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Trademark Management

In: Trademarks

Author

Listed:
  • Tom Blackett

    (Interbrand Group Ltd)

Abstract

For any company that relies upon its trademarks to provide its products or services with a competitive advantage, the main principles of trademark management are simple. 1. Ensure that everyone within the organization — in the departments responsible for production, marketing, finance, logistics and so on — understands and acknowledges that your trademarks are valuable and important assets. 2. Take full advantage of the provisions which exist under law in all current and potential countries of interest to protect your trademarks. 3. Abide by the ‘five golden rules’ (p. 60) for good trademark usage and insist that everyone within the organization understands and applies these according to the procedures described in your trademarks manual. 4. Seek the very best trademark advice in all countries where you intend to market your goods or services. Retain experts in trademark law, not generalists. 5. Move swiftly and ruthlessly against any third party whose activities may threaten your trademark rights. Adherence to these principles will help preserve the value and potency of these most precious corporate assets. And each of these is elaborated on in the following pages.

Suggested Citation

  • Tom Blackett, 1998. "Trademark Management," Palgrave Macmillan Books, in: Trademarks, chapter 0, pages 59-73, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-349-14719-9_4
    DOI: 10.1007/978-1-349-14719-9_4
    as

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