Building Your Brand by Protecting Your Trademarks | Event Recaps | All MKC Content | ANA

Building Your Brand by Protecting Your Trademarks

Executive Summary

Your company's brand communicates its overall image, reputation, and emotional connection with consumers. Companies invest enormous resources to create and expand their brand's customer engagement. To protect this investment, it is critical to secure legal rights in specific brand assets, particularly trademarks, including product names, logos, colors, sounds, and trade dress (i.e., the look and feel of products, packaging, and retail spaces). Speakers in this session discuss how counsel can partner with marketing colleagues to strategically select, develop, use, document, and register trademark assets to build and protect the brand's reputation and market share, and to fend off copycats and counterfeiters.

Douglas (Chip) Rettew
Finnegan, Henderson, Farabow, Garrett & Dunner LLP

Margaret Esquenet
Vice President and Senior Counsel — Brand, Marketing, and Consumer Experienc
Marriott International

Liz Hebert
Associate General Counsel
F45 Training

CLE Materials

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