A trademark is often seen as one of the most valuable assets to a brand, and as such should be protected. However, in today’s economy when globalization and the expansion of the digital world has opened up new markets and new channels for businesses, this is not always easy. While organizations are able to expand their footprint into wider markets, across more countries, and enlarging their customer base, it also brings them into contact with a host of other brands, organizations, and products. This means that the potential for brand infringement increases, especially if other organizations or individuals in these new regions
are using brands names and taglines.

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