Environmental Design and New Product Development As Branding‪.‬

Abstract: Intellectual property is the area of law * that enables designers, innovators and other creative people to protect and exploit their work and to prevent misappropriation by others. It is concerned with the legal protection of 'the good idea'. Failure to obtain such protection can have serious economic and operational consequences. Intellectual property protection consists in granting exclusivity to the rights holder in relation to protected property. This can then be exercised to prevent third parties from copying, manufacturing or adopting features of the relevant designs or technology. Conversely, failure to obtain protection can leave materials vulnerable to these types of unauthorised acts, and the designer or innovator unable to prevent such use or claim any payment for it. Keywords: design, product, development, branding