A strong brand identity is one of the most powerful, revenue-generating tools available to a high tech company. Gesmer Updegrove helps businesses build a strong identity by advising on proper use, maintenance, and enforcement of trademarks and Internet domain-names as part of an integrated intellectual property portfolio.

Our attorneys help clients establish a solid infrastructure of trademarks and domain names beginning with comprehensive searches, including investigations of potentially competing or conflicting marks. We provide registration and docketing services with federal and international filings. We also provide counsel on proper trademark use and management, such as assessing clarity and evaluating intent to use marks.

We offer advice on gaining the most value from registered marks. We also identify unregistered marks, evaluating relative strength and probable scope. We provide recommendations for or against registration, based on current use of the mark, danger of misappropriation, and the potential value of a registration in the event of infringement.

Our attorneys help businesses understand and implement the unique guidelines, risks, and best practices presented by the Internet as an additional media for promoting brand identity. We are skilled in conducting website audits including in-depth trademark analysis. We evaluate “trade dress” and copyright analysis concerning the “look and feel” of a company's website. We can also advise clients on techniques for policing outside parties, including the use of databases and services to identify the posting of infringing marks and registration of confusingly similar domain names.

Our Trademark Practice provides businesses with the appropriate resources and mechanisms to monitor and protect their brand identity. We also offer channels for enforcement and help our clients maximize their legal options in the event of litigation. If businesses find their trademarks compromised, our Litigation Practice is experienced in efficiently and cost-effectively resolving trademark issues.

For more information on our Trademark Practice, please contact Susan Mulholland (profile, email).