Intellectual Property (IP) can create value for a business through its strategic use as a tool in the development of a brand image for a company, its products and services. A registered trade mark is a strategic form of protection for a brand.

The symbolic representation of brands have traditionally consisted of words or graphical design logos as trade marks. Trade marks identify and aid in distinguishing the products and services of one business from another.

Increasingly, non-traditional marks such as colours, shapes and sounds are also seen as integral in defining a brand.

Brands create a perception of the company's products and services in the consumers' minds by evoking thoughts and feelings related to the 'look & feel', quality and reputation of a companys products and services. They aid in attracting and building consumer loyalty, ultimately bringing concrete value to a business when customers return to buy. As such, all enterprises should think of developing their brand image.

However, maintaining a strong brand image and identity requires strategic planning, as well as taking action to develop a company's trade marks. A company needs to register its trade mark, and also enforce the rights of the registered trade mark.

In addition, processes have to be put in place to ensure that employees are educated about branding and that the goods and services developed are aligned with the brand identity. This guarantees the longevity of a company's brand.

A Stratetgc "school of thought"
Lorna Whiston Schools (LWS), which provides interactive learning programmes for children, is a good example of a company that has established a strong brand identity and image through the strategic use of its trade marks. LWS has carefully managed its intellectual property (IP), using it to expand the business into new education areas and beyond Singapore's shores.

"IP is at the core of our business. Our teachers are constantly developing new programmes - this is intellectual property that we have to protect. The Lorna Whiston name reflects our approach and the methods that we use. We have made a conscious effort to associate the brand with the company, with what we do and how we work," said Mrs Lorna Whiston, Chairman and Joint Managing Director of LWS.

The Value of the LWS Brand
The company's growth has been strongly driven by the success of the LWS brand. LWS has received strong feedback from parents and students that they are attracted to the company's courses because they associate it with quality teaching.

Its strong branding has allowed the company to move away from teaching only English, and branch into new education and geographical areas. This approach has enabled LWS to tap into new revenue streams and new growth opportunities.

Recognising the linkages between reputation and branding, LWS has taken steps to protect its brand. The company registered both its name and logo as trade marks in Singapore, as well as in several countries in the region. Protecting their IP in this manner may help safeguard its future opportunities in the region.

"IP is at the core of our business. Our teachers are constantly developing new programmes - this is intellectual property that we have to protect. The Lorna Whiston name reflects our approach and the methods that we use. We have made a conscious effort to associate the brand with the company, with what we do and how we work." ~ Mrs Lorna Whiston (left), Chairman and Joint Managing Director of LWS.

Protecting its Rights
In order to maintain its reputation as an innovative and forward-looking education company, LWS regularly updates its syllabus to ensure that its education programmes are dynamic, relevant and effective. Lesson plans, course materials, teaching methods, curricula and other original written resources are the company's critical IP assets. These are developed by LWS staff and automatically protected by copyright laws.

"We continually revise and update our syllabus to keep abreast of new guidelines set by the Ministry of Education. This ensures that our programmes are fresh and exciting," said Mrs Whiston. She added, "The quality of an education provider is heavily reliant on the quality of its staff, perhaps more so in education than in other service industries."

Appreciating IP
Understanding the key role their employees play in creating the company's IP assets, LWS has taken steps to educate them on IP matters. This allows them to appreciate the critical role they play in the company's IP creation process, as well as to better understand Singapore's IP legislation. Through recognising the importance of IP, LWS has managed its intellectual assets for greater opportunities in progress and advancement for its brand. The company has prudently taken the necessary steps to protect its portfolio of IP and more importantly, it has learnt to fully use its IP to grow the business and succeed in today's competitive environment. ET