Running a Lean, Mean Trademark Portfolio in Cost-Conscious Times

The coronavirus crisis has caused a global recession. Many businesses need to rein in costs to ensure that they survive it. That does not mean brand owners should entirely disregard investing in and managing their trademark portfolios, though. By strategically reducing and deferring costs, and investing in low-cost but high-value rights, trademark owners can situate themselves to weather the storm and even come out ahead. This article, first published on Law360, provides some ideas for brand owners to consider implementing including trademark searching triage, filing strategies, maintenance ideas and enforcement solutions.