A company’s trade marks and external brand elements are typically an integral and important part of a business and as such require to be managed appropriately. This is particularly true where a company may licence contractors, franchisees and other third parties to use its external brand elements and related trade marks. If these trade marks are used incorrectly, and without the company’s control, then serious harm can be done to the reputation of the business and a company many lose the rights to some of its important IP assets.

Wrays assists organisations to put in place some simple procedures that can help manage this important part of a business. This can include simple guidelines and processes that staff can use, a register to keep track of trade marks and other IP rights, and education and awareness sessions for key personnel so that they can appreciate the importance of the proper use and management of such IP assets to the robustness of the company’s external brand.

Wrays can also carry out an audit of a company’s trade mark and external brand management processes and provide specific guidance on how a company may be able to bolster its current practices and/or optimise its portfolio to better match its IP strategy.