1. Intellectual Property Introduction Legal Environment of Business - J. Pittman 1-1

2.  The term intellectual property refers broadly to creations of the human mind  Intellectual property rights protect the interests of creators by giving them property rights over their creations Legal Environment of Business - J. Pittman2 Intellectual Property

3. The Convention Establishing the World Intellectual Property Organization provides the following list of subject matter protected by intellectual property rightsConvention Establishing the World Intellectual Property Organization  literary, artistic and scientific works;  performances of performing artists, phonograms, and broadcasts;  inventions in all fields of human endeavor;  scientific discoveries;  industrial designs;  trademarks, service marks, and commercial names and designations;  protection against unfair competition; and  “all other rights resulting from intellectual activity in the industrial, scientific, literary or artistic fields.” Legal Environment of Business - J. Pittman3 Intellectual Property

4.  To give statutory expression to the moral and economic rights of creators in their creations and to the rights of the public in accessing those creations  To promote creativity, and the dissemination and application of its results, and to encourage fair trade, which would contribute to economic and social development Legal Environment of Business - J. Pittman4 Why Protect Intellectual Property?

5. The two branches of intellectual property are industrial property (the international term used outside the United States) and copyright Legal Environment of Business - J. Pittman5 Branches of Intellectual Property

6. Industrial property includes (among other items):  Patents to protect inventions and industrial designs (aesthetic creations determining the appearance of industrial products)  Trademarks (& service marks)  Protection against unfair competition Legal Environment of Business - J. Pittman6 Industrial Property

7. Tangible Assets Land & buildings Machinery & inventory Other tangible assets Accounts receivable Cash Legal Environment of Business - J. Pittman7 Traditional Business Assets

8. Intellectual Property Copyrights Trade Secrets PatentsTrademarks Legal Environment of Business - J. Pittman8 Non-tangible Assets

9. Legal Environment of Business - J. Pittman9 Brand Value (According to Brandirectory - 2013)Brandirectory World Leaders in Brand Value -2013 Brand Value (USD $ millions) Market Capitalization (USD $ millions) Brand Value as a percentage of Market Capitalization Apple87,304382,49023% Samsung58,771242,66824% Google52,132173,62830% Microsoft45,535155,48929% Walmart42,303184,74323%

10. Apple 23% Samsung 24% Google 30% Microsoft 29% Walmart 23% Legal Environment of Business - J. Pittman10 Brand Value as a Percentage of Market Capitalization