Open branding: Managing the unauthorized use of brand-related intellectual property

Karen Robson, Jeremy de Beer and Ian P. McCarthy

Business Horizons, 2020, vol. 63, issue 6, 773-785

Abstract: Consumers often innovate with brand-related intellectual property (IP) without permission. Although firms often respond by exercising their legal right to stop such activity, there are a variety of situations in which consumers’ unauthorized use of brand-related IP can be desirable for a brand or in which enforcing IP rights can adversely affect a brand. This article illustrates situations in which managers may benefit from choosing to forgo exercising their IP rights. To assist managers, this article contributes a framework for understanding the managerial approaches to situations in which consumers use IP without permission.

Keywords: Brand management; Open branding; Intellectual property; IP; Creative consumers; Consumer innovation (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:bushor:v:63:y:2020:i:6:p:773-785

DOI: 10.1016/j.bushor.2020.07.001

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