Manage Brand Portfolio
We organize and manage brand portfolios across countries, trademarks, and life cycles.
Structure in Ongoing Brand Management
Trademarks are assets whose value does not depend solely on registration. What matters is whether they fit the business model, are used consistently, and are protected to the appropriate extent. Portfolios involve a variety of protection methods, terms, usage requirements, and risks. Trademark portfolio management therefore belongs to the phase of trademark management in which value is preserved and risks are managed early on.
Key Issues in the Brand Portfolio
Transparency & Accountability
It must be clarified which brand is assigned to which company, who is listed as the owner, and whether licenses and corporate structures are accurately reflected.
Appropriate Scope of Coverage
A portfolio regularly raises the question of whether the lists of goods and services still align with the business or should be harmonized.
Usage & Inventory
For portfolios, it is necessary to verify which trademark is actually used as an indication of origin and how evidence of use is systematically documented.
Country Strategy
Not every market requires the same approach. Growth, distribution channels, or shifts in production may necessitate adjustments.
Avoiding Risks
Unstructured Brand Portfolio
A lack of oversight can lead to missed deadlines, gaps in protection, or trademarks losing their strategic function.
Over-insurance or Underinsurance
Protection scopes that are too broad or unused incur costs and increase the attack surface—for example, in cases where third-party rights are not being used or are outdated.
How do we proceed?
State of Affairs
We track trademarks, protection periods, countries, terms of validity, owners, and relevant agreements.
Consolidation
We align structures, scope of protection, and responsibilities.
Control
We provide support for extensions, adjustments, or intentional reductions.
Documentation
We ensure transparent, brand-specific documentation—even in the event of future disputes or transactions.
In this way, the brand portfolio becomes a manageable tool that remains robust from an organizational, economic, and legal standpoint. Please contact us.
Related to the topic of strategy development
Deadlines & Extensions
Monitoring of Term of Protection, Extensions, and Official Deadlines
Issue warnings
Assessment of whether the trademark is eligible for registration at all
Here's how we support you
Portfolio Overview
We track and organize your trademarks across registries, countries, and protection routes.
Strategic Context
We classify brands based on their significance, area of application, and risk profile.
Risk management
We identify vulnerabilities and suggest possible courses of action.
Coordination
We integrate portfolio issues with monitoring, deadlines, and usage.
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