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It is estimated that intellectual property comprises a full 80 percent of the value of most businesses today. A good percentage of this value comes from the goodwill consumers associate with the company’s image and brands. Protecting and enhancing these intangible assets involves a multi-disciplinary approach, including marketing and communications management, the careful selection and administration of licensing programs, and a targeted approach to registration and enforcement of the intellectual property surrounding the product/service—a mix of trademark, copyright, and patent protection.