Abstract: Brand name is the main source of competitive advantage and a strategic investment of organizations. Maintaining brand name reputation is a concept of creating and sustaining an integrated and effective communication in order to create a favorable and lasting brand image in an enterprise by optimizing inter-organizational expertise of business partners and innovation project management for development of market and products. Brand in the traditional sense is defined as a name, term or phrase, symbol, sign, design or a combination of them which aims to introduce the product or service provided by sellers and thereby their products are distinguished from competitive products. According to David Aaker, brand is a symbol associated with a large number of assets and mental commitment and aims to identify and distinguish products. In the past, brand and trademark management was entrusted to public relations and middle managers. Analyzing and understanding the market showed that trademarks or brands have an important strategic role; thus, they should be under the direct responsibility of senior managers in a more proper manner. In fact, senior managers should act as custodians and protectors of the brand or trademark. According to these new responsibilities, they need an integrated review on trademarks to manage them.
کلید واژگان :Key words: trademark, brand custodian, rights of brand equity for trademark, trademark duty
ارزش ریالی : 300000 ریال
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