Author: admin

A lot has been written about the recent successes at Apple, one issue is missing.

With its brand extensions Apple moved from a computer brand to an accessories brand. Already the iBook was marketed as an accessory, mostly through productplacement.
No matter the features, the iPod was and is foremost an accessory, a prestige product. Just ask some teenagers.
The same is true for the iPhone. Among managers the Blackberry still might be the leading phone. But if you ask freelances, architects, media people, the iPhone is the must-have accessory. 
And the iPad goes along the same route, few people will drop “real” computers and/or laptops completely.

And all those products are priced like other prestigious accessories, sunglasses, handbags, watches, jewelry.

Apple has proven a couple of things, brand extensions:

• work
• enhance brand image
• advance brands
• broaden the customer basis and
• open new sources of revenue and profit

As pointed out elsewhere, Apple recently passed Microsoft in market capitalization.

Mit obigem Ausspruch beginnt ein Zitat des Hauptgeschäftsführers des Markenverbandes in der FTD. Hier ist das Zitat:

“Markenführung erfordert konsequente Investitionen in die Marke und führt meistens erst Jahre später zum gewünschten Nutzen”, sagt Christian Köhler, Hauptgeschäftsführer beim Markenverband. Trotzdem seien solche Ausgaben für viele Firmen existenziell wichtig, glaubt Köhler, “denn langfristig sind heute die Assets nur in Marken und Mitarbeitern zu sehen”.

Warum sind Mitarbeiter so wichtig? Nun, wer kreiert denn IP?

With this sentence the managing director of the German association of brand owners is quoted in the German Financial Times FTD. Here is a translation:

“Brand Management requires consistent investment in the brand and often leads to the desired benefit after years only. Nevertheless, those investments are existential for many companies, because in the long run the only assets are brands and employees.”

Why employees? Well, who creates, nurtures and protects your IP?

Brand licensing is a great way to increase revenue from brands. But brand licensing is no quick fix, if you are looking for financing and are in need of larger sums.

The current credit squeeze has many companies looking for additional financing. Banks are tight and the financial markets are not too eager as well. 

An alternative for proprietors of brands is sale – lease-back for brands. If you want to know more, have a look at www.BrandCapital.us.

Es ist inzwischen weitestgehend akzeptiert, dass bis zu 75% des Unternehmenswertes auf IP basieren.

Wenn Sie dem zustimmen, wie ist Ihre IP Strategie?
Wie erlangen, pflegen, schützen und kapitalisieren Sie IP?