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

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