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Norton Rose Fulbright
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Trademarks, brands, advertising and marketing


Trademarks and brands are key assets for any business, and are increasingly important in today’s highly competitive markets. To obtain maximum protection, brand owners should so far as possible register their brand at the relevant trade mark registry in their home country and in each country where the brand owner does or anticipates doing significant business. Also, whether registered or not, in order to properly protect their rights a brand owner should ensure that the brand is properly used, police the market place and take prompt action against infringers.

As part of our global intellectual property team, we have substantial experience of advising clients on all aspects of the acquisition, exploitation and protection of brands across Europe, the United States, Canada, Latin America, Asia, Australia, Africa and the Middle East.

We regularly advise on the selection and clearance of use of trade marks and trade names and develop trademark registration and enforcement strategies, acting for a number of prominent corporations throughout our key industry sectors: financial institutions; energy; infrastructure, mining and commodities; transport; technology and innovation; and life sciences and healthcare.

We provide legal advice on how a company can use its brand to protect and increase their business and goodwill in the marketplace, including reviewing and clearing advertising and marketing materials.

Our areas of work include

  • trademark prosecution and portfolio management services
  • trademark disputes including trade dress and non-traditional trademarks
  • counterfeit, trade libel and false advertising claims
  • commercialisation of brands including licensing and co-existence agreements, sponsorship and merchandising
  • advice in advertising and marketing, campaigns, ad promotions and competitions
  • domain names – registration and disputes
  • due diligence and trademark advice in the context of corporate transactions.