Are Your Brand-Building Efforts Paying Off?

A brand is an asset --albeit intangible-- that must be managed just like any other corporate asset. When a brand campaign is undertaken, its expected return on investment (ROI) needs to be measured. Find out why and how in Part 2 of this series, "Managing Your Brand as an Intangible Asset."

Digital Asset Management

In the virtual age of the Internet, brand is everything. Digital asset management is just as important in controlling brand usage as it is in brand creation. Learn how a digital asset management system can affect your Brand ROI in this informative article Part 1 of this series, "Managing Your Brand as an Intangible Asset".

Brand Value and Stadium Naming Rights

How much should a company pay for naming rights? Learn how to quantify squishy marketing reasons into hard numbers, and identify demand drivers to determine how they affect the naming right opportunity.

Should I Trademark My Domain Name?

The U.S. Patent and Trademark Office ("PTO") will allow you to register your Internet domain name as a trademark if it is used to identify and distinguish your goods or services from the goods or services of others, and to indicate the source of your goods or services.