Creating a sustainable online brand management strategy

01-01-2010

Fabio Angelini and Lorenzo Litta, of the International Trademark Association, caution companies against being too aggressive in protecting their trademarks online.

Fabio Angelini and Lorenzo Litta, of the International Trademark Association, caution companies against being too aggressive in protecting their trademarks online.

The global financial crisis of the last two years has deeply affected companies’ IP departments and, as a consequence, their IP attorneys and agencies. More than ever, the key word for a successful brand management strategy is sustainability. Big budgets are gone and lavish spending is a thing of the past. Companies worldwide are extremely cost-conscious and very attentive to returns on investment.

This presents a wonderful opportunity for many companies to rethink and revise their online strategy and bring it in line with their overall trademark practice. It is much easier to change practices when outside events force you to do so, than to try to single-handedly change corporate inertia.


WIPR