This book take a look at: 1. The driving trends in intellectual asset valuation and why they should matter to you 2. Insider secrets for a strong intellectual property branding portfolio 3. Why intellectual property-product name, logo, slogan, product design and packaging, and copy must be integrated into the creative process. 4. What your company must do to avoid potential lawsuits and increased costs 5. How a multidisciplinary Brand Rewired approach can reduce your costs and increase your return on investment.