Abstract

In recent years, the business and company world has faced and continues to face the great challenge of copying, falsifying brand or branding. Economic globalization and the digitalisation era we are living in has had this negative effect on business. Many large brands are met with copies of their brand that have taken extensive work, human resources, time and money to create their own unique original brand. Massive copies of fake products are sold everywhere at low cost and with huge profits, and more and more companies through law firms have tried to shape their startups and work on brand protection. Trademark protection refers to the strategy, tools and rules a business has to prevent bad actors from abusing its brand. Implementing a brand protection strategy allows you to maintain your reputation and income. It also protects anyone who comes into contact with your brand — including your customers. The purpose of this paper is to present an overview of the risk a brand has today, the protection methods and strategies a company needs to operate to protect its brand.

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