Branding and Co-Branding: How Much Do They Really Contribute to Innovation?

Branding and Co-Branding: How Much Do They Really Contribute to Innovation?

Do trademarks and branding now play a bigger role in driving innovation than patents and copyright? Some will argue so and support for this claim rests largely on observed positive correlations, usually at the aggregate level, between trademark filing activity (as a proxy for branding) and greater business activity. This event will review the conceptual foundations for this claim, offer a framework for understanding the dynamics of branding and innovation at the company level, and suggest that co-branding might be potentially more conducive for innovation.

Speaker: Neil Wilkof
Chair: Dr Ilanah Fhima (UCL)

This event will take place on Thursday, 25 January 2018 from 16.15-17.30 at UCL Roberts Building 508, Malet Place (off Torrington Place), London WC1E 6BT. For more information and to book your place, click here.