Developing a global brand management strategy for a leading EU health and fitness brand
A high-growth health and fitness brand needed a European trade mark strategy, and to develop its trade mark and design portfolios worldwide to protect its brands and cultivate its international markets.
Already engaged in trade mark disputes with competitor brands in other territories, there was an urgent need to formalise a strategy to protect future growth opportunities.
With the brand’s commercial objectives in mind, we worked with a network of commercially minded foreign counsel to secure protection in over 40 territories. A consistent approach was developed along with the implementation of a strategy which worked across all relevant territories and minimised conflict.
The strategy included the negotiation of consents/assignments of pre-existing registrations, identified viable revocations considering any evidence of use, agreed licences and where commercially required, the instigation of oppositions proceedings.
By securing its global IP portfolio for its diverse range of innovative products, the brand succeeded in acquiring protection throughout numerous territories, expanded its business into new countries, and thereby achieved a greater and significant proportion of the global market.
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