Brand Management: In-House Counsel’s Perspective

By Erin M. Goebel and Michel M. Rose

©2017. Published in Landslide, Vol. 10, No. 2, November/December 2017, by the American Bar Association. Reproduced with permission. All rights reserved. This information or any portion thereof may not be copied or disseminated in any form or by any means or stored in an electronic database or retrieval system without the express written consent of the American Bar Association or the copyright holder.

Navigating through the different trademark and copyright legal issues can be daunting, and can vary from business to business. At a minimum, however, any business, no matter what its purpose, will encounter trademark and copyright obstacles. This article will summarize legal considerations in brand management from an in-house counsel’s perspective, using the world’s leading manufacturer and marketer of home appliances, Whirlpool Corporation, as an example.

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