Building Winning Trademarks and Trade Name Operations: Trade Name Generation, Structure, and Investment

While trademarks can add extraordinary value to a blockbuster, many new products seem to reflect haphazard trademarking strategy and execution across their global markets.

Best Practices, LLC undertook this study to distill winning strategies, structures, and approaches to the overall trademark evaluation and registration process. The study provides insights to inform successful trademark naming operations, funding levels, cross-functional participation, global coordination, best structures, winning internal communication strategies, and superior regional understanding.

KEY TOPICS

• Trade Name Generation Process
• Use of Name Banks/Libraries for Trademark Name Selection
• Trademark Naming Group Reporting and Structure
• Trademark Naming Group Investment

• Trademark name generation process for brands
• Degree of utilization of name banks/libraries for trademark name selection
• Total budget (approx. in USD) devoted to trademark naming groups according to company size, therapeutic area, geographic perspective, and name bank utilization; Total budget (approx. in USD) held by all of the brands supported by the trademark naming groups
• Strategy implementation by global and regional trademark naming groups
• Trademark naming group reporting structure
• Span of control of trademark naming groups
• Structure of trademark naming strategy teams
• Internal groups involved in trade names approval process
• Phase-wise involvement level of different groups in the internal trade names approval process
• Job level and function of the individual decision maker who has ultimate authority to determine whether a trade name is used

• Trademarking Reporting Structure: Organizational reporting for trademark naming is split among many groups including Commercial, Legal, Brand, and Business Analytics & Insights groups.

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