Search for the secret formula: measuring ROI for brand protection

By Trevor Little

In a KPI-driven corporate environment, return on investment is a central preoccupation. Yet this remains challenging to measure – particularly when it comes to brand protection

A crucial challenge for trademark and brand protection professionals is to ensure that their activities are fully understood by senior management and, consequently, that their efforts are suitably funded. One way to achieve this is to demonstrate clear return on investment (ROI), with evidence that resources directed towards enforcement will truly pay off. Unfortunately, this is easier said than done.

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Issue 72