Connecting trademarks and brands can enable IP owners to
identify ways to save costs and build value. Maartje Broekmans
explains how to match trademark and brand portfolios, assess gaps
in protection and build a brand hierarchy with an IP audit.
A strong brand identity is crucial for success in the dynamic
business landscape. This involves not only creating compelling
logos and marketing strategies but also safeguarding trademarks and
brands that embody the essence of a company's offerings.
Trademark audits play a pivotal role in this process by
comprehensively evaluating a company's IP assets to ensure they
are adequately protected and aligned with strategic objectives.
In addition, an IP audit can help establish a clear brand
hierarchy, which is essential for managing multiple trademarks
within a portfolio effectively. This hierarchical structure
organises trademarks and brands based on their relationship to each
other, distinguishing between parent brands,
