for consumer brand companies,
B2B companies
How GM/GE are positioning itself as innovators
companies like coca-cola, mc donalds, kfc don't go for patent sna dmaintains key processes/products as trade secrets (protected under state law).
Marketing ->
Brand product and IP -> Sales/Licensing/Sell/donate/IP holding -> shareholder value
IP Management ->
A coherant IP marketing communication program tied to brands supported by PAtents may increase the value of IP. Customers see the brand and know what to expect from the product that they are purchasing. Non-consumer product firms have just one brand and then association with firm name and logo.
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