Competitive times beg better branding

Cassels Brock partner John McKeown provides overview on legal issues of managing a brand

TORONTO, Sept. 9 /CNW/ - As companies continue to fight for consumers' shopping dollars, the focus is once again on the importance of branding.  A brand can build loyalty, and executives and managers must understand its importance in this time of fierce competition, according to Cassels Brock & Blackwell LLP partner John McKeown.

Author of the third edition of 'Brand Management in Canadian Law', Mr. McKeown highlights the following in his newly launched book:

• The components that make up a brand
• A consumer's perception of brand
• Brand equity
• Brand leverage
• Branding on the internet
• Protecting your brand
• Developing effective brand management policies

"A brand is more than a trade mark," noted Mr. McKeown.  "It's also what's in the mind of the consumer."

The book deals with trade mark law and other legal concepts that apply to a brand and its components as well as the concepts of brand management.

A certified specialist in Intellectual Property Law, Mr. McKeown's practice focuses on providing advice and advocacy on trade marks, copyrights, patents and confidential information.  He is also the author of the leading textbook on copyright.

'Brand Management In Canadian Law' is available at www.carswell.com/email
order # 978-0-7798-2807-4

About Cassels Brock
Cassels Brock & Blackwell LLP (www.casselsbrock.com) is a full-service law firm with more than 200 lawyers working in its Toronto office.  The firm provides legal advice to clients including entrepreneurs, mid-market enterprises and multinational corporations.

      

For further information:

To interview John McKeown please contact: [email protected] or 416-869-5498

Or

Teresa Donia, iAMBIC Communications, 905-508-5550 or [email protected]