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Brand development and protection

Brands and trade marks can drive revenue, provide competitive advantage, form saleable assets, and attract liability. We are experts in developing and protecting brands and trade marks in New Zealand, Australia, and globally, through our network of trusted associates.

We also provide strategic and commercially sound advice on the development and protection of trade marks in New Zealand. Because our trade mark team operates within a full service law firm, we bring to the table an understanding of the bigger picture.

Full service legal advice for brand and trade mark protection

We advise on all aspects of the life cycle of brands and trade marks, including:

  • searching and registering
  • oppositions
  • revocations and renewals
  • commercialisation
  • acquisition and divestments
  • infringement proceedings.

Streamlined and competitive

We have expertise with filing trade marks in New Zealand and globally. With an international network of trusted associates, we can provide our clients with streamlined service and competitive pricing.

We are responsible for numerous major New Zealand trade mark portfolios, owned by both local and international clients such as APN New Zealand Limited, Harvey Norman Stores, Number One Shoes, Reed Elsevier Plc, and Under Armour Inc.

The international portfolios we manage include those of Burger Fuel International Limited, Michael Hill Jeweller, Tourism New Zealand, and VnC Cocktails Limited.

Recent experience

Auckland Regional Council (now within Auckland Council)

We advised on the availability for use and protection of the new ‘A’ logo promoting the Auckland Region. The Council had invested significantly in developing a completely new logo and concept to promote Auckland locally and internationally.

We first conducted freedom to use searches in a number of important international jurisdictions before our client committed to the logo, then developed a brand protection strategy. The logo has now been registered for a wide variety of goods and services and is in prominent use in and around Auckland.

This new branding and concept was a substantial project for the Council. We were able to ensure the Council had certainty of its ability to use the logo, and full registered trade mark protection for this important brand.

VnC Cocktails Limited

Our client VnC Cocktails, an innovative New Zealand company, has developed a very successful range of ready made cocktail products which it now distributes into numerous countries including Australia, Europe, Canada, Russia, China, and India.

We maintain VnC Cocktails’s growing international trade mark portfolio which includes registrations of label designs as well as the core VnC brand. This enables VnC to focus on its distribution and sales, with strong registered trade mark rights to protect against misuse of its branding.


Related legal services

Enforcement of IP rights
Dispute resolution
Commercialisation and licensing

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