What’s in a Name? Trademarks and How They Affect Brand Strategy


This paper considers how clients can preserve their intangible assets and take advantage of valuable intellectual property rights. It first reviews the basics of trademark law, and then discusses some more complex areas of brand protection. Topics discussed include registered vs. unregistered trademarks, terms and scope of marks, the registration process, ownership issues, and changes to trademark legislation coming into force in June 2019.

This paper is part of a collection presented at LESA’s Intellectual Property Law for Non-IP Lawyers program in Edmonton on February 5, 2019 and in Calgary on February 12, 2019.

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