Tips for effective brand management

While most organizations recognize the importance of acquiring protection
for their brands, the inevitable budget constraints remain. As a result, the
trademark manager is often faced with the dilemma of which brands to register
as trademarks, to what extent they should be protected and in which jurisdictions.
Darren Olivier and Rachel Tan of Field Fisher Waterhouse in London explain how
to conduct an effective brand audit to determine the relevant protection strategy,
and highlight some cost-cutting and revenue-generating tips that will stand
the trademark manager in good stead to negotiate his or her budget.