Definition

The trademark portfolio is the full set of trademarks owned by an organisation, structured around their strategic role: umbrella brand, product brands, defensive brands, reserve brands. It can include national, regional and international trademarks.

How to structure

• Identify core-business trademarks and secondary trademarks
• Document the classes of Nice and territorial scope for each title
• Map actual use to anticipate cancellation-for-non-use risks
• Articulate trademarks with domain names and social profiles

Management stakes

• Dedicated IP software to centralise and trigger alerts
• Active trademark monitoring of third-party filings
• An IP committee arbitrating filing, extension and abandonment decisions
• Regular reporting to top management and finance, since trademarks are valuable assets