Brand Governance involves helping you to create or improve internal brand management tools like policies and procedures, guidelines, audit and compliance processes, brand risk measurements and KPIs. We help you embed these processes in to the wider organisation by engaging all your stakeholders from top management downwards.
Shell - Brand Governance
Shell, the Anglo-Dutch multinational oil and gas company, commissioned Brand Finance to review Shell's Trademark Management System. Consideration was given to charging internal royalty rates rather than entering into cost sharing agreements with the users of the trademarks. The deliverable was a report outlining the benefits of centralised brand management and ownership, together with an analysis of best practice in this area. The report identified that Shell’s current practice was in line with the trend towards centralised management and ownership amongst leading Intellectual Property (IP) owners.