Exclusive: we reveal how Ford’s brand protection team became a profit centre with 300% ROI
While many practitioners toiling in the brand protection trenches struggle to secure funding, being seen by senior management as a cost centre, Angela Chen, brand protection manager, Asia-Pacific, at Ford, has told World Trademark Review that her team ‘s focus on hard recovery has led to a fundamental shift in perception. She notes that “Ford’s leadership is convinced that brand protection is a great revenue generator”, and in an exclusive interview has told us how this was achieved.
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