Management of international brand portfolio deadlines

As registered intellectual property, trademarks naturally have an expiration date. Monitoring the timing and managing renewal methods is fundamental to extending the life of the brand and thus to the company’s business. At Jacobacci & Partners, we constantly monitor deadlines and manage highly complex international brand portfolios for our clients. Through sophisticated IT systems, we are able to identify expiring brands and suggest the best future management strategy.

At Jacobacci & Partners, we offer use of the JCube software: this enables clients (and those who request it) to have direct access to online company databases. Information on the status of trademarks and patents is constantly updated: for example, it is possible to check whether a trademark is active, registered or no longer valid. Other information is also available, such as the date of registration, territorial extensions, etc. Registered clients can use the credentials already in their possession, while those who wish to try JCube can request it through the Contact page.

Managing the expiration of a brand portfolio, especially if it is international, is important for two reasons: it gives new life to the brand, while enabling strategic planning with professionals in the sector of how to continue the brand’s future. Such considerations can include whether modifications to the brand have been made, whether there is need to file any new trademarks and whether there are any ownership or other changes to the brand that need to be accounted for.

Companies that manage portfolio deadlines internally run a higher risk of being unaware that a deadline is approaching, constituting a major disadvantage for those brands. Expiration due to failure to renew may cause the trademark owner to lose the connected use rights, thus exposing it to attacks of various kinds and endangering the brand as a whole.