Trademark Knowledge Hub

Trademark Platforms Move Into Day-to-Day Brand Administration

Trademark management is increasingly becoming part of day-to-day business administration rather than a series of isolated legal events. For companies with a single trademark in one jurisdiction, keeping track of a registration may be relatively straightforward. For businesses operating internationally, the picture can quickly become more complicated. A portfolio may contain national trademarks, EU trade marks, UK registrations and international registrations under the Madrid System, each with its own registration details, jurisdictions, classes and deadlines. The challenge is therefore no longer simply obtaining trademark protection. It is maintaining an accurate overview of that protection throughout its lifecycle.