In a globalized world, driven by the information technologies
revolution and the service economy, the tangible assets are less
and less valuable, while intangible assets, increasingly valuable,
are emerging as the key to success, leading the companies to seek
how to best use their intangible assets.
Companies legally protect their intangible assets by acquiring
and maintaining IP (Intellectual Property) rights, which turns them
into valuable exclusive assets. Robust IP rights and protection are
vital for a company to have a strong market position, competitive
advantage, higher profit or returns on investments and additional
income (from licensing for instance).
It is important to note that brands such as "Apple",
which is ranked 1st in Forbes World's Most Valuable Brands - is
valued at $241.2 billion and its revenue is estimated to be $260.2
billion. Another example would be "Amazon", 4th in the
ranking, which is valued at $135.4 billion, and its revenue
