A trademark portfolio is a collection of registered trademarks owned by an entity. The goal of professional trademark portfolio management is to protect the value of the trademarks and ensure they are used in a way that benefits the entity. There are several steps involved in managing a trademark portfolio:
1. Assessment – In order to determine the value of the trademarks, an assessment must be conducted. This assessment can include looking at past infringement activity, researching comparable brands, and assessing the market potential for each mark.
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2. Planning – Once the assessment is completed, plans must be made to protect and grow the portfolio. This may include initiating legal action against violators, filing new trademarks, or developing marketing strategies.
3. Monitoring and Evaluation – Periodically monitoring and evaluating progress will help ensure that assets are being protected effectively and that goals are being met. This may involve conducting surveys or analysis of sales data to measure success or failure of strategies implemented in past years.
A trademark portfolio can be an important tool for protecting the value of a company's intellectual property. By following the steps of trademark portfolio management, it is possible to protect valuable trademarks and ensure they are used in a way that benefits the entity.