Our trade mark portfolio health check - BrandFit® will make sure your portfolio is fit for purpose and keep your budget working as smartly as it can

Trade mark portfolios should be fluid: constantly evolving to reflect and support the changing needs of a business. But it doesn’t always turn out like that:

Why does it matter?

When there is a disconnect between your business plan and trade mark portfolio, it can:

  • Put the company at risk

  • Lead to missed opportunities to build value in the business

  • Result in valuable budget being wasted on a market or brand that doesn’t warrant it, while leaving more valuable areas of the business under-invested in and under-protected

All of which may decrease value, waste money and give rivals a competitive advantage.

How can we help?

To make sure your trade mark portfolio is fit for purpose and that your budget is working as smartly as it can, we have developed BrandFit®. This portfolio “health check” analyses your business plan and assesses your existing trade mark portfolio against it, getting to the bottom of what you do and don’t need, saving you money, identifying any gaps and areas of risk, and making proactive, tailored recommendations to shore up your brand protection.

Whether you think your portfolio is a bit tired and needs a fresh review, you want to protect and de-risk your next stage of growth, or you’re heading towards due diligence for investment or exit, BrandFit® will give you a clear road-map to help build a strategic, robust portfolio that genuinely supports and adds value to your business.


Who is BrandFit® for?

We often see portfolios where trade marks have been filed and registered years ago, with little or no further consideration or review. As a result, key geographic markets may be left exposed with no protection; new brands/products/services may be introduced but not cleared for use or protected; and logos may be updated but not re-registered, leaving old registrations open to non-use cancellation and problems with enforcement.

We also see portfolios where just a few marks have been filed to get the business off the ground and secure a minimum level of protection, but with no real strategy or thought for future expansion. Often, understandably, the work has been done inhouse, without professional advice, and it’s only when a new round of investment comes in that the funds are there to look at the bigger picture and develop a more cohesive and effective brand protection strategy.

In other cases, the anticipation of investment or exit is the (very sensible) trigger to look at a portfolio more closely. The process of due diligence can raise all kinds of questions about the state of a portfolio and its ownership, and any gaps or obvious risks may well be used by investors or potential purchasers to lower the value of a company. If that analysis can be completed before due diligence, the company stands a much better chance of realising (or even increasing) its potential value.

Sometimes a company doesn’t even know what’s in its portfolio and whether or not it’s fit for purpose. This is a frequent occurrence following a merger or acquisition and it can be a serial headache for companies that are especially acquisitive.

“Frank and practical” - Kilburn & Strode’s BrandFit® review is a “key maintenance tool for a lean portfolio.”

Leading UK-based medtech company