Branding and Intellectual Property Rights Review

Description

The City is seeking to undertake a review of its branding and commercial approach, including its Intellectual Property Rights, in order to develop a strategic framework that protects the City, enhances its brand value, and identifies potential opportunities for revenue generation. The objectives are to: - Develop clarity and cohesion around the City’s brand, recognising the complexities of the organisation (internal and external facing). - Support brand and reputation management. - Enhance the value of the City’s core brand(s). - Identify key IP assets. - Protect against the risk of IP infringement by others. - Establish clear governance arrangements and process for decision making and management of IP. - Develop a framework for the potential commercialisation of IP. Scope of the review: In the first instance, the review will focus on the City’s core functions, centred around the Guildhall and Mansion House. The City’s Institutions and Charities are out of scope this review; however, consideration should be given to the branding review seeking to provide greater clarity regarding the relationship between the City’s brands and those of its Institutions.