A company’s brands are often among its most valuable assets, as they:
- Embody its reputation.
- Distinguish its goods or services from those of competitors.
- Signify the consistent quality of those goods or services to consumers.
- Create important goodwill with customers.
Given the business and competitive importance of brands, companies should maintain a robust program covering all facets of brand protection, including:
- Selecting, clearing, registering, and maintaining strong and protectable trademarks.
- Ensuring proper use of company trademarks by employees and third parties.
- Implementing appropriate policies and procedures to protect company brands in the social media context.
- Developing programs to protect company trademarks against counterfeiting and gray market activities.
- Identifying and taking appropriate action against third parties that infringe or misuse a company’s trademarks and other intellectual property, including cyberpiracy and other online abuse.
- Managing internet domain names.
- Licensing company trademarks with appropriate quality control and other protections.
Failing to take appropriate actions in these areas can have serious adverse consequences for a company.
We can help you identify and manage the acquisition, protection, licensing, and enforcement of trademarks and other brand assets. Contact us today for a consultation.