Brand Management

We are the largest IP brand management practice in the world with almost 60 years of experience managing substantial international trademark portfolios. We have over 650,000 trademark records under our management in 200+ jurisdictions and over 4,500 cross-border clients in industries including consumer products, retail, pharmaceuticals, food, electronic goods, media, entertainment, information technology and communications.

What we do

Portfolio Management
We prosecute, manage and advise on trademark, design and copyright portfolios.

Transactions
We advise and lead brand assignments and  licensing, acquisitions and disposals, due diligence, audits and franchising.

Enforcement
We act on trademark and design oppositions and cancellations, and trademark, design, copyright, passing off, domain name and unfair competition litigation and enforcement programs.

Strategic Advice
We advise on complex brand strategy questions, including brand design, commercialization and defense.

• 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

“A heavyweight global practice in the IP sector with significant experience on all manner of trademark matters.” – Chambers Global

“Global superpower Baker McKenzie effortlessly handles the sprawling portfolios of multinational corporations without breaking a sweat.” – World Trademark Review

“Ranked in all four regions covered by the WTR 1000, Baker McKenzie is unrivaled in its flair for managing and developing valuable portfolios and coordinating enforcement campaigns on a global basis.” – World Trademark Review