Brand Enforcement

Counterfeiting is a global problem that introduces unsafe and ineffective products into the marketplace while costing governments and businesses lost tax revenues, income and jobs. Counterfeiters are also a major problem for our clients, resulting in lost sales, markets flooded with poor quality imitations, health and safety risks to consumers who purchase counterfeits, and tarnishment of the brand. We pioneer innovative strategies to counteract counterfeiting and piracy across borders. Our enforcement network includes 200+ jurisdictions and close relationships with customs and police.

What we do

Litigation & ADR
We act in first instance an appellate trademark, design, copyright, passing off and unfair competition litigation and ADR procedures.

Enforcement
We manage global, regional and local offline and online brand enforcement programs and investigations.

Customs Recordals
We manage global, regional and local trade mark, design and copyright customs recordal programs.

Domain Name Disputes
We recover domain names in all the major domain name dispute resolution forums.

Experience
We manage enforcement programs for some of the world’s most valuable brands. Their trust is our best credential.

Size & Reach
Our platform, which includes both B&M offices and agents in 200+ jurisdictions, enables us to offer brand enforcement services globally or in just one country. You choose.

Quality
We are consistently rated as one of the IP enforcement practices globally, with more top tier brand practices and brand practitioners in more places than any other firm. We have the right enforcement resources where you need them.

Sector Focus
We have particular expertise on brand enforcement in the luxury and fashion, media, and consumer good sectors.

Innovative
We partner with iTRACE Technologies, Inc., a leading provider of secure anti-counterfeit and supply chain security technologies for brand owners, to deliver a cutting edge solution for clients looking to better secure their products and supply chains against counterfeiting.

Our proprietary MAPS system provides you with real time, online access to your enforcement program, allowing intelligent analysis of enforcement activity, trends, and cost and process efficacies.

• Band 1 IP Firm for 15 consecutive years - Chambers Global
• Most widely ranked firm in both WTR 1000 and IAM Patent 1000
• Global IP Firm of the Year 2022 – Managing IP
• Mexico Trademark Firm of the Year and Switzerland Trademark Prosecution Firm of the Year - Managing IP Awards 2022
• Americas Firm of the Year and European Trademark Firm of the Year - Managing IP Awards 2021
• Over 40 attorneys recognized as WIPR Leaders for patent and trademark – World IP Review
• Leaders in establishing landlord liability for IP infringement principles in China
• We run global and regional IP enforcement programs for major Hollywood studios, luxury and fashion brands, pharma companies and technology leaders
• We acted in the landmark European trade mark and passing off case, 'L'Oreal V Bellure'

“Baker McKenzie is a forward-thinking global firm that reacts quickly to the ever-changing regulatory environment. Its unparalleled regional expertise translates into effective policing and economical protection of intellectual property. It is staffed with a number of experts who are repositories of experience in domestic and international IP law – a thoroughly trustworthy set.” – World Trademark Review

“For comprehensive portfolio management and enforcement support, Baker McKenzie is hard to beat. Seamless cooperation between professionals across offices ensures there are no gaps in its service. Cross-border wars are fought tirelessly in perfect synchrony with local and worldwide strategies, and monetization opportunities are pounced on with alacrity whenever they spring up.” – IAM Patent 1000

“Baker McKenzie’s ‘knowledge, experience and inimitable track record’ set it apart from the pack. Cosmopolitan to the core, it takes a refreshingly pragmatic approach to licensing, prosecution and enforcement, providing polished, pragmatic advice to global heavyweights.” – World Trademark Review

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