Using trademarks, design rights and copyright to protect innovation

In this chapter, Partner Gregor Kleinknecht, discusses the role of branding and design, arguing that they are key to turning innovation into marketable and commercially successful products. As the importance of brand rights have increased in the global economy, Gregor notes that brand protection challenges and threats to brand integrity are becoming increasingly demanding for brand owners.

Gregor also discusses IP rights and how they protect different aspects of a product. The chapter also focuses on the value of trademarks in protecting innovation.

This chapter was originally published in “Growing Business Innovation: Creating, Marketing and Monetising IP”, and can be purchased here.