A brand is often a company’s most valuable asset, yet, many companies do not understand trademark law or trademark strategy and how these interact with brand, market and product strategy. As companies launch new products, enter new markets and geographies or establish new relationships, they often fail to ensure that their trademarks keep up with and cover those new initiatives and arrangements. The result can be catastrophic.
In this video Paul Adams, CEO of EverEdge, outlines why entering a market without adequate brand protection or infringing the brand of another party is a recipe for disaster and how companies can prevent this occurring.
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