Protecting the Global Brand in the European Union

ABSTRACT

Firms desiring to participate in a Global Marketing Strategy (GMS) must be aware of the parameters for intellectual property protection worldwide. Gaining protection for the firm's trademarks–the legal embodiment of its brands– is vital to the implementation of branding strategies at local, national, regional, and global levels. In this paper, we employ a framework derived from Zou and Cavusgil (2002) as the lens through which to examine the strategic impact of the two primary trademark systems that have been developed in the European Union. Finally, the authors examine the impact that modified registration requirements will have on brand protection practices and market expansion opportunities for companies wishing to do business within the European Community. Directions for future research are discussed.