The main purpose of intellectual property law is to encourage the creation of a wide variety of intellectual goods

Intellectual property rights include patents, copyright, industrial design rights, trademarks. Brand elements, sometimes called brand identities, are those unique devices that serve to identify and differentiate the brand. The main ones are brand names, URLs, logos, symbols, characters, spokespeople, slogans, jingles, packages, and signage. The customer-based brand equity model suggests that marketers should choose brand elements to enhance brand awareness; facilitate the formation of strong, favourable, and unique brand associations; or elicit positive brand judgments and feelings. In general, there are six criteria for brand elements; Memorable, Meaningful, Likable, Transferable, Adaptable, and Protectable.

The main purpose of intellectual property law is to encourage the creation of a wide variety of intellectual goods for consumers. To achieve this, the law gives people and businesses property rights to the information and intellectual goods they create, usually for a limited period of time. Because they can then profit from them, this gives economic incentive for their creation.