Abion Welcomes Aliona Saalo as Head of Brands & Legal, Sweden

As Abion continues to expand its integrated approach to intellectual property (IP) protection, reinforcing our presence in key markets remains a key priority.

In line with this continued investment in its Brands & Legal offering, Abion is pleased to welcome Aliona Saalo as Head of Brands & Legal, Sweden. With more than a decade of experience advising Swedish and international organisations on trade marks, design rights and copyright, Aliona brings deep legal expertise alongside a strong strategic perspective on brand value and growth.

In her new role, Aliona will lead the continued development of Abion’s Brands & Legal practice in Sweden, working closely with clients on brand strategy, portfolio development and enforcement while strengthening the integration between legal advisory, digital brand protection and domain management.

“Sweden is an important market for Abion, with many companies operating globally from an early stage. Strengthening our legal capabilities locally allows us to better support those organisations with integrated brand protection and strategic advisory,”

Steve Lane, Global Head of Brands & Legal

 

We spoke with Aliona about her new role, what attracted her to Abion, and how she plans to develop the Brands & Legal function in Sweden.

You have extensive experience in IP law and brand protection. Can you tell us a bit about that and what attracted you to this industry?

I’ve worked in intellectual property for more than a decade, focusing primarily on trade marks, design rights and copyright, as well as marketing law and commercial IP agreements. During that time, I’ve advised Swedish and international clients on protecting and developing their brand portfolios, including cross-border strategies, enforcement and disputes.

The intersection between law, business and brand value is what I find most interesting in my work. Brands are often a company’s most important assets and helping organisations protect and grow them makes the work very rewarding.

What experience has most shaped your approach to brands and legal advisory?

Working closely with executive teams during major brand transformations, such as global launches, portfolio restructurings and market expansions, has significantly shaped my approach.

Being involved at a strategic level made it clear that brands are not just legal assets, but core business drivers tied to growth, reputation and long-term value.

At the same time, litigating and handling complex enforcement matters has had a profound impact on how I assess risk and provide advice. Disputes often bring clarity and reveal the strength of earlier strategic decisions, highlighting where governance and protection frameworks need to be stronger.

Together, these experiences have reinforced my belief that legal advisory must be both commercially grounded and strategically proactive, enabling confident decision-making rather than slowing it down.

What specific expertise do you bring to this role?

I bring a strong combination of strategic legal expertise, cross-border portfolio management and litigation-driven risk assessment.

Having worked with complex international trade mark portfolios and enforcement matters, I am comfortable operating where legal, commercial and reputational considerations intersect. My experience has equipped me with the ability to structure legal frameworks that both protect and enable growth, ensuring that brand strategy supports innovation and market expansion.

I am also used to advising executive and marketing teams, translating complexity into clear decision-making and aligning legal priorities with broader business objectives. Alongside governance and negotiation experience, I bring a leadership mindset focused on building scalable processes and high-performing teams.

“Building the function is not just about operational setup. It is about creating a clear value proposition for clients and ensuring that Abion becomes a visible and trusted partner in the Swedish market."

- Aliona Saalo, Head of Brands & Legal, Sweden, Abion

What attracted you to Abion and to the Head of Brands & Legal role in Sweden?

For me, Abion represents the future of protecting brands, where legal expertise, technology and strategic advisory are fully integrated.

The IP landscape is evolving rapidly, and brands today require scalable, proactive and digitally aligned protection. Abion’s model reflects that shift, and I was drawn to the opportunity to be part of shaping that continued evolution.

The Head of Brands & Legal, Sweden role stood out because it goes beyond traditional advisory work. It offers the opportunity to build and lead a forward-looking team, create clear governance frameworks and position Brands & Legal as a strategic growth enabler within the organisation.

How would you describe Abion’s Brands & Legal offering to Swedish organisations?

Abion’s Brands & Legal offering is a tech-enabled, client-centric solution for proactive brand protection.

It combines legal expertise with smart digital tools, domain management and online monitoring and enforcement, giving organisations full visibility and control over their brand and other IP assets.

For Swedish companies operating in an increasingly digital and global environment, this means strategic proactive protection rather than reactive problem-solving. By integrating legal, digital and strategic perspectives into one coordinated framework, we simplify complexity and allow organisations to focus on growth while we ensure their brands are protected across all relevant touchpoints.

What makes the Swedish market unique when it comes to brands and digital maturity? And what opportunities to you see? 

The Swedish market stands out for its strong innovation culture, early internationalisation and high digital maturity. Many Swedish companies expand beyond national borders at an early stage, meaning brand strategy and legal protection must often be designed for global exposure from day one.

Consumers are also highly active online, and businesses operate across multiple digital channels. This increases exposure to domain conflicts, online infringements and reputational risks, making integrated digital brand protection and enforcement essential.

Traditionally, the market has been served either by classic IP law firms or technical domain providers. The opportunity lies in bridging that gap through an integrated model that combines legal expertise, digital monitoring and strategic advisory. By combining these services, we can help organisations not only defend their rights but also actively strengthen their market position.

“Sweden’s strong innovation culture and digital maturity mean many companies expand globally early. That makes integrated brand protection, combining legal expertise with digital monitoring, essential."

- Aliona Saalo, Head of Brands & Legal, Sweden, Abion

What major trends do you see shaping IP protection in the coming years?

IP protection is becoming part of a broader digital ecosystem rather than a standalone legal function.

AI and automation will fundamentally reshape how brands are monitored, enforced and strategically developed. Predictive models will identify risks earlier; automated systems will detect infringements in real time and data analytics will guide enforcement priorities based on commercial impact.

The firms that succeed will be those that combine deep legal expertise with scalable technology, automation and strategic foresight.

How do domains and brand protection fit into conversations around digital trust and cybersecurity?

In the digital economy, a brand primarily lives online, across websites, marketplaces, social media and digital platforms. Domain portfolios, therefore, represent far more than technical infrastructure; they are a central part of a company’s identity and credibility.

When domains are misused through phishing, impersonation or counterfeiting, the impact goes far beyond legal infringement. It erodes trust, weakens brand equity and can directly affect revenue.

By integrating legal strategy with digital monitoring and intelligent enforcement tools, organisations can safeguard their reputation, reinforce customer confidence and protect one of their most valuable assets: their brand.