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Open branding: Managing the unauthorized use of brand-related intellectual property

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  • Robson, Karen
  • de Beer, Jeremy
  • McCarthy, Ian P.

Abstract

Consumers often innovate with brand-related intellectual property (IP) without permission. Although firms often respond by exercising their legal right to stop such activity, there are a variety of situations in which consumers’ unauthorized use of brand-related IP can be desirable for a brand or in which enforcing IP rights can adversely affect a brand. This article illustrates situations in which managers may benefit from choosing to forgo exercising their IP rights. To assist managers, this article contributes a framework for understanding the managerial approaches to situations in which consumers use IP without permission.

Suggested Citation

  • Robson, Karen & de Beer, Jeremy & McCarthy, Ian P., 2020. "Open branding: Managing the unauthorized use of brand-related intellectual property," Business Horizons, Elsevier, vol. 63(6), pages 773-785.
    • Handle: RePEc:eee:bushor:v:63:y:2020:i:6:p:773-785
    DOI: 10.1016/j.bushor.2020.07.001
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    References listed on IDEAS

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