U.S. Brands Must Plan Post-Brexit Trademark Strategies

U.S. businesses with a strong presence in the U.K. must confront a series of questions about how to handle their European Union trademarks in a post-Brexit world.

The success of U.S. multinational companies, including McDonald’s and Forever 21, hinges in part on how well they maintain and use their trademarks, which increase the value of brands, technology, goods, and services. Trademark attorneys are advising U.S.-based companies on how to safeguard trademark rights in the U.K. and continental Europe after a Brexit, amid uncertainty about the final outcome.

Nearly 79,000 U.S. businesses and individuals own EU trademarks and designs, according to ...