Contributors Kyle Hermans and Cheryl Hodgson discuss the AFLAC duck as a case study in brand building. Can emerging brands learn from a boring insurance company that changed its destiny with a brand driving duck? Was it a wise branding choice?
A trademark is a word, symbol, slogan, or even a sound that identifies the source of goods or services in commerce. Nike, for example, and its iconic “swoosh” symbol are both trademarks of the company and instantly recognizable. When the public sees either one on a shoe, people know that they were made by Nike …
Intangible assets are the most valuable of most businesses. On average, 70% of the purchase price paid to acquire U.S. businesses is for these intangible assets, with over 50% being for the brand. Yet, they are often the most neglected.
These intangible assets, often referred to as “goodwill,” are extremely valuable and need to be legally protected.