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GUIDING RIGHTS: Trademarks, Copyright and the Internet, by Mark V.B. Partridge, explains the trademark and copyright principles guiding rights on the Internet in clear and accessible terms.

$24.95 hard cover; $14.95 paperback
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"This collection of short articles on a wide range of issues of copyright and trademark law, by one of the nation's most prominent trademark lawyers, manages to convey the nuance of the subject in language that is clear and immensely readable. This is a hugely versatile book. For scholars, the book contains valuable insights; law students will come to rely on it to explain difficult concepts in easy-to-understand terms; and practioners will be scanning it for help with some of the knottiest problems around."

Graeme Dinwoodie, Professor, Associate Dean and Director of the Program in Intellectual Property Law, Chicago-Kent, College of Law
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Harrie Samaras, Attorney, Chair, Committee on Intellectual Property Organizations, AIPLA
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Intellectual Property is Your Greatest Asset: New Seminar Provides Strategies and Tips for Increasing the Value of Your Business

by Mark VB Partridge on Wed 28 Sep 2005 02:00 PM EST | Permanent Link

Intellectual Property is your greatest asset.

IP makes you or your business worth more than you can be worth on your own. IP lets you command a premium for your services. It lets you make money in your sleep. It lets you create a business that can be sold to others or passed on to your heirs.

IP creates value in four basic ways.

1. Charge a premium for your goods and services. Consider generic cola v. COKE. Why is one worth more? Because Coca-Cola has used IP to enhance the value of a simple commodity. It receives a premium because it has a secret formula and a distinctive well-known brand. Generic cola has a formula, too, but its not secret; it also has a name, but it is not distinctive. Anyone can make cola and use the cola name. IP keeps COKE from being copied. The formula is protected as a trade secret and the brand is protected as a trademark.

2. Earn additional revenue. Consider the average software developer v. Microsoft. The software developer is a knowledge worker paid for her labor. If she doesn't work, she can't make any money. Without her work, her business has no value. Microsoft uses IP to turn the product of many knowledge workers into property that can be licensed and sold. Once that is done, Microsoft can make money without further time and effort from the knowledge worker. Copyrights and patents are the IP rights that keep others from copying Microsoft's products.

3. Increase market valuation. The value of a commodity business is typically the book value of its hard assets. The market value of an S&P 500 company is usually several times book value. The difference is largely the value of IP.

4. Create salable assets. Markets exist for the resale of IP rights. Ross Perot has invested in a $200 million IP fund based on patent assets. David Bowie raised $57 million selling bonds backed by the royalties in his recordings. These financial strategies let IP owners cash in on IP assets.

We've created a new seminar to help corporations, entrepreneurs and business owners benefit from the strategies by turning more of their business assets into valuable IP assets. "Intellectual Property is Your Greatest Asset: Protect It, Use It of Lose It"

Please contact me to attend a future seminar or to arrange a seminar for your business, association or organization. mpartridge@pattishall.com

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