Building a global brand is a huge and interesting challenge from several perspectives. It takes a lot of effort, time and budget to establish a global well-known brand and brand owners need to know how to manage their brands to make it even stronger. Arlette Molenaar, from Zacco Netherlands, has written an article about managing a global brand and gives concrete tips on registration, use, enforcement and portfolio handling. Read her article "Key tips for managing a global brand".
This article first appeared in World Trademark Review Yearbook 2012/2013, a supplement to World Trademark Review magazine, published by The IP Media Group. To view the publication in full, please go to the World Trademark Review magazine, click here, or open the pdf below.