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Inventing Brand: Opportunities at the Nexus of Semiotics and Intellectual Property, Design Management Review

Abstract

Organizations seek brands that yield sustainable differentiation as they resonate with consumers and stakeholders. The team of James Conley, Duncan Berry, Laura DeWitt, and Mark Dziersk examine how a clear understanding of the messages and power inherent in the visual dimension of a brand can be linked with patents, copyrights, and other unique content to extend the range and competitiveness of offerings in the marketplace.

Type

Article

Author(s)

James Gerard Conley, Duncan J Berry, Laura DeWitt, Mark Dziersk

Date Published

2008

Citations

Conley, Gerard James, Duncan J Berry, Laura DeWitt, and Mark Dziersk. 2008. Inventing Brand: Opportunities at the Nexus of Semiotics and Intellectual Property. Design Management Review. 19(2)

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