Your brand and products represent your company and its vision. In order to remain successful in today’s hyper-competitive market place, you must build the right images and messages so that your products stand out from a crowd full of competitors.

Protect your assets to maintain your company’s credibility

From a legal standpoint, you should make a clear distinction between a trademark and your company’s legal name under which it operates. Your trademark must be registered in order for it to be legally valid and protect it against other claimants.

Today, many companies are based on the knowledge economy—and this knowledge must be protected as it is extremely valuable. According to Neil Milton, expert in intellectual property: “If companies do not protect their knowledge and know-how, they could spend hundreds of thousands—if not millions—of dollars…only to discover that someone else is reaping the rewards.” Intellectual property rights represent a commercial asset and increase your company’s value. Investing in the intellectual property rights of your business is an important aspect of your strategy to ensure a long-term and unique position in the market.

The role of marketing

Marketing must play an important role in defining and managing your brand and related assets.

Your brand is your identity. It is your company’s promise for quality and reliability. Your brand cannot simply exist. You must promote it, position it and define its image (logo). Your brand will also be paramount in how you decide to market your products.

Your company’s brand is at the core of your marketing strategy, because it is, to a great extent, the DNA of your company and products. Therefore, you should take the time to reflect in advance what image you want your company and products to have. Work with brand professionals to help you properly define your DNA, positioning and overall brand.

Investing in your brand, both in terms of its image and intellectual property, will be extremely beneficial for your company. Did you know that some brands that became popular in the 1920s are still major industry players today? Consumers flock to them because they feel they can trust these brands, due to the fact they stood the test of time. Would  you like to be one of the select few brands that evolves—yet remains relevant—throughout the ages?


Office de la propriété intellectuelle du Canada. Le guide des marques de commerce. Gouvernement du Canada.

Zandri, Paige. What Marketers Need to Know About Protecting Intellectual Property. Marketing Tech Blog.

BDC. Protéger la propriété intellectuelle.

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