Brand Protection

Brands without protection are like buildings without structural analysis.

Bringing an untested brand on to the market is negligent, with the trademark owner risking trademark infringement lawsuits, or even a declaration to cease and desist. It is also possible that the name might be protected by third parties, in which case it would be unavailable to the company. An international, non-certified brand also carries the risk of damaging its image, if, for example, the name has a negative connotation in a particular country.