Brand Damage

Once little more than a welcome consequence of good business, brand has become the profit prerequisite.  Brands have matured into economic engines.  They drive market-share, they drive investment, and they drive our consumption economy.

Brand has also become the definitive corporate asset. Teams of marketers, economists, and lawyers find themselves charged with the development, growth, and protection of corporate brand and brand value.

Yet there is no recognition of brand damage as a legally recoverable harm. The purpose of this talk is to persuade us that it is time to recognize brand as a damageable asset. As with any corporate asset, clear and reliable legal protection is a necessity.