1、4200 英文单词， 2.3 万英文字符 ，中文 7200 字 文献出处： Juntunen, Mari, Saila Saraniemi, and Wim JL Elving. Visual Identity and IPRs in corporate brand management. Proceedings of the Conference on Corporate Communication. 2010. 122 - 131 Visual Identity and IPRs in Corporate Brand Management Mari Juntunen & Saila Sar
2、aniemi and Wim J.L. Elving Purpose : Intellectual property rights (IPRs) can influence corporate brand management. In this study we consider not only trademarks the most common form of IPRs in connection to branding in a different light, and also adopt a wider approach and consider the roles and fea
3、tures of trademarks, trade names, copyright, and design rights. Approach: Corporate brand management and visual identity play an important role because of their connection to identity, image, and reputation management. However, visual identity, like corporate brand management in more general, lacks
4、profound combining of IPRs that are increasingly important in the turbulent business environment into its elements. Findings: We assert that in relation to corporate brands and visual identity, a combination of IPRs is relevant. This means that companies need to improve their readiness and awareness
5、 in terms of obtaining and strategically utilizing various means of legal protection. Research implications: As far as we know, IPRs have not been studied extensively within corporate communication or in marketing. Practical implications or applications: Frequently, both in practice and research, on
6、ly trademarks have been considered, and the differences between product vs. corporate brands have been often neglected. Our study fills this gap by discussing the role of aligning IPRs and visual identity in brand and image management. Keywords: Corporate visual identity, Intellectual property rights, Brand management, image Corporate Branding is tightly connected to image, identity and reputation management, and is a relatively new and multidisciplinary area in academic discussio
