Trademarks

Trademarks

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Regional Capabilities

Your brand is a cornerstone of your prosperity—but a brand is only as strong as the team protecting it. You’ve built your brand, marks and reputation into fundamental assets. Count on the global intellectual property lawyers at Dentons to defend them.

Enact a comprehensive trademark acquisition, protection and policing strategy, supported by partners with extensive experience in the dense world of intellectual property law. Monitor these key assets vigilantly and react quickly to potential discrepancies or threats. Deploy the appropriate legal remedies when challenges arise. Maximize brand value through contractual and licensing arrangements. Maintain that value through rigorous enforcement.

As the expansion of digital markets magnifies the risks to intellectual property, Dentons works continuously to preserve your vital brand elements. Our expertise addresses every aspect of trademark strategy, including:

Infringement, unfair competition and passing off
Brand clearance advice
Licensing and exploitation
Strategic IP structuring
Portfolio evaluation, prosecution (direct and through trusted relationships) and management
Trade dress and brand due diligence
Dilution
Domain name registration and management, including combating cybersquatting
Comparative advertising and legitimate fair use of third-party trademarks
Investigation, computer forensics and e-Discovery lab
Media and entertainment industry issues
Customs seizures
Anti-counterfeiting

More About Trademarks

Experience

Amway GmbH: Advising the world’s leading direct sales company on all trademark applications, trademark disputes, and intellectual property related matters in Turkey.
Bacardi and Company Limited: Advising on their intellectual property/trademark, design, unfair competition matters in France, Russia and CIS, and coordinating a new bottle clearance in more than 16 countries, before their worldwide launch. The global set-up of this process was very challenging from a strategic point of view; therefore, our assistance was a crucial part in the success of the new product.
Global entertainment company: Advising in regards to intellectual property enforcement and litigation in Canada with respect to trade-mark and copyright infringement, counterfeit goods, domain name disputes and brand dilution.
Multinational soft-drink manufacturer: Advising in France and Azerbaijan on all of their trademark, design infringements and unfair competition matters. The team is also in charge of trademark customs seizures for the client.
Rotary International: Counseling the global service organization, in trademark protection and enforcement matters.

Recognition

WTR 1000 2025: Dentons’ lawyers among world’s leading trademark professionals

February 3, 2025

The World Trademark Review has highly ranked Dentons in the 2025 edition of WTR 1000 – the directory recognizing the world’s leading trademark legal services providers and practitioners.

WTR 1000 2024 recognizes Dentons’ lawyers among world’s leading trademark professionals

February 15, 2024

The World Trademark Review has highly ranked Dentons in the 2024 edition of WTR 1000 - the directory recognizing the world’s leading trademark legal services providers and practitioners. Dentons received 45 individual lawyer rankings, reflecting the quality of its service offering and strong market reputation of its intellectual property lawyers.

WTR 1000 2024 highlights our firm and IP partners

February 9, 2024

Chile: Dentons Chile and its Intellectual Property partners, Carolina del Río and Mercedes Londoño, have been recognized for their trademark expertise in the WTR 1000 2024 guide.

View all recognition for Trademarks

Insights

Do not be confused: what every brand owner needs to know from the UK Supreme Court decision in Iconix v. Dream Pairs

June 26, 2025

United Kingdom: The Supreme Court, in its highly-anticipated judgment in Iconix v. Dream Pairs, has unanimously confirmed the importance of post-sale confusion to both similarity and likelihood of confusion assessments in trade mark infringement.

The Luxury Paradox: Six key strategies to balance digital transformation and brand exclusivity

June 25, 2025

United Kingdom: Luxury brands face a paradox in today's digital world. The democratising nature of digital channels appears inherently at odds with the exclusivity that defines luxury.

Trademarks en français: Navigating Québec’s language laws

June 10, 2025

On May 24, 2022, the National Assembly of Québec adopted Bill 96, An Act respecting French, the official and common language of Québec (Bill 96).

View all insights for Trademarks

News and Events

Recent Press Releases

WTR 1000 2025: Dentons’ lawyers among world’s leading trademark professionals

February 3, 2025

The World Trademark Review has highly ranked Dentons in the 2025 edition of WTR 1000 – the directory recognizing the world’s leading trademark legal services providers and practitioners.