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STRATEGIC BRAND MANAGEMENT: PRESENTATION OF IP2 AT WHU

STRATEGIC BRAND MANAGEMENT: PRESENTATION OF IP2 AT WHU

For the second time Dr. Bernd Fabry, Managing Director at IP2, gave a lecture on the strategic importance of brands and trademarks at the WHU (Otto Beisheim Business School) on its Düsseldorf’ campus.

Invited by Prof. Tim Brexendorf, Professor of Marketing and Director of the Henkel Center for Consumer Goods (left), Bernd Fabry explained for students in the course of their MBA course the monetary value of intangible assets for companies and provided basic information on trademark filings, obstacles for their registration, their enforcement and illustrated the problem of likelihood of confusion by various case studies.

The presentation can be downloaded from IP2 Download Area.

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