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This presentation is
for business owners and brand managers in the wine and spirits industry,
who have a valuable brand name to protect and develop. The industry
has seen a wave of entrepreneur craft distillers and beer brewers seeking
to establish new brands and develop name recognition in markets that have
been dominated by large companies. Carefully choosing your
company's brand and building your marketing around a good product and its
name will be the key to success for these newcomers. Established companies
with a strong trademark have a house brand to protect and may also want
to penetrate new markets with sister labels and develop pricing
strategies in tandem with their branding. We will also discuss how
licensing adds value to trademarks, and how investors measure that value.
Trademark owners will learn how to select strong brand names, how to
register and maintain a trademark registration, and how to protect
trademarks from infringement and unfair competition.