Branding Tips to Increase Sales
Previously we posted that formation of a business name is not sufficient to establish trademark rights. Generally, in order to acquire rights in and own a trademark, one needs to:
Can a trademark have value separate from the company's physical assets?
Trademarks can be a valuable asset to a company. The trademark "COCA-COLA" has been estimated to have a value ranging from twenty to seventy billion dollars under various valuation models. Commentators have noted that if all of the physical assets of the company were destroyed (e.g. the buildings, the trucks, the bottling companies), the "COCA-COLA" trademark and other intellectual
property would be sufficient valuable to enable positive cash flow within one year. In other words, its branding and other intangible assets would comprise all that is necessary to fuel its rebirth. The time and money that the company has spent on its brand has built recognition and loyalty that support demand for its products worldwide.