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


World Trademark Review Yearbook 2014-2014

This article first appeared in World Trademark Review Yearbook 2014/15, a supplement to WTR magazine, published by The IP Media Group. To view the guide in full, please go to

There is no doubt that the world is getting smaller. The Internet provides many companies with a distribution network that reaches across the globe, and businesses offer products and services to a global community. As a result, the marketplace is becoming increasingly crowded with new offerings. Given this busy global playing field, brand owners must develop strategies to protect trademarks beyond their home base for product launches in new territories and to guard against infringement. This chapter highlights some legal considerations to keep in mind when building and protecting a global brand.

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