Brand Protection Toolkit

Practical Law Toolkit 4-509-1314 (Approx. 18 pages)

Brand Protection Toolkit

by Practical Law Intellectual Property & Technology

Maintained • USA (National/Federal)

Resources designed to help counsel identify and manage the acquisition, protection, licensing, and enforcement of trademarks and other brand assets.

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.

The Brand Protection Toolkit provides a number of continuously maintained resources designed to help counsel identify and manage the acquisition, protection, licensing, and enforcement of trademarks and other brand assets.

Brand Protection Toolkit | Practical Law