In-house: Think like a start-up to add value: how Microsoft manages its legal function

By Jayne Durden

As more brands expand and globalise, the management of trademark portfolios is becoming increasingly challenging. With a large and complex portfolio to handle, Microsoft is addressing this issue head on

Brand owners are increasingly looking to actively manage the market value and competitive strength of their brands as intangible company assets. Brands therefore need to be handled carefully to ensure that they deliver maximum return on investment. As their position in corporate strategy continues to evolve, trademark teams have an increasing role to play across businesses.

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Issue 72