Features

The trademark manual: a critical tool if deployed effectively

By Kathleen A Rheintgen

Even if you have a strong trademark programme in place, a regular rights audit is a fundamental requirement. However, it needs to be approached – and used – in the right way

Trademarks can be among a company’s most valuable assets, so it is vital that they are used properly and consistently. It is equally important to ensure that you are using only your own trademarks and that any new marks are searched to be sure they are available. This all requires coordination between the legal department and the marketing or advertising departments.

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Issue 71