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Five Reasons to Do a Trademark Audit

By Brenda Cotter

While a company's brands are among its most critical and valuable business assets, too little attention is usually devoted to identifying, developing, protecting and exploiting those assets. Gaps in trademark asset protection are often not discovered until a company seeks to enforce or is forced to defend its brands and encounters obstacles that could have been avoided.

In a recent interview, in-house counsel for a major company stated that what keeps him awake at night is wondering what he has missed ' what might happen that he has not foreseen. Conducting regular trademark audits (as well as audits for other intellectual property assets such as patents) is the best way to prevent that scenario for brand assets.

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