Trade marks are a growth business. Global filing rates for trade marks have enjoyed a significant and sustained period of growth, with more than four times as many applications filed in 2019 than in 2005.
This is a trend that shows no signs of slowing down. Thanks to advances in technology, communications and globalisation, trade marks are more important than ever to help secure a company’s strategic position. Additionally, more and more businesses have realised the need to attract online traffic that is broad, memorable and immersive to an array of different cultures and languages.
All this online visibility has business owners wondering: What is the true value of their brand? And, more importantly, how should they then protect it?
The value of a trade mark for business owners
A company’s trade mark portfolio is a safe box for its brands. Within the safe box lies its most valuable assets; from house brands, individual product brands, marketing slogans and domain names, it’s up to the business owner or ‘Keeper’ to work out their priorities and long-term plans for each brand. A coherent strategy helps build and maintain strong brands.
A critical part of any brand protection regime is tracking the success, evaluating the performance of the strategy and analysing results in order to adapt and improve performance and greater flexibility in future enforcement.
To help businesses understand and capitalise on the value of their brand, we have partnered with LexisNexis – a global leader in providing news, insights and analysis to thousands of lawyers and legal experts.
Download our guide, co-authored by Carrollanne Lindley and Lorraine Lowell Neale, as they describe:
Routes to registration in the UK, EU and internationally
How to clear the path in order to secure registration of commercially valuable rights
How to file an application strategically, smartly and speedily (when necessary)
How to correctly maintain a trade mark portfolio – use it or lose it
The need to be vigilant when defending your brand by conducting competitor intelligence and market analysis
How to consider strategic civil and criminal enforcement throught the courts as well as enforcement through customs
How to ensure that a trade mark remains aligned with a company’s overall business strategy
How to use this guide as a springboard for future business growth and expansion
Here to help
For more information about UK and European trade marks, or if you would like any advice, please contact Carrollanne Lindley, Lorraine Lowell Neale or your usual Kilburn & Strode trade mark advisor.