Novagraaf and VIM Group combine their expertise
In the fields of Intellectual Property and rebranding
Loes Verhoeven
Group Marketing & Communications Manager
Together with trademark and patent attorneys Novagraaf, we are pleased to announce our new partnership, which allows us to offer brand owners more complete support. By combining our expertise in Intellectual Property (IP) and in rebranding and brand management, holistic advice can be given on a range of marketing and IP questions in the early stages of a brand change or brand improvement project.
Brand equity increases the distinctiveness of organisations: the brand represents significant financial value. Many organisations, however, still regard the intellectual property rights and the brand and marketing strategy that build this value as separate disciplines. The risk of this is that an IP portfolio is built up that does not match the brand’s reach and the organisation’s growth objectives. On top of that, brands are sometimes launched in new markets without first acquiring or investigating the necessary IP rights.
Together with Novagraaf we have joined forces in order to be able to offer a combined and effective approach to a variety of brand questions. This allows us to provide brand owners with the right advice and appropriate support. The combination of advice and services in the fields of IP and brand change and brand improvement gives organisations the guidance they need to establish an IP strategy that optimally protects their investment in brand and marketing.
A new approach to brand management
Over the past decade we have worked on several projects together with Novagraaf and have seen in practice how complementary our services are for brand owners.
“Because organisations are growing worldwide and are also investing more and more in their digital marketing, the need for a consolidated and consistent IP and brand (change) strategy is more important than ever”
As an expert in supporting and guiding brands in transition, Marc Cloosterman, CEO of VIM Group, sees the integration of IP and brand management as the key to bringing together the ‘logical’ and the ‘magical’ side of brands:
“While the magical side of brands is usually outsourced to creative agencies, most organisations struggle to get the logic – the business side of brand management – in order and to use it to full effect. Our data-driven instruments, such as the ImpactValuator, enable brand owners to determine the required investment in brand change projects in advance – on average this represents 10 to 20 times the investment in creative services. Through the intensive collaboration with Novagraaf’s IP specialists, we are able to meet the needs of Chief Communications & Marketing Officers, Chief Financial Officers and Chief Legal Officers alike.”
Because organisations are growing worldwide and are also investing more and more in their digital marketing, the need for a consolidated and consistent IP and brand (change) strategy is more important than ever, adds Lutgarde Liezenberg, former CEO of Novagraaf, a NovumIP company:
“Brand owners with an international market face a patchwork of different IP legal systems and procedures. That makes the legal management of brands very complex. On top of that, they have to monitor the risks to the brand online and offline, whether it concerns counterfeiting, brand theft or threats to brand value and reputation. By offering innovative solutions in combination with tailored legal, administrative and commercial advice, we are able to give brand owners the insight into their IP portfolios that they need in order to make informed and strategic decisions. Including putting the necessary protection in place to support the brand and to act quickly and decisively when inaccuracies or infringements are identified.”
About Novagraaf
Novagraaf, a NovumIP company, is one of the world’s largest service providers in the field of Intellectual Property and as such manages countless trademark registrations and trademark portfolios for companies of all sizes. It also offers services in the field of patents and designs and other related IP rights. The company was founded in 1888 and has its headquarters in Amsterdam, with offices throughout Europe – including London, Brussels, Paris and Geneva – as well as in the United States, China and Japan.
