Nearly half a trillion U.S. dollars are spent on branding annually

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World Intellectual Property Report titled Brands: Reputation and Image in the Global Marketplace

The money spent by companies around the world on branding is more than what they invest in research and development, according to the World Intellectual Property Organization (WIPO).

The agency on Thursday issued its second World Intellectual Property Report titled Brands: Reputation and Image in the Global Marketplace.

The report offers fresh data, analysis and insight into how companies use brands to differentiate their products from those of their rivals.

Derrick Mbatha reports.

Duration: 3’56″

Filed under Today's Features.