Trademarks and rebranding
Trademarks represent a form of intellectual property that is rooted in the heart of every business. It provides businesses with a unique identity for the brand, its products and/or services, which is how the enterprise connects with their stakeholders. A brand's identity is often refreshed, through corporate and commercial rebranding exercises which, by their nature, can affect its entire conceptual framework or structures such as its manifesto, mission and vision statement, core product line, etc.
In this video, Shem Otanga, a Partner in CDH Kenya's IP, Technology, Media and Telecommunications practice, unpacks some of the legal and practical considerations that business owners should bear in mind while carrying out corporate and commercial rebranding exercises.
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