This Old Trademark: Revitalizing a Brand After Acquisition

During an acquisition or merger, the focus of the intellectual property team -- whether in-house, outside counsel or a combination thereof -- is on due diligence issues: confirming ownership and providing necessary information for the preparation of schedules. After the agreement is signed, the emphasis should shift to supporting the new owner's brand strategy. Attorneys who understand the broader picture of a company's strategy, rather than focusing, for instance, on the narrow issue of what marks should be registered, will be better able to serve their clients and protect their brands.

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