Build and Protect Your Company's Brand

A company's intangible assets, including its brand, may represent up to 80 percent of its corporate value, according to the United Nations' World Intellectual Property Organization. But many small businesses don't protect their brands legally in a manner commensurate with their potential monetary worth. Branding and intellectual property experts Anne H. Chasser and Jennifer C. Wolfe hope to change that with their new book, Brand Rewired (Wiley, July 2010). Chasser, former trademarks commissioner at the U.S. Patent and Trademark Office, and Wolfe, an intellectual property attorney and founder of Wolfe law firm in Cincinnati, spoke recently to Smart Answers columnist Karen E. Klein. Edited excerpts of their conversation follow.

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