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» Products & Services » » Sales and Marketing » Marketing Management » Deploying Marketing Programs » Brand Management

Developing Global Trademarks: Benchmarking Strategy & Process

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Published: Pre-2020

Delivery Format: Online PDF Document

 

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Based on a survey and executive interviews with 13 market leaders, this 40-slide study identifies differences in strategies and processes used to develop global trademarks.

Key topic areas covered include:

I. STRATEGY
• Trends in Approaches to Global Trademark Development
• Global Versus Regional Versus Country-Specific
• Methods Used to Find Commercially Viable Trademarks and Generic Names
• Types of Trademarks Preferred
• Timing of Creation of Trademark and Generic Names
II. PROCESS
• Internal Versus External Provision of Work and Vendors Used
• Searching and Filing Techniques
• Intentions Towards Madrid Protocol
• Approaches to Use of Domain Names

Readers will be able to understand other companies' approaches to trademark development, identify trends in trademark strategies, view geographical differences in trademark processes and gain insight from top executives' lessons learned in trademark development.

This study originated with the Business Excellence Board.

Industries Profiled:
Medical Device; Pharmaceutical; Biotech; Research; Health Care


Companies Profiled:
3M Pharmaceuticals; Sanofi-aventis; Endo Pharmaceuticals; Genzyme; United Laboratories; Inc.; AstraZeneca; Schwarz Pharmaceuticals; Johnson & Johnson; Merck; Eli Lilly and Company; Navigant; Pfizer; Schering-Plough

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