Brand Ownership

Brand Ownership means building a brand that reflects your values and persuades consumers to believe in and purchase your product.

Learning Objective

Describe brand ownership and the rights of brand owners.

Key Points

To really own your Brand, you must have a clear understanding of where your brand stands today and a concrete strategy that outlines how you wish to manage and grow your brand.
Equally important is understanding what makes your brand different and creating clear and persuasive messaging communication targeting your end consumer.
When you truly own your brand, your money is spent wisely on marketing that is targeted, sharp and effective because you have a sophisticated understanding of the marketplace, your product/service, your consumer base and your strategy.
A brand owner may seek to protect proprietary rights in relation to a brand by registering it to become a "Registered Trademark".
Also, a firm or licensor can also grant the right to use their brand name, patents or sales knowledge in exchange for some form of payment.
Brand ownership should also be considered the responsibility of its management and employees.

Terms

Brand Name
A term, design, symbol, or any other feature that identifies one seller's goods or services as distinct from those of other sellers.
Registered Trademark
Designated by ® (the circled capital letter "R"), is a symbol used to provide notice that the preceding mark is a trademark or service mark that has been registered with a national trademark office.

Example

Steve Jobs was considered a leader in shaping the identity of Apple and a key attribute for the brand, which has helped fuel a very high stock price for the company. His clear vision and leadership attracted the best talent, which then yielded some of mobile technology's most innovative products to date.

Full Text

Brand Ownership

Brand ownership is about building, developing and sustaining a brand that reflects your principles and values and which effectively persuades consumers to believe in and purchase your product/service.

In order to really own your brand, you must have a clear understanding of where your brand stands in the marketplace today, and a concrete strategy that outlines how you wish to manage and grow your brand moving forward. Equally important is understanding what makes your brand different. You must also create clear and persuasive messaging communication targeting your end consumer. You should also develop a plan to reach your goals in a realistic and organized fashion.

When you truly own your brand, your money is spent wisely on marketing that is targeted, sharp and effective because you have a sophisticated understanding of the marketplace, your product/service, your consumer base and your strategy. This will translate into disciplined and effective brand management that will enable you to remain relevant in a rapidly-changing [and oftentimes saturated] marketplace.

Brand ownership should also be considered the responsibility of its management and employees. Steve Jobs, for example, was considered a leader in shaping the identity of Apple, which has helped fuel a very high stock price for the company. As a result, the brand image and reputation has attracted some of the world's best talent which, in turn, has yielded an variety of innovative mobile products that will undoubtedly be marked in the history of popular consumer culture.

A brand owner may seek to protect proprietary rights in relation to a brand by registering the trademark such that it becomes a "Registered Trademark. " Also, a firm or licensor can also grant the right to use their brand name, patents or sales knowledge in exchange for some form of payment.

The Registered Trade Mark Logo

This symbol is designated by ® (the circled capital letter "R")

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