Trade Marks, Brands and Reputation

In competitive commercial environments, your business name, logo and other brand assets can be key to your success.

In competitive and fast‑moving markets, your brand is one of your most valuable commercial assets. Your name, logo, slogans, product get‑up and online presence all contribute to reputation, goodwill and long‑term value.

Our Trade Marks, Brand Protection and Reputation team helps businesses protect, exploit and enforce their brands in the UK and internationally, providing clear commercial advice that supports growth while managing legal and reputational risk.

We work with businesses at every stage of the brand lifecycle, from early‑stage clearance and filing strategy through to enforcement, licensing, franchising and dispute resolution.

Proven expertise and experience in trade mark registration

We are consistently recognised as one of the largest filers of UK trade mark applications, reflecting both the scale of our practice and the trust placed in us by clients across a wide range of sectors.¹

Our team combines technical trade mark expertise with a strong understanding of commercial and reputational considerations, enabling us to deliver advice that is both legally robust and commercially pragmatic.

End‑to‑end brand protection services

We provide a comprehensive trade mark and brand protection service in the UK and worldwide, including:

Trade mark strategy, clearance and registration

• Brand clearance, availability and knock‑out searches.
• UK, EU and international trade mark filing strategies.
• Portfolio audits, rationalisation and ongoing portfolio management.
• Advice on registrability, inherent distinctiveness and acquired distinctiveness.

 Brand exploitation and commercialisation

• Licensing, franchising and co‑existence agreements.
• Brand expansion strategies and international roll‑outs.
• Advice on transactions involving trade marks, including corporate acquisitions and disposals.
• Advising businesses to identify, protect and optimise their intellectual property so it strengthens enterprise value, supports due diligence and enhances exit strategies when selling or investing in a business.

Trade mark enforcement and disputes

• Pre‑action strategy and enforcement planning.
• Opposition and cancellation proceedings before the UKIPO and EUIPO.
• Trade mark infringement actions and passing off claims.
• Online brand enforcement, including domain name disputes, social media takedowns and marketplace enforcement.

Reputation management and brand risk

• Advising on reputational risk arising from third‑party branding and marketing activity.
• Coordinating legal strategy alongside PR and communications teams where required.
• Protecting goodwill in high‑profile or sensitive disputes.

International reach

Through a trusted network of overseas associates, we manage global trade mark portfolios and enforcement programmes, ensuring consistent protection across key markets while maintaining a single point of contact for clients.

Landmark brand protection success: Thatchers v Aldi

The Trade Marks team, alongside our Commercial Dispute Resolution colleagues, acted for Thatchers Cider Company in its successful trade mark infringement claim against Aldi, securing a landmark Court of Appeal victory that has reshaped the approach to “lookalike” products in the UK.

The Court of Appeal held that Aldi’s Cloudy Lemon Cider took unfair advantage of Thatchers’ registered trade mark and brand reputation, even though consumers were not confused as to origin. The Court found Aldi had deliberately designed its product to call Thatchers to mind in order to benefit from the success of the Thatchers brand. Aldi’s attempt to appeal to the Supreme Court was later refused, bringing the case to a definitive close.

Why this case matters for brand owners

• Confirms that consumer confusion is not required for trade mark infringement under section 10(3).
• Strengthens protection against lookalike and “dupe” products.
• Demonstrates the importance of robust trade mark portfolios in enforcement strategies.
• Sends a clear message that free‑riding on brand reputation will not be tolerated.

This case highlights our ability to deliver strategic, high‑stakes brand enforcement, protecting both commercial value and reputation for market‑leading brands.

Testimonials

“Stephens Scown LLP is well-regarded for its market-leading trade mark filing practice, while also acting for clients in high-profile litigation involving enforcement and infringement actions. In Exeter, practice head Thomas Chartres-Moore advises leading food and drink sector clients on the creation of trade mark portfolios and IP exploitation. Other key names include Amy Ralston and Becky Pickford.”

Legal 500 (2026)

¹ The rankings for the Top Trade Mark Filers are presented annually by CITMA, the Chartered Institute of Trade Mark Attorneys.