Abion / Blog / Trademark infringement and the responsibility of the marketing manager
Varumärkesintrång och marknadschefens ansvar

A marketing manager’s worst nightmare

Trademark protection and trademark safety are strangely overlooked by many companies, especially considering that infringement may cost a fortune. However, there is help available and good potential to minimize risk by combining technology and law.

We often hear business leaders or marketing managers say, “the brand is our biggest and most valuable asset”. Paradoxically, at the same time, trademark protection is often neglected by the same companies, constituting a major financial risk.

Are you risk aware?

With the increasing digitization and digital use of trademarks, it is even more difficult for companies to protect and secure a trademark and monitor its use. When fraudsters use trademarks illegally, they usually do so without the owner’s knowledge. In addition to the lack of monitoring, many companies also lack a clear overview and administration of their trademark rights. In which countries is the trademark protected and in what aspects? In what ways is it exposed to threats? What needs to be done proactively to minimize risks? What legal leeway do we have with our trademark? These are just a few questions that the marketing manager should ask himself.

The global economy poses greater challenges to brand protection. Company representatives often say that “the brand is a great asset” and that it “represents the company’s greatest value”, but don’t always act on those statements.

Consequently, the most important task for a marketing manager might be to ensure basic protection for the brand as a whole. As a marketing manager, you must be aware your brand is subjected to completely different threats today compared to before.

To ensure adequate trademark security, you need to consider all aspects of a trademark, both legally and technically. For that reason, marketing managers should always involve IT managers in brand security.

Protect your brand

In a global market, with all the opportunities and challenges it entails, it is not enough to look at trademark protection solely from a legal perspective. You must have a holistic view of the brand.

In today’s digitized world, trademark protection goes beyond taking legal precautionary measures. You also need to consider all new threats that your brand encounters in the digital and global environment. Unfortunately, it is often the case that a trademark injury must occur before a company realizes the urgent need to take action.

An evident example is how the IT department’s policies and initiatives affect the brand to a large extent. If the IT department uses insufficient, cheap security certificates (SSL), has a substandard security policy for passwords or fails to upgrade the software regularly, which in turn can lead to hacking, the company risks infringement that causes great damage to the brand.

Commitment is crucial

To ensure successful trademark protection, the brand manager must be truly committed to the matter. But it is not enough if only one person is involved in the brand and its protection, the responsibility must be seen from a broader perspective and involve more people and departments within the company.

Key takeaways:

Three key words for a marketing manager when it comes to brand protection

  • Protect – review your basic trademark protection before it’s too late
  • Monitor – gather intelligence and monitor how your brand appears online
  • Take action – use legal, technical and digital solutions to deal with challenges

Want to know more of how we can help you?

That’s how you get holistic and comprehensive trademark protection

To gain an even greater understanding of trademark protection, be sure to download our guide. See the guide as an aid that helps you feel confident that you are doing the necessary work to protect your trademark.

Download guide

The optimal guide to brand protection

Related reading

Magdalena Bonde Abion - Steven Lane Lane IP - Press relese

Abion Expands its International Footprint With the Acquisition of Lane IP

5, June 2024
We are excited to announce the acquisition of Lane IP, a renowned UK-based IP specialist. This strategic acquisiti...
Alfa Romeo sign

Alfa Romeo makes a U-turn: Milano goes Junior

Trademark Management
13, May 2024
Following pressure from the Italian government, Alfa Romeo is forced to change the name of its newly unveiled SUV.

This website uses cookies

Cookies ("cookies") consist of small text files. The text files contain data which is stored on your device. To be able to place some type of cookies we need your consent. We at Abion AB, corporate identity number 556633-6169 use these types of cookies. To read more about which cookies we use and storage duration, click here to get to our cookiepolicy.

Manage your cookie-settings

Necessary cookies

Necessary cookies are cookies that need to be placed for fundamental functions on the website to work. Fundamental functions are for instance cookies that are needed for you to use menus and navigate the website.

Functional cookies

Functional cookies need to be placed for the website to perform in the way that you expect. For instance to remember which language you prefer, to know if you are logged in, to keep the website secure, remember login credentials or to enable sorting of products on the website in the way that you prefer.

Statistical cookies

To know how you interact with the website we place cookies to collect statistics. These cookies anonymize personal data.

Ad measurement cookies

To be able to provide a better service and experience we place cookies to tailor marketing for you. Another purpose for this placement is to market products or services to you, give tailored offers or market and give recommendations on new concepts based on what you have bought from us previously.

Ad measurement user cookies

In order to show relevant ads we place cookies to tailor ads for you

Personalized ads cookies

To show relevant and personal ads we place cookies to provide unique offers that are tailored to your user data