- U.S. trademark owners should conduct trademark searches both domestic and international markets that are of potential significance, even if the foreign search is merely a “knock-out” search for identical marks; and
- U.S. trademark owners should develop and implement strategies for global trademark protection sooner, rather than later.
International searching and registration are costly and often forgotten when small businesses develop and intellectual property strategy. Being proactive and paying for this search early can prevent the cost to either defend an infringement suit or change branding in an entire geographic region. With some forethought it is possible to spread the costs of searching and registration over several months or years. Do not underestimate the growth potential of your brand.
Two recent cases illustrate the importance of this kind of forethought: