It's (Not) a Small World: Global Trademark Strategies to Protect Your Brand

This webinar has ended.


In today’s globalized market, it is more important than ever to make smart decisions on trademark selection, registration, and enforcement. Brand owners need to develop strategies for protecting trademarks beyond their home base to protect their products from infringers. A successful brand management program can play a vital role in minimizing risk and maximizing value.

In this webinar, Fish & Richardson’s Cynthia Walden and Jan Zecher discussed best practices for building and protecting a global brand, including:

  • Where to file: prioritizing countries, developing a budget, and establishing clearance protocols
  • How to file: advantages and disadvantages of Madrid Protocol System, national filings, Community Trademarks
  • How to enforce: registering marks with local customs and border control agencies, global trademark watch services, internet watch services for domain names and social media


  • Cynthia Walden, Principal, Trademark and Copyright Practice Group Leader, Boston
  • Jan Zecher, Principal, Munich, Germany