building brand equity

The goodwill attached to a company’s brand is perhaps the most important intangible asset that it can have. A company’s brand equity represents the value which the company places on the reputation of its brand in the marketplace. 

Building brand equity is a process which starts from the company’s inception with the decision on what name to use for the company. White & Black assists companies in all aspects of building brand equity (and its protection and exploitation) including the following:

• trade mark registration;
• domain name registration and domain name disputes;
• vesting of intellectual property;
• the licensing and franchising of IP;
• brand protection in commercial agreements; and
• trade mark infringement and assing off; and 
• IP disputes;
• company formation and registration and compliance (See: company formation);