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describe adidas' ip strategy

describe adidas' ip strategy K3d03

Along with the general shift prominently visible in most businesses, Adidas – maybe even earlier than most companies- has understood that intangible assets are more valuable. Therefore, as we see in the case presented, it has formed a comprehensive IP strategy not only to protect its rights, but also to create value through them and hugely benefit. Adidas: • Having “Exclusivity” in mind, created proprietary market advantage, increased competitiveness and stopped its competitors. • Practices and exploits its IPRs. (Has successfully maintained its Trademark and constantly uses it on all its products. ) • Even though litigation is mostly associated with patents, Adidas very cleverly uses litigation as the main tool of value creation through close monitoring of Trademarks similar to its own. As mentioned in the case, having over fifty lawsuits only in the last five years clearly shows that Adidas takes infringement quite seriously and would not let any other company take unfair advantage of its trademark. • In a defensive manner, Adidas has created and aura of fear, deterring all potential competitors. (Just by making public the $65 million it won in the Payless Shoes case, future infringers will surely be deterred). o However, it is worth noting that with the information given by the question, we cannot decide whether Adidas has adopted a “defensive patenting” strategy, i. e. filing patents only to provide basis for counter-infringement claims. • Last but not least, Adidas has over 170 subsidiaries in Asia, Europe and America, while also forming partnerships all over the world. This shows not only the wise use of licensing in value creation, but also building an outstanding portfolio, enhancing its financial performance and becoming a “multimillionaire, multinational” company like no other. As an afterthought, the fact that Adidas gained publicity after German football team won the World Cup game using its creation, should somehow be taken into consideration when contemplating the value creation model used. Maybe not a model, but getting good publicity will help businesses better implement their other IP strategies and is definitely an advantage in comparison to their competitors. (Take the recent decrease in Coca Cola’s market value as an example, after Ronaldo refused to drink a bottle of coke presented to him. )

Along with the general shift prominently
 visible in most businesses, Adidas Consider using an m-dash if you do not want to join two words.—
–
 maybe even earlier than most This phrase/word (depending on the context) can be potentially replaced with :enterprisescorporations
companies
- has understood that intangible assets are more valuable. Therefore
, as we This phrase/word (depending on the context) can be potentially replaced with :witness
see
 in the case presented, it has formed a comprehensive IP strategy not You use this word too often, consider replacing it withalone
only
 to protect its rights, This phrase/word is too simple and can be replaced with:on the contrary
but
also
 to create You use this word too often, consider replacing it withprofitpricerateamountcostexpense
value
 through them and hugely
 benefit.

Adidas:

•	Having “Exclusivity” in mind, created proprietary market advantage, increased competitiveness and This phrase/word (depending on the context) can be potentially replaced with :terminateceaseddiscontinued
stopped
 its competitors.

•	Practices and exploits its Possible spelling mistake found.IRSGPRSIPSPRSIFRSIPR
IPRs
. (Has successfully
 maintained its Trademark and constantly
This phrase/word (depending on the context) can be potentially replaced with :exploits
uses
 it on all its products. Loose punctuation mark.apply
)


•	Even though
 litigation is mostly
 associated with patents, Adidas This phrase/word is too simple and can be replaced with:extremelyimmenselysupremelysuperb
very
cleverly
This phrase/word (depending on the context) can be potentially replaced with :exploits
uses
 litigation as the main tool of You use this word too often, consider replacing it withprofitpricerateamountcostexpense
value
You use this word too often, consider replacing it withformationproductionestablishmentformulation
creation
 through close monitoring of Trademarks similar to its This phrase/word (depending on the context) can be potentially replaced with :possess
own
. As mentioned in the case, having over fifty lawsuits You use this word too often, consider replacing it withalone
only
 in the last five years clearly
This phrase/word (depending on the context) can be potentially replaced with :demonstratesportraysindicatesdisplays
shows
 that Adidas takes infringement quite seriously
 and would not This phrase/word (depending on the context) can be potentially replaced with :authorize
let
 any other This phrase/word (depending on the context) can be potentially replaced with :enterprisecorporation
company
 take unfair advantage of its trademark.

•	Consider replacing "In a defensive manner" with the adverb for "defensive"; e.g., "in a hasty manner" with "hastily".
In a defensive manner
, Adidas has created and aura of fear, deterring all potential competitors. (This phrase/word is too simple and can be replaced with:merely
Just
 by making public the $65 million it won in the Possible spelling mistake found.Pay less
Payless
 Shoes case, future Possible spelling mistake found.infringesinf ringersinfringe rs
infringers
 will surely
be deterred
).

This sentence does not start with an uppercase letterO
o
However
, it is worth noting that with the information This phrase/word (depending on the context) can be potentially replaced with :accorded
given
 by the question, we cannot decide whether Adidas has adopted a “defensive patenting” strategy, There should be no space here: "i.e.".i.e.
i. e.
 filing patents You use this word too often, consider replacing it withalone
only
 to provide basis for counter-infringement claims.

•	Last This phrase/word is too simple and can be replaced with:on the contrary
but
 not least, Adidas has over 170 subsidiaries in Asia, Europe and America, while also
 forming partnerships all over the world. This This phrase/word (depending on the context) can be potentially replaced with :demonstratesportraysindicatesdisplays
shows
 not You use this word too often, consider replacing it withalone
only
 the wise This phrase/word (depending on the context) can be potentially replaced with :exploit
use
 of licensing in You use this word too often, consider replacing it withprofitpricerateamountcostexpense
value
You use this word too often, consider replacing it withformationproductionestablishmentformulation
creation
, This phrase/word is too simple and can be replaced with:on the contrary
but
also
 building an outstanding portfolio, enhancing its financial performance and becoming a “multimillionaire, multinational” This phrase/word (depending on the context) can be potentially replaced with :enterprisecorporation
company
 like no other.

As an afterthought, the fact that Adidas gained publicity after German football team won the World Cup game using its You use this word too often, consider replacing it withformationproductionestablishmentformulation
creation
, should somehow be taken
 into consideration when contemplating the You use this word too often, consider replacing it withprofitpricerateamountcostexpense
value
You use this word too often, consider replacing it withformationproductionestablishmentformulation
creation
 model This phrase/word (depending on the context) can be potentially replaced with :exploited
used
. Maybe not a model, This phrase/word is too simple and can be replaced with:on the contrary
but
 getting This phrase/word (depending on the context) can be potentially replaced with :beneficialproduct
good
 publicity will This phrase/word (depending on the context) can be potentially replaced with :assistassistance
help
 businesses better implement their other IP strategies and is definitely an advantage in comparison
 to their competitors.

(Take the recent decrease in Coca Cola’s market You use this word too often, consider replacing it withprofitpricerateamountcostexpense
value
 as an example, after Ronaldo refused to drink a bottle of coke presented to him. Loose punctuation mark.apply
)