In branding, we are in the business of creating ideas. And intellectual property is what protects these ideas. It is considered a category of property that contains intangible assets / creations of the human intellect. There are many categories of intellectual property, such as copyrights, patents, trademarks and trade secrets. The main purpose intellectual property serves is to encourage inventions of intellectual goods. The law protects these ideas for a period of time, while it offers economic incentive for their creations for it can ultimately become profitable ideas. These economic incentives are expected to stimulate innovation and contribute to the technological progress of countries, which depends on the extent of protection granted to innovators. Balancing rights so that they are strong enough to encourage the creation of intellectual goods but not so strong that they prevent the goods’ wide use is the primary focus of modern intellectual property law.