Novartis leads list of trademark applicants as counsel look to build long-term value

International trademark applications filed under the Madrid system grew by 4.1% in 2012, with Novartis AG topping the list of applicants. This continues the upward trend reported in 2011, despite the continued economic difficulties in many jurisdictions. The challenge for trademark counsel is ensuring that senior management recognise the long-term enterprise value such work facilitates.