Protecting Your Brand With Trademarks
Nowadays, integrated communication needs to be viewed from a global perspective. Given the speed, span and reach of electronic communication, there are technically no local or national firms, only global ones. The reality is that organizations no longer have any choice. Corporations or firms are brands in their own right. Thus, communication decisions are not just about traditional product branding directed by the midlevel managers, but corporate and organizational brand communication as well which generally is the purview of senior corporate managers.