The importance of protecting one’s brand
In a globalized, digitalized and more competitive world, it is not enough just delivering a great service or product. As innovation grows and products’ life spans gets shorter, companies need every competitive advantage they can get. You need to stand out!
Every company today views their brand as one of the company’s most important asset, but far from everyone has the trademark protection they need.
The consequences of not having enough protection
The more famous your brand becomes, the higher the risk of infringements. Lesser known brands can also be the victims of costly infringements that oftentimes affect the company in a negative way. However, these kinds of problems can be avoided, with the right protection and strategic handling.
An inadequate trademark protection can affect your usage of your brands both short term and long term. Registering a trademark with wrong classification can enable your competitors to profit on your brand. Lacking trademark protection in certain markets can make international expansion much more costly, or put a stop to them all together. Lacking trademark protection all together means that you for one thing do not have exclusive rights to the name and/or symbol, but there is also always a risk that someone else registers the trademark ahead of you, thus preventing you from using your brand. That is why a trademark requires strategic management and control in order to be viewed as a valuable asset.
A trademark portfolio that is up-to-date and according to policy is a must
A registered trademark gives you exclusive rights to use the brand. By controlling your trademark, you can coordinate external communication/marketing with the legal aspects of the brand. A clear and thought-out external communication is rarely sustainable if not combined with a strong and strategic legal protection. As part of one’s brand protection strategy one has to define one’s brand, which business areas it needs to be protected in and in which countries.
We evaluate your prospective application
Ports Group offers preliminary investigations for prospective brands. Partly to identify potential legal pitfalls, but also to evaluate the strength of the brand. We take into consideration what judgements the concerned authorities might make as to trademark applications, as well as potential objections from other rights holders. Based on our preliminary investigation we recommend how to proceed with the protection of trademarks on your targeted markets.
We take care of the entire trademark process
Every company has their own unique brand portfolio and require unique treatment. Ports Group’s legal team have decades of experience in intellectual property and will know your specific needs. Our team handles national and international trademark applications on a daily basis and know what the specific regulations are regarding different types of trademarks. When applying for a trademark through us we guarantee that you get the best service, all the way from classification to registration.