Businesses that are managing different brand names for the same
products in different jurisdictions could save time and money by
harmonising their trademark portfolio, says
Luke Portnow.
Today, most companies prefer to use the same brand name for
their products worldwide, but the extent to which trademarks vary
around the world can still come as a surprise. Many businesses with
portfolios of older 'legacy' brands are still managing
multiple trademarks for the same products due to historic naming
and trademark protection strategies, for example. Alternatively,
they may be blocked in different markets by pre-existing
third-party rights.
Why harmonise your trademarks?
While there are benefits to selecting different brand names to
meet the needs of a specific country or language group, harmonising
your approach to trademarks globally can bring many other long-term
benefits. For example, uniformity in the naming of goods and
branding worldwide results in stronger
