Nicholas D. Wells

For many businesses, their brand is their most valuable asset. Yet few understand the secrets to protecting a brand in a world of ecommerce, social media, and global business. In this concise guide, attorney Nicholas Wells explains the how and why of brand management from a legal perspective, including selecting trademarks, the registration process, enforcing your legal rights, and much more. Imagine that you could sit down with an experienced trademark lawyer and hear an explanation of how the trademark register functions, what principles guide judges and trademark examiners, how to license your brand, and what pitfalls trip up so many brand owners. This clearly written handbook for business owners and marketing managers collects the explanations to these and other issues, refined through hundreds of client interviews. Topics include - How to choose the right brand and what common mistakes lead to weak brands - Avoiding conflicting brands before you commit to invest in a new trademark - How to watch for unauthorized use of your brand - The pitfalls of licensing your brand and using security agreements - Why you must enforce your legal rights in your brand—and knowing when enforcement isn’t justified