Article

Think globally, act globally: legal considerations for developing and managing a global brand

Authors

World Trademark Review Yearbook 2014-2014

This article first appeared in World Trademark Review Yearbook 2014/15, a supplement to WTR magazine, published by The IP Media Group. To view the guide in full, please go to www.worldtrademarkreview.com

There is no doubt that the world is getting smaller. The Internet provides many companies with a distribution network that reaches across the globe, and businesses offer products and services to a global community. As a result, the marketplace is becoming increasingly crowded with new offerings. Given this busy global playing field, brand owners must develop strategies to protect trademarks beyond their home base for product launches in new territories and to guard against infringement. This chapter highlights some legal considerations to keep in mind when building and protecting a global brand.

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The opinions expressed are those of the authors on the date noted above and do not necessarily reflect the views of Fish & Richardson P.C., any other of its lawyers, its clients, or any of its or their respective affiliates. This post is for general information purposes only and is not intended to be and should not be taken as legal advice. No attorney-client relationship is formed.