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Agenda-setting intelligence, analysis and advice for the global fashion community.

Why Your Trademark Is Your Most Valuable Asset

Brands of all sizes and statures can suddenly find themselves in costly, time-consuming legal disputes over what one expert calls their “primary corporate asset.” Knowing when to fight back is hard.
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Trademark disputes can drag on for years. (BoF Team)

When choosing a name for a new company, founders usually pick something that they feel has a strong connection to the product, the brand, and perhaps even themselves.

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Further Reading

Hailey Bieber’s Rhode Skin Sued for Trademark Infringement

Hailey Bieber’s Rhode Skin brand — which launched June 15 to much fanfare — is being sued by the fashion label Rhode, which was founded in 2014 by Purna Khatu and Phoebe Vickers and is carried by retailers such as Net-a-Porter and Bergdorf Goodman.

About the author
Daniela Morosini
Daniela Morosini

Daniela Morosini is Senior Beauty Correspondent and Special Projects Editor at The Business of Beauty at BoF. She covers the global beauty industry, with an interest in how companies go to market and overcome hurdles.

In This Article

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