Managing a brand portfolio

Today, companies and brands move incredibly fast. Logos evolve, slogans fall out of use, goods and services offered expand and contract, markets develop, ownerships change — even entire marketplaces can transform fundamentally.

The level, type and extent of brand protection needs to be adapted accordingly. It can be difficult for businesses to keep on top of these changes and company restructuring can often overlook the ownership of the trade mark portfolio, or fail to assess the implications on an existing portfolio. In a worst case scenario, failure to keep up with changes can mean that rights become worthless and/or are difficult or impossible to enforce, negatively impacting the brand and/or business.


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