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Monthly Briefing 2012-11
Trademark, Brand, Reputation, and Value: Blind men with elephants reprise?
Finishing up our IP sweep and transitioning into our periodic philosophical forays, our program 16 November at 10h00 ET looked at the concept of value proposition. Trademarks are supposed to indicate origin; brands convey a promise; reputation reflect an expectation, and value, well, it is in the eye of the beholder. Are these four sides of the same beast or is there benefit in making a distinction?
On our program, two guests wrestled this elephant to the ground. David Orozco is Assistant Professor of Legal Studies in Business, Florida State University. Jonathan Salem Baskin is a global brand strategist, speaker, and author, most recently of Tell the Truth. Nir Kossovsky, Executive Secretary of the Society, CEO, Steel City Re, and author, Reputation, Stock Price and You, moderated the Q&A.
If you want to understand the relationship between brand, reputation, and value, you'll want to listen to this conversation.
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