COVID Considerations – Effective Brand Management during a Pandemic
Trademarks are a key part of brand management. In view of uncertainties caused by COVID-19, effective brand management involves care and stewardship of a business’ trademarks to at least maintain, and hopefully increase, brand value through positive customer engagement.
In a previous blog post, we wrote about how a stoppage in business activities may affect the validity and enforceability of a trademark. We included some practical tips on steps that could be taken to avoid such a loss of rights.
Other COVID considerations which may factor into management of your brand are discussed below.