Protecting Immaterial Assets
Today, brands are one of the most important, and often most valuable, assets of a company. Market success, and often the value of a company, significantly depends on the success of the protection of core brands. Furthermore, the successful introduction of new products is often only possible if a secured trademark position is established in advance. The brand makes it possible to distinguish a product or service from that of competitors; it establishes customer loyalty and allows customers to identify products and services. Since brands are the only property right that can be valid without a time limitation, the economic success of many companies depends on brand portfolios that are often decades old. In many cases, individual brands must be registered and defended in a variety of countries at the same time. Together with the company’s name, brands are the essential component of sign and trademark law.