Page 49 - IP-HANDBOOK-07-2018

and sixty seven percentage point over the span of 30 years.
Protecting IP is an important part in the process of
developing the value of IP assets, but it is just the
beginning. Without actively managing the IP assets 40% a company risks losing them or at least to miss op-
portunities to create value for the company. There-
fore, the management of IP assets together with their
respective protection should be an essential part of
any business plan.
100%
COMPONENTS OF S&P 500 MARKET VALUE
80%
60%
IV. Defending our IP assets
The economic value of companies increasingly de- rives from their intellectual property assets.
Ocean Tomo, a rm specialized in management and advisory services centered around intellectual pro- perty assets, conducted a study which found that the components of S&P market value data for the start of 2015 revealed the implied intangible asset value of the S&P 500 compared with the value of tangible assets grew to an average 84% by January 1, 2015, a growth of four percentage points over ten years
Key factors of a defense strategy are:
• Proper trademark use
• Watching the IP use by third parties • Enforcing the IP rights
Third parties may be infringing our IP rights by co- pying or incorporating elements of our trademarks, designs, packaging, advertising or sales materials. By reporting such misuse to Group Legal & IP you are helping to defend and protect our company’s valuable assets and to strengthen our brands.
83%
68%
32%
GENERAL REMARKS
20%
16%
20% 0%
17%
32%
68%
80%
Besides the protection strategy a well-de ned defense strategy is equally important to build strong brands.
SOURCE : OCEAN TOMO, LLC *JANUARY 1, 2015
1975 1985
1995 2005
Tangible Assets
2015*
Intangible Assets
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For internal use only
84%