WIPO China: The Intersection of Intellectual Property, Branding and Diversity in Modern Advertising
本文原载于2023年第4期《WIPO杂志》。作者为Shalisha Samuel，特立尼达和多巴哥西班牙港配音演员兼律师。
The article was originally published in the issue 1/2024 of WIPO Magazine. The author is Shalisha Samuel, Voice Over Actor and Attorney, Port of Spain, Trinidad and Tobago.
广告活动的多元化有可能提升品牌地位、强化商标价值以及创造收入。（图：Jaryd Niles-Morris）
Diversity in advertising has the potential to enhance a brand’s standing, strengthen the value of its trademark and generate revenue. (Photo: Jaryd Niles-Morris)
苹果公司的“包容与多元化——开放”、多芬公司的“真实之美”、加拿大皇家银行的“小小声音”、宝洁公司的“谈话”和喜力啤酒的“打开你的世界”，这些活动有什么共同之处？
What do Apple’s “Inclusion and Diversity – Open”, Dove’s “Real Beauty” RBC’s “That Little Voice”, Procter & Gamble’s “The Talk” and Heineken’s “Open your World” campaigns have in common?
这些活动囊括了不同的人群和视角，突出了普遍被忽视的社会问题。它们的战略构思和制作打破了广告“脚本”的限制，使品牌能够通过传递令人难忘的信息脱颖而出。
These campaigns embrace diverse groups of people and perspectives and highlight commonly overlooked social issues. Their strategic conceptualization and production disrupt the advertising “script,” allowing the brands to distinguish themselves through their memorable messaging.
挖掘多元化的经济潜力
Tapping the economic potential of diversity
广告活动中的多元化有可能提升品牌地位、强化商标价值以及创造收入。WPP《2022年消费者平等等式》（CEE）报告强调了从产品开发到营销和广告都要更具包容性以解决消费者不平等问题的重要性，以及由此带来的经济回报。报告指出：“……到2023年，少数民族群体的可支配收入预计将达到每年2520亿英镑。到2031年，他们的累计可支配收入预计将达到3.06万亿英镑，到2061年将增至16.7万亿英镑……。”
Diversity in advertising has the potential to enhance a brand’s standing, strengthen the value of its trademark and generate revenue. WPP’s 2022 Consumer Equality Equation (CEE) report emphasizes the importance of being more inclusive from product development through marketing and advertising to address consumer inequality, and the economic returns that can follow from that. It notes that, “…by 2023, the disposable income of people from Minority Ethnic Groups is projected to be GBP 252 billion per annum. Their cumulative disposable income is projected to reach GBP 3.06 trillion by 2031, increasing to GBP 16.7 trillion by 2061…).”
广告是品牌扩大其消费群体不可或缺的途径。当下，许多品牌都更加关注多元化、公平性和包容性，并在其广告活动中展示这些重要问题。（图：nappy.co / NappyStock / Creative Commons Zero (CCO)）
Advertising is an indispensable way for brands to expand their consumer base. Many brands are now paying greater attention to diversity, equity and inclusion and are showcasing these important issues in their advertising campaigns. (Photo: nappy.co / NappyStock / Creative Commons Zero (CCO))
知识产权、品牌化和多元化：商业案例
IP, branding and diversity: the business case
除了多元化，知识产权也是创新和创造的催化剂。当我们谈论知识产权时，我们指的是公司的无形（非物质）资产以及在此背景下的品牌。公司的品牌通常受到商标的法律保护，可以在法庭上强制执行。注册商标后，公司享有一系列权利，包括在一定年限内排他地使用该品牌，并可选择续展。
Along with diversity, IP rights are also a catalyst for innovation and creativity. When we talk about IP, we are referring to a company’s intangible (non-physical) assets, and in this context, its brand. A company’s brand is typically legally protected by a trademark, which can be enforced in a court of law. On registering a trademark, a company enjoys a number of rights, including the exclusive use of the brand for a certain number of years with the option for renewal.
在生产成本不断降低的当今经济中，无形资产占据着至高无上的地位，消费者越来越依赖品牌来做出购买决定。无形资产在公司资产组合中的重要性，以及在日益以知识为基础的全球经济中的重要性，现已得到广泛认可。例如，Ocean Tomo《2020年无形资产市场价值调查》显示，无形资产占标准普尔市场价值的90%。
In today’s economy where costs of production are decreasing, intangible assets reign supreme, with consumers increasingly relying on brands to make purchasing decisions. The significance of intangible assets in a company’s portfolio, as well as in the global economy, which is becoming increasingly knowledge-based, is now widely acknowledged. For example, Ocean Tomo’s 2020 Intangible Asset Market Value Survey shows that intangible assets represent 90 percent of S&P market value.
建立一个强大的商标或品牌形象能让企业从竞争对手中脱颖而出，吸引并留住忠实客户，最终在竞争激烈的市场中蓬勃发展。但是，在推广品牌时，多元化从何谈起？
Establishing a strong trademark or brand identity enables a business to distinguish itself from competitors, attract and retain loyal customers and ultimately thrive in a fiercely competitive market. But where does diversity come into the equation when promoting a brand?
广告是品牌吸引客户、扩大其消费群体的一个不可或缺的途径。为了满足消费者的需求，同时也为了业务增长，许多品牌现在都更加关注多元化、公平性和包容性（DEI），并在其广告活动中展示这些重要问题。越来越多的品牌所有者认为，这些活动是接触和赢得新客户以及从竞争对手中脱颖而出的有力工具。
Advertising is an indispensable way for brands to attract customers and expand their consumer base. In response to consumer demand, and in the interests of business growth, many brands are now paying greater attention to diversity, equity and inclusion (DEI), and are showcasing these important issues in their advertising campaigns. Increasingly, brand owners view such campaigns as powerful vehicles to reach and win new customers and to stand out from competitors.
马丁广告公司首席营收官Tasha Dean告诉《WIPO杂志》，尽管人们越来越认识到多元化、公平性和包容性的商业价值，但“84%的多元化没有引起人们的注意”。
However, despite growing recognition of the business case for diversity, equity and inclusion, around “84 percent of diversity goes unnoticed,” Tasha Dean, Chief Revenue Officer at the Martin Agency tells WIPO Magazine, suggesting that a great deal still needs to be done to capture consumer attention on these issues.
数据显示，多元化是企业致胜的法宝。它使品牌能够展现全新的视角，与不同的受众产生共鸣，并激发有意义的联系。客户更有可能与那些能引起他们共鸣并能让他们看到自己的品牌建立联系。在（上述）CEE报告中，超过四分之三的受访者表示，品牌倡导多元化和包容性对他们来说非常重要。
The data show that diversity is a winner for business. It enables brands to present fresh perspectives that resonate with diverse audiences and inspire meaningful connections. Customers are more likely to engage with brands that resonate with them and in which they see themselves. More than three-quarters of the respondents in the CEE report (mentioned above) state that it’s important for them that brands promote diversity and inclusion.
针对超过2000名消费者开展的Adobe公司全球研究（2019年）指出，“大多数美国人（61%）认为广告中的多元化很重要[……]38%的消费者表示，他们更愿意信任广告中表现出更多多元化的品牌”。WPP还指出，在2022年，消费者对广告中代表少数民族的品牌的信任度更高，“白人受访者为79%对60%”。
Adobe’s global study (2019) of over 2000 consumers notes that, “Most Americans (61%) find diversity in advertising important […] 38% of consumers said they are more likely to trust brands that show more diversity in their ads.” WPP also notes that in 2022, consumer trust was higher for brands that represent ethnic minorities in their advertising with “79% versus 60% for white respondents.”
这种竞争优势可以提高商标的价值，使品牌所有者能够利用其知识产权作为抵押，获得扩大经营和投资新产品所需的资金。此外，公司知识产权的价值还能吸引合作伙伴，提供许可和特许经营的机会。
Such a competitive edge can increase the value of a trademark, enabling brand owners to leverage their IP as collateral to secure the financing needed to expand operations and invest in new products. Moreover, the value of a company’s IP can also attract partners and provide opportunities for licensing and franchising.
广告公司现在认识到，广告的多元化必须植根于公司文化，而不仅仅局限于制作过程。（图：Prostock-Studio / iStock / Getty Images Plus）
Creative agencies are now recognizing that diversity in advertising needs to be rooted in the company culture and is not limited to the production process. (Photo: Prostock-Studio / iStock / Getty Images Plus)
在线阅读访谈全文，进一步了解多元化、公平性和包容性。
Read the full interview online and learn more about DEI.
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