It has just surveyed trade mark teams from 58 brand
owners around the world. The firm found that 43 of the managers
cited a lack of cooperation or understanding from the business
units they were advising as one of the top three issues they
faced in managing their trade mark teams.
The problem is even greater in
companies from Asia, Hogan Lovells found, with more trade mark
managers describing this issue as the biggest they face.
Although the solution might be
obvious – spend more time training business unit
colleagues –financial barriers stand in the way. Of
the trade mark managers surveyed, 58% cited budget constraints
that prevent them from hiring more staff as one of the top
three issues they face, while almost half mentioned
insufficient budget to carry out the work they wanted to
So what can in-house trade mark
managers do? Lloyd Parker of Hogan Lovells suggests that the
firm’s survey might help them to lobby for more
budget to pay for a bigger team. Increasing understanding of
the importance of trade marks to a company’s
bottom line has to be good for companies – and
for the law firms that advise them.