GLOSS Issue 21 APRIL 2015 - Page 21

45 3 Build a fence around your brand and its “personality” by identifying all key elements and protecting them. Be it a word, phrase, symbol, logo, aspect of packaging or a combination of these, a good brand protection strategy will cover everything that makes your brand. 6 If you’ve got protection, don’t sit on your hands – use it! Ward off competitors operating in your space by highlighting your protection and enforcing it. Use, monitor and maintain yo