Rebranding is a set of measures to change an existing brand (or its individual elements), with the aim of strengthening its position in the market. Rebranding is an integral part of the brand's long-term stay on the market. No matter how good a logo, slogan, or other trademark symbols are, it needs to be updated periodically to keep interest of the target audience. In addition, trends in graphic design are constantly changing, so it's important to keep up to date so that your main brand attributes do not look old. Rebranding corporate identity - means:
actualize the brand;
make it attractive again and interesting;
bring it new ideas, emotions and impressions;
while maintaining the basic elements of recognizability.
There are many reasons for brand renewal:
The brand is out of date.
The most important thing is that the image of the company is gone, the brand is no longer relevant and does not work as it should. This means that the company needs a rebranding. When the old brand ceases to fulfill the tasks assigned to it and becomes boring, it is sent to "repair" or "scrap".
There was a competitor with a more interesting brand.
The general situation on the market also has an impact. Brand renewal is necessary if a new strong competitor has appeared on the business arena.
The brand must fulfill new tasks.
Another important reason for the rebranding is the new tasks, goals and groups of goods delivered for your fishing (business). In this case, a reorientation to a new audience with a large consumer potential is necessary.
The company is changing or embracing a new field of activity.
The merger of several companies into one, financial absorption, etc. Expansion of the company through mergers often requires rebranding, a new look at the business and brand positioning.
Crisis in the company. If there is a reputational waste, sometimes the only way out is rebranding. Most often, such rebranding is required by banks and credit cooperatives, pharmaceutical companies, companies engaged in the extraction of minerals, airlines, etc.
Rebranding is not only proof that you have reached a new level. The other fact is more significant. In any business, it is important not to lose existing customers, adjust to the needs of the target audience, keep pace with the times, feel the new style, the new needs of modern society, so re-branding is primarily aimed at increasing the loyalty of your customers. In this situation, updating the brand will strengthen your company's position in the market. As a result, authority increases.
Also in the modern world, where the consumer is provided with a wide variety of diverse companies, it is important not to lose their uniqueness. Similarity in branded colors and logo with another company, badly affect your business. This will be the circumstance that will lead to undesirable consequences. The company, which does not have a unique brand, quickly gets jokes and parodies.
We can not also fail to notice that the brand is the attitude of the company to its consumer. Through the brand, the company shows how important it is to communicate with its client, with the help of the brand, the organization itself decides what impression the consumer should create.
All these actions, operations, marketing decisions with your brand-of course you will help, but accordingly they will take away a bunch of your invaluable time and, accordingly, will demand not a small expenditure budget!
But the problem with Rebranding is easily resolved, if you can buy a license to use the already ready Brenda, we have.
License trading Individual patent owners, small and medium-sized firms, as well as large companies that do not carry out scientific research on a large scale, resort to the services of licensed and patent agents. Mediation is carried out in the search for possible buyers of licenses, in the preparation of texts of licensing agreements and the conduct of preliminary negotiations, the implementation of advertising inventions. The fee is governed by the license agreement. The license agreement is an agreement on the granting of rights for the commercial and industrial use of inventions, technical knowledge, trademarks. The parties to the license agreement are: the licensor is a natural or legal person acting as the seller of the license, i.e. the patent owner selling to another person (the other party to the license agreement) to the licensor the right to industrial and commercial use of the invention, the trademark using the patent protection, for a certain time and for a certain reward. Licensed trade is the main form of international technology transfer. Its subject matter is patent and non-patent licenses for transfer of inventions, technological experience, industrial secrets and commercial knowledge. In most cases, the subject of sale is the right to use abroad a patented invention or trademark. According to the method of technology transfer, license agreements are divided into separate ones, when technology or technological knowledge is transferred regardless of their material carrier, and accompanying, when the license is granted within the framework of a broader contract for the supply of technological equipment and provision of engineering services.
Licenses are sold on the basis of a license agreement that establishes the type of license (patent, patentless), the nature and extent of the right to use technology (simple, exclusive, complete), the production sphere and the territorial boundaries of using the subject of the license.
A patent license is a document confirming the transfer of the right to use a patent without the corresponding know-how.
Non-patent license is a document that confirms the right to use "know-how" without patents for invention.
A non-exclusive license is a license that allows the licensor to grant licenses for the technology and other licensees in the territory. An exclusive license is a license that provides for the exclusive right of the licensee to use the technology and the licensor's refusal to use the patented technology and know-how independently and sell them on a particular territory.
Full license is a license that grants the licensee the exclusive right to use a patent, trademark or "know-how" during the term of the agreement, and provides for the refusal of the licensor to independently use the subject of the license during this prohibition.
License fees (license fees) - remuneration to the licensor, paid by the licensee for the use of the subject matter of the agreement.
TRANSFER OF TECHNOLOGIES
Transfer (from "transfert") or transfer (from the Latin "transferre") of technologies.
Transfer of technology is the transfer of scientific and technical knowledge and experience for the provision of scientific and technical services, the use of technological processes, production, etc.
Transfer of technologies includes a whole list of elements associated with various types of innovation. This can be the transfer of patents for inventions, patent licensing, the transfer of technological documentation, the trade in non-patent inventions, the transfer of know-how, the exchange of information in personal communication (seminars, conferences, exhibitions, symposiums, etc.) associated with the acquisition or lease (leasing) of technological equipment and machinery, research and development in the exchange of scientists and experts, the organization of joint production or enterprise, etc.
From an economic point of view, technology transfer takes two forms. It can be both commercial and non-commercial. The transfer of non-commercial technologies is most often found in the development and application of fundamental scientific research. As for the commercial transfer, it is based on economic relations, through which the innovation developed in one organization becomes a commercial product / process used by another organization. These relations are quite complex and differ in the following features: • the desire of the developer to obtain competitive advantages at the expense of the technology created by him, and consequently, to protect it as an object of intellectual property, incl. special terms of contracts;
• incomplete alienability of the technology from its developer;
• the need to transfer implicit knowledge, which requires the training of the host;
• active participation of the developer in the technology transfer process
Developers, intermediaries, owners of new technologies often face difficulties in finding users and buyers of new products or technologies, or partners for creating or developing productions.
Also, the developers themselves (researchers, scientists) do not have sufficient skills to promote goods / technology to the market, doing business because of the difficulty in obtaining the necessary information. Namely: if the company plans to achieve competitive advantages by improving the technology of its work, then inevitably the question arises where to find information on technologies that can ensure the increase of business efficiency. To solve these problems, the activities of various organizations and private individuals that serve as intermediaries in the market of innovative products are targeted. These are centers for technology transfer / transfer, research and educational centers, business innovation centers, etc. At the heart of their functioning is to assist participants in innovative processes in realizing their innovative capabilities and potential.
A license agreement is an agreement whereby the owner of the patent (licensor) issues a permit (license) to his counterparty (licensee) to use his patent rights within certain limits.
The economic essence of a license (patent) consists in renting an invention as a commodity, and the price of a license (license fee) is a specific rent arising on the basis of a lease of this kind.
In the practice of international trade, subjects of licensing agreements are:
· Scientific and technical achievements containing inventions and / or technical know-how;
· The right to industrial and / or commercial use of inventions;
· Organizational, managerial, economic, legal and other information, which are "know-how";
· Industrial designs and / or the right of their industrial use and / or commercial use of trademarks.
The most responsible and complex part of the work on the sale and purchase of licenses is to determine the size of the license fee. The basis for calculating the cost of a license is the determination of the profit that the licensee will receive from using the license. Part of this profit is a license fee. The license fee is affected by the validity of the license, the higher it is, the percentage of deductions is less, since there is a high probability of new inventions in this area and a lower probability of obtaining additional profits.
In the practice of international trade in licenses, the most common method for calculating the cost of a license is to calculate, based on the economic effect the buyer receives a license from its use for the term of the license agreement.
The most common methods for determining license prices are:
- on the costs of the licensor for the development of the invention or "know-how";
-to estimate the costs of the licensee for alternative solutions to achieve similar results,
- on the precedents of previously concluded license agreements for inventions that are close in nature and know-how.
In the international practice of trade licenses are used two forms of royalties, lump-sum payment and royalties.
The meaning of royalties is the payment of services provided by the franchisor (licensor) during the period of development and business. Services that the franchisee receives:
assistance in the management of management issues;
The main payments in the franchise system are a lump-sum contribution and royalties:
a lump-sum fee is paid once, and is, in fact, a payment for the right to use the business model and name of the franchisor in its economic activities;
royalty is a form of regular payments, which are calculated, as a rule, as a percentage of the gross proceeds of the franchisee.
The effectiveness of the franchise and the essence of the concept itself lie in the comfort of the fixed size of a lump-sum contribution and royalties. They serve to obtain economic benefits from both sides of this business interaction.
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