Consumers use brands to make choices, demonstrate loyalty and determine value. A brand’s ultimate goal, from a company perspective, is to accelerate growth and generate value (i.e., goodwill). But what is “goodwill” as it relates to trademarks – how is it tied to trademark selection and does it affect licensing, acquisitions and litigation? Intellectual Property partner Emily Bayton answers these questions in addition to outlining proactive steps trademark owners can take to preserve – and expand – the goodwill associated with a trademark.
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