As much as 75 percent of a company’s value may rest on intangible assets and company executives have said brand reputation outranks financial performance when it comes to measuring success. It makes sense, then, that a lot of time and money are typically spent on company branding.
In-house counsel should play an important role in the process, according to current and former in-house attorneys, who said legal departments can help companies avoid a situation where resources are poured into a particular concept only to find out too late that there are legal issues.
