Think globally, act globally: legal considerations for developing and managing a global brand

There is no doubt that the world is gettingsmaller. The Internet provides many companieswith a distribution network that reaches acrossthe globe, and businesses offer products andservices to a global community. As a result,the marketplace is becoming increasinglycrowded with new offerings. Given this busyglobal playing field, brand owners must developstrategies to protect trademarks beyondtheir home base for product launches in newterritories and to guard against infringement.This chapter highlights some legalconsiderations to keep in mind when buildingand protecting a global brand.