specific conferences, exclusive supplier or customer relationships and/or continuous improvement and new product development.