ABSTRACT
This chapter continues to build the Intellectual Property (IP) business positioning model with a review of intangible value. It provides examples of intangible value translated into high earnings and hence high brand value such as Charlie Chaplin, Prada, and Samsung. The chapter explains how brand value can translate into income for least developed country (LDC) producers. It presents the Maasai IP Initiative (MIPI) case study – a brand built by using indigenous peoples' culture of strength and courage and used by over 1,000 companies. The chapter describes a detailed method for translating brand value into income for the Maasai. It also explains the implications for indigenous people of improved brand value. The Maasai are represented by an organization created through the traditional decision-making structure of the culture and also hold legal standing as the owner of the brand.
