Company Building Brand It Does Not Own
Company spent more than $36M on building a brand it did not own
The Situation
- Fast-growing company, investing $1.5M each month in marketing to build its brand and customer base.
- Planning to leverage brand into offshore markets.
The Client
Financial Services Provider
Outcome
- Basic research identified that the trademark filed by the company’s patent attorney did not provide effective protection.
- It was identified that another company had superior rights to brand in the US market – a key market the company wanted to move into.
Result
Company spent more than $36M on building a brand it did not own