Policy matters: trademarks in the real world

Trademark law is not practised in a bubble. Smart trademark
counsel know that their team must dovetail with other departments in order to meet the companys strategic objectives. They also understand that beyond the registration certificates lies a world where brands brighten up store shelves and billboards. The in-house trademark counsel is a nexus not just between internal teams, but also with the outside world. It is thus vital that trademarks are viewed in their wider commercial and political context.