iceland

Sir, The cold war over the usage rights of the name Iceland, highlights the legal problems that can arise without effective brand name protection.

When Malcolm Walker opened his first Iceland store in Oswestry, Shropshire in 1969, no one knew that he was on the path to creating a multimillion pound retail giant.

And herein lies the issue. As businesses grow, their brands often become their most valuable asset. Protecting the brand is nowadays as much a legal issue as it is a matter for the marketing department.

Food businesses, especially startups, need to take the issue of branding seriously. Start by ensuring your legal team is as impressive as your marketing team. Consult a trademark lawyer and then protect as many of your brand’s assets as possible.

Whilst this may be an upfront expense, it will pay for itself in the long term.

Lizzie Walters of Roythornes Solicitors food and drink team

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