The Definitive Guide to Trademark Portfolio Management in Australia
Although intangible assets, such as trade marks, have long been recognised as critical to the present and future prospects of a business, too little attention was paid to their ongoing management.
Strong trade marks influence the buying decision process and, in the case of luxury brands, consumers even derive social status from the brand.
The focus has changed from register-and-forget to active management
This guide aims to improve the reader’s understanding of how these assets are tied to their company’s overall business strategy.