Workloads are getting heavier
In the next update, we will explore brand strategies, budgets and the relationship with internal and external partners. However, before doing so, it is crucial to have a sense of the nature of the workload undertaken.
The first observation to make is that brand-related work is truly international. Only 2% of respondents conduct trademark enforcement work in one or two countries. By contrast, more than half are active in 20-plus jurisdictions – with almost one-fifth contending with enforcement in more than 100 countries. Add in the online world – with 20% conducting all monitoring work internally – and the weight of enforcement work becomes clear.
On top of this, 95% of brand clearance work is entirely or partially conducted by the internal team, with nearly half reporting that portfolio docketing work is a wholly internal activity. Throw in transactional work and it quickly becomes apparent that corporate trademark professionals are busier than ever. In fact, fewer than 5% reported that the amount of work undertaken by the team has reduced over the past year. By contrast, 62% have seen workloads increase.
Are you, or is your company’s trademark department, involved in the following operations?
How is brand clearance conducted as part of your company’s trademark operations?
How is your trademark portfolio docketing conducted?
Does the IP team conduct brand equity monitoring?
In the past 12 months, has the amount of work that your trademark department conducts changed?
Is your online monitoring outsourced or conducted internally?
How many countries do you conduct trademark enforcement activity in?