In building a brand and capturing its full potential, commercial rights matter just as much as creative expression. Without the right intellectual property (IP) in place, even the most original and distinctive brand will soon vaporize and turn back into a commodity.<BR><BR>In Europe, a series of mechanisms is now in place to allow brands to grow quickly from one level to the next. As a major player, you have more options for building your brand equity on a continental basis. As an upstart challenger, you have the chance to compete on a much larger scale than your size might otherwise warrant.<BR><BR>By using trademarks, domains, designs, and copyright as a set of commercial tools, as well as a legal safeguard, you will be better placed to maintain your distinctive position, justify charging and find extra streams of revenue.<BR><BR>From trademarks and logos, to domain names and online IP, The Handbook of European Brand Rights Management offers readers the very latest commentary on the key factors to consider when developing and protecting brand rights for maximum profit. The book is divided into nine key sections, including:<BR><BR>brand value<BR><BR>brand architecture<BR><BR>brand rights<BR><BR>IP portfolio<BR><BR>creating an identity<BR><BR>commercial applications<BR><BR>channels to market<BR><BR>the brand as an asset<BR><BR>when you are copied<BR><BR>The Handbook of European Brand Rights Management is designed as a practical guide to the effective management of ideas and knowledge for leaders or organizations who want to move ahead of their competitorÆs offer new sources of value to their customers and maximize associated cash flows. Drawing on a wide range of experience and expertise in strategy, brands, intellectual property, finance, marketing, and management, it will discuss how best to protect your brands while simultaneously exploiting their full potential in terms of value, revenue and profits.<BR><BR>Adam Jolly is a business writer and editor, specializing in the management of growth, innovation, technology and risk. He is the consultant editor for a number of titles.