Vedder Thinking | Articles Jason K. Schmitz Published in The Licensing Journal
Shareholder Jason K. Schmitz's article, "The Power and Importance of Your Brand: Practical Guidance for Implementing and Improving your Brand Protection, Enforcement, and Monetization Strategy on any Budget," was recently published in the June/July edition of The Licensing Journal.
Mr. Schmitz discusses how our data-rich marketplace is constantly evolving as a result of the growing power of data analytics and that these changes have resulted in a faster moving and more competitive marketplace with more savvy consumers. This requires companies to continually evaluate the strength and appeal of their brands in this increasingly competitive environment. Mr. Schmitz describes the various aspects of a brand strategy program that companies should consider in order to optimize the protection, enforcement and monetization of their brands and concludes with a best practices checklist that companies can use when implementing their brand strategy program.
To read the article in full please download the attachment.