WIPO - Merchandising of Intellectual Property

According to "Savvy Marketing: Merchandising of Intellectual Property Rights," by Lien Verbauwhede, Consultant to the Small and Medium Enterprises Division of the World Intellectual Property Organization, "On a shelf crowded with look-alike products, it is the products that bear images of well-known characters and artistic creations that generally catch the eye. The merchandising of IP rights [discussed in this article] can be a lucrative business strategy either to enter new domains of use of existing IP assets (through licensing out), or to market or advertise products and services by exploiting the popularity of other’s IP (through licensing in)."

Rodney D. Ryder