Trademark Strategy

Developing a trademark strategy is a complex process involving many parameters. The results of a trademark strategy development are then incorporated as parameters into the brand development.

The trademark strategy is closely linked to the marketing strategy and sales strategy for the products to be marketed under the trademark. The trademark strategy must be developed in parallel with the marketing strategy and sales strategy. The trademark strategy forms the basis for the trademark protection strategy.

Typological Trademark Strategy

The core of this strategy concerns the decision as to which trademark type should be used to identify the products (goods, services) in question; for example, a word mark, static or animated figurative mark, word/figurative mark, sound mark or another trademark type.

Territorial Trademark Strategy

This strategy determines in which countries and cultural environments the trademark is to be used. The result, in turn, is an input parameter for the brand development, as the trademark must not have any negative connotations in the chosen cultural environment. The development of the territorial trademark strategy should therefore precede a brand development.

Trademark Protection Strategy

The trademark protection strategy is based on decisions regarding the typological and territorial trademark strategy. It determines what types of trademark protection should be applied for in which jurisdiction.

Our team brandeur^® supports your marketing department in developing typological and territorial trademark strategies and then develops an optimal trademark protection strategy based thereon.