WIPO Report Explores Role of Branding in Global Economy & within Innovation Ecosystem Geneva, November 14, 2011 The World Intellectual Property Report 2013 – Brands – Reputation WIPO publication – shows that companies around the globe have spent nearly a half-trillion US dollars (USD) annually on branding, while accounting in some countries for up to a quarter of firms’ overall investments in intangible assets, exceeding outlays on research and development and design. 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. Brands are an important aspect of everyday life. Yet, evidence on the economy-wide implications of branding is still limited. This report hopes to shed new light on the economic role of brands and to contribute to evidence-based policy-making.
Posted on: Fri, 15 Nov 2013 16:01:04 +0000
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