The Value of Brands in the Global Marketplace

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WASHINGTON (Feb. 5, 2014) - From the cultural and economic impact of Nike's "Air Jordans" to the high-profile unveiling and marketing of the iPhone, the value of branding for enhancing sales and improving consumer identification is generally well known. However, there is little empirical evidence on the economy-wide implications of branding, including its impact on innovation, competitiveness and overall economic health.

To improve understanding about the impact of branding on the global economy, the Information Technology and Innovation Foundation (ITIF) is hosting a panel discussion for the American release of the World Intellectual Property Organization's (WIPO) report Brands: Reputation and Image in the Global Marketplace.

The event will be held from 9 AM to 10:30 AM, Wednesday February 12 at ITIF, 1101 K Street, NW, Suite 610A. It will analyze how companies invest in branding relative to other tangible and intangible assets, as well as branding's impact on market competition and product innovation. It will also look at policy reforms, such as enhanced trademark enforcement, that are needed to make branding more effective.

The panel will be moderated by Robert Atkinson, President of ITIF, and will include Carston Fink, Chief Economist at WIPO and Sanal Mazvancheryl, Assistant Professor of Marketing at American University's Kogod School of Business.

The event is free, open to the public and complies with ethics rules.

Register for the event.


The Information Technology and Innovation Foundation (ITIF) is a non-profit, non-partisan think tank whose mission is to formulate and promote public policies to advance technological innovation and productivity internationally, in Washington, and in the states. Recognizing the vital role of technology in ensuring prosperity, ITIF focuses on innovation, productivity, and digital economy issues. Learn more at

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