3:05 PM – 4:20 PM
Session IV—The Link Between Brand Value and Innovation – Concepts and Implications
Everyone talks about brands, from CEOs to advertisers to investors to consumers; what should I buy, why should I buy, and, what do brands mean. Needless to say, for many businesses, their brand is their most significant asset.
Trademarks, brand value, and innovation are often described in non-causal terms such as strong customer loyalty, brand identity, or brand innovation. These are used to support traditional valuation models without much emphasis on what is causal in the underlying assumptions. Annual reports tout the importance of trademarks and other intangible assets, but valuing a brand can be a difficult exercise for business and legal teams.
Additionally, Generation Y and Generation Z are changing traditional paradigms when it comes to brand choice and brand loyalty. Millennials are bombarded with more than 5,000 marketing messages a day. How can your brand be relevant to them? How can you build brand value by engaging younger consumers?
Hear from leading experts on how to reframe the discussion to focus on causal connections between trademarks and brand value, and how trademarks relate to unmeasured intangible assets. Also, learn more about cutting-edge research regarding trademarks and other proxies as predictors of innovation. Ultimately, during this session, participants will gain new insights in how to communicate the value of their brands to the C-suite and the “Street.”
Elisabeth Bradley, Bristol-Myers Squibb Company (United States)
Brian Daniel, Charles River Associates, Inc. (United States)
Andrea Gerosa, ThinkYoung (Switzerland)
Prof. Kyle Welch, George Washington University (United States)