26 April, 2001 (Note, International Intellectual Property Day is the 26th April, 2001).
On 'International Intellectual Property Day', intellectual property specialists, A J Park, are launching a new service
for brand owners which allows them to electronically store, access and distribute their brands in a controlled and
secure way.
Called 'BrandLand', the new service is an internet-based secure on-line library system that revolutionises the
management of trade mark and brand materials.
Brand owners can store, maintain and distribute brands through BrandLand. This includes trade marks, logos, products
images, photographs, high resolution images, typefaces, brand standards, advertisements, templates, jingles, and brand
usage guidelines, all of which can be stored electronically with secure access provided to approved users for immediate
download - globally, 24 hours a day.
Andrea Dickens, Marketing Manager of A J Park, says the BrandLand service has been developed to save time and money for
brand owners, but also to protect the integrity of the brands.
"As anyone who has worked in a marketing department knows, the storage, maintenance and distribution of trade marks,
brand artwork and standards manuals is a time consuming and often low priority task. Yet if it is not done properly, old
artwork or images can slip into circulation by mistake or bromides can fall into the wrong hands, making counterfeit
products easy to manufacture."
Andrea Dickens says that all of those risks can lead to eroded brand equity.
"The advantage of BrandLand is that a brand owner can authorise users to access their brands, they know they are the
latest version and the system keeps track of who is down loading the images. Also, the time of marketing staff can be
better utilised than in responding to requests all the time for bromides or electronic images."
Andrea Dickens says BrandLand can be accessed at the A J Park website, www.ajpark.co.nz
ENDS