Geneva : WIPO, [2017]
84 pages : color illustrations ; 21 cm.

"This is one of a series of guides on Intellectual Property for Business. It seeks to explain why effective trademark management is important for your business. Trademark management should be an integral part of the branding strategy of any business, large or small. With new developing markets and the Internet, businesses now have more-and more lucrative-opportunities than ever before to build valuable trademarks and more business models that ensure the visibility of their company. However, these opportunities also place a greater demand on businesses to safeguard and leverage their trademark rights and avoid violating the trademark rights of others....This guide is intended to help various business stakeholders, especially entrepreneurs and owners/managers of small and medium-sized enterprises (SMEs)"--Page 6.

Also available online.