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In this publication, we explore some trademark trends that are currently impacting brand owners, including how new technologies such as blockchain and AI may be affecting trademark law and practice. We also discuss challenges in filing non-traditional trademarks and how to get the application through to registration. Other topics include guidance to brand owners on engaging social media influencers, the risk of genericized marks, discussion around the practical nuts and bolts of trademark recordal projects and the latest guidance on BREXIT.

For any queries or further information on the content of this publication or future IP developments please reach out to your usual Baker McKenzie contact or email the Baker McKenzie IP knowledge team.

With thanks to Birgit Clark and Karen Roberts for their contribution

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