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An onstage Q&A with a panel of brand experts, explored how creative professionals view the role of trademarks, the barriers that can exist between marketing and legal departments, and how counsel can better engage with their creative colleagues
While tasked with guarding the rights on which successful brand portfolios are built, many trademark counsel face an uphill battle to ensure that other corporate stakeholders understand, appreciate and utilise the trademark function. This interactive session explored strategies to establish a deep understanding of the legal team’s contribution to corporate success.
The trademark lifecycle starts with registration, but ultimate success – or failure – is rooted in the treatment of this key corporate asset. Trademark counsel therefore have significant responsibility to identify and neutralise threats, fill gaps in protection and ensure that company assets are being effectively utilised, rather than potentially going unrealised.
Brand valuation is an essential undertaking, whether for transactional purposes, as a measure of corporate performance or to benchmark brand strength. However, it remains an underutilised tool. This practical, interactive session takes a deep dive into just how valuations can be conducted, the tangible link between trademark protection and brand strength, and the practical ways that the results can be deployed by counsel.
Brand-backed lending is on the rise, offering companies increased opportunities to leverage the value that resides in their assets. Meanwhile, the maximisation of tax and financial efficiencies offers the prospect of significant financial savings for companies. In both spheres, trademark counsel have a crictical role to play in realising these opportunities.
A streamlined, resilient trademark portfolio is just one component in successful market monetisation activities. Whether deploying traditional models such as licensing or franchising or seeking to derive brand revenues from social media and new technologies, a number of complex legal and financial issues must be addressed. Failure to do so could result in lost, rather than enhanced, revenue streams.
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