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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. Depending on the scope of your ambition, there are three routes for securing your position. Do you just want to open in one market? Do you want to give yourself a chance of rolling out across Europe as a whole? And do you want to keep the option open of selling in new economic powers such as China and India? Few will have the budget to opt for blanket coverage. It is more likely that you will focus on the rights that distinguish you from your competitors and on the benefits which customers most value. By choosing the right IP for the job, you can maximize your returns and keep down your costs.