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Brand Protection

“Image means personality. Products, like people, have personalities, and they can make or break them in the marketplace.” – David Ogilvy

Creating trade marks

International agreements

Creating design rights


Creating IP portfolios

Brand monitoring service

Brand valuations

Managing IP

Trade mark appeals, opposition and revocation

Brand and design registration



We help clients navigate the complex process of creating, growing and protecting brands so they are built to last.

Brands are how clients and customers recognise you.

Whether it is a logo, or the name of your company, products or services – brands are signs which alert the buying public that what you're selling originates from you and no-one else.

Brands act a "seal of quality" and origin that are empowered by goodwill your business has built up over the course of its operation.


Example: Nike

Consider a pair of Nike trainers placed alongside an identical pair – except the identical pair does not display any branding elements. No “Nike”, no “swoosh”. For most consumers, at the same (or even a discounted) price point – the branded trainers are more attractive.

This is because Nike’s branding adds value to the consumer, including but not limited to:

  1. A promise of quality
  2. Association with culture surrounding that product (e.g. association by many of the world’s best athletes)
  3. Expression of these qualities to others

This value is absolutely crucial to Nike, in fact, in 2019 Nike’s brand alone was valued at $32.4 billion. It is the same for all companies who become known for their products and services and using branding to differentiate themselves from competitors. Especially when others will use marks or signs used by these companies to redirect trade or take advantage by using signs illegitimately.

Protect your brands

Simply put, brands need to be protected, not only to stop infringement, copycats and counterfeits – but also in order to secure brands in a way where they can be licensed, franchised and primed for business growth.

Brands are protected by registered rights in the form of trade marks and can attract protection through unregistered rights under the tort of passing off.

As a business grows it is vital that they have a proactive brand protection strategy in place in order to secure and grow the value of these assets in line with their business. Virtuoso Legal’s team has a storied history in partnering with international businesses to secure and develop their brands.

“It is no surprise to anyone worth their salt in business that the most valuable companies in the world are also those who have the most valuable brands in their ownership. In a digital world where companies quickly have an international footprint and become overnight successes it becomes quickly clear that strong brands that can be legally enforced are crucial. We’re always delighted to help businesses secure their priorities and develop brand portfolios which quickly multiply in value”

Kirsten Toft, Director

Our experts in this area

Kirsten Toft

Liz Ward

Kate Reid

How can we help?

If you need assistance in any of these areas, get in touch with our world class solicitors.

Leeds 0113 237 9900

London 0207 412 8372

Get in touch


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