Brand rewired : connecting intellectual property, branding, and creativity strategy / Anne H. Chasser, Jennifer C. Wolfe.

""How do Procter & Gamble and Google and companies like them build a billion-dollar brand? They design strong intellectual property strategy into their innovation and branding processes through the power of collaboration and interdisciplinary teams. Whether a company is maintaining a b...

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Bibliographic Details

Main Author:	Chasser, Anne H.
Other Authors:	Wolfe, Jennifer C.
Format:	Book
Language:	English
Published:	Hoboken, N.J. : Wiley, ©2010.
Subjects:	Product management. Branding (Marketing) Intellectual property. Strategic planning.