WATCH: What’s in a brand — the need for a coherent trade mark enforcement strategy

Theresa Conduah, Partner at Alston & Bird, moderates a discussion with Kate Nye, Associate General Counsel and Senior Director at Gap Inc.; Brittany Estell, Associate General Counsel, Marketing and Brand at Scout Motors; and Lina Khalaf, Senior Legal Counsel at Ferrara.The panel considers how brands can make more strategic use of available enforcement tools, balancing the need for protection with practical limitations on budget and resources. They explore how infringement can be assessed not only in terms of volume, but also in relation to its actual impact on brand value and market position.The discussion also addresses approaches to building a more holistic enforcement strategy, including methods for prioritising high-risk or high-impact infringements. Emphasis is placed on aligning enforcement decisions with broader commercial objectives, ensuring that efforts are focused where they deliver the greatest value.