Trademarks & Brand Strategic Portfolio Management

Our market-leading global IP team helps brand owners protect and grow their trademarks and designs across borders.

Subscribe to receive our insights.

We cover every aspect of trademark and brand protection – portfolio management, monitoring, availability searches, enforcement, and litigation – delivering clarity and actionable outcomes.

We manage some of the world’s largest IP portfolios with precision and care. Our lawyers and paralegals work seamlessly across regions and languages, many with experience at the EUIPO, ensuring clients benefit from deep insight and practical solutions.

Our combined approach to trademark and domain name management keeps businesses ahead in a fast-changing digital landscape. As the only law firm accredited by ICANN – and by numerous country-specific registries – we advise on global domain name strategy, portfolio management, and enforcement. We specialise in all aspects of ICANN’s new generic Top Level Domain (gTLD) process and we are an agent for the Trademark Clearinghouse (TMCH).

As the global Domain Name System (DNS) undergoes an unprecedented expansion, brand owners must revise their online protection strategies and we are ideally placed to guide them.

Our capabilities at a glance

230

trademark and domain name professionals

We advise 40 of the world’s top 100 brands, Brand Finance Directory Report, 2024

150335

active trade mark applications in 235 jurisdictions

39656

trademark applications filed in the last 5 years

1391

cancellations initiated in the last 5 years

2410

oppositions initiated in the last 5 years

Hear from our clients and industry leaders

Hogan Lovells is an excellent firm that delivers a high-quality client service. Its team of skilled lawyers offer outstanding advice and support, especially in complex matters, earning the complete trust of their clients in the process.''

WTR 1000 2025

Hogan Lovells houses a respected group with extensive expertise spanning all major areas of IP. The firm frequently advises on trademark and trade secrets disputes…and represents a broad client base including major consumer goods, technology and life sciences companies.''

Chambers USA 2025

Hogan Lovells has firmly established itself as a formidable player on the global IP scene. Boasting high-quality experts across the globe, the outfit is a go-to resource for the A-to-Z trademark service.''

WTR 1000 2025

Key contacts

Anna Kurian Shaw

Partner

Anna Kurian Shaw

Partner

Washington, D.C.

Imogen Fowler

Office Managing Partner

Imogen Fowler

Office Managing Partner

Alicante

Tomoe Takahashi

Partner

Tomoe Takahashi

Partner

Tokyo

Sahira Khwaja

Partner

Sahira Khwaja

Partner

London

Dr. Burkhart Goebel

Partner

Dr. Burkhart Goebel

Partner

Hamburg, Madrid

Meet the Trademarks and Brands team

Representative experience

Managing the pan-EU and UK trade mark and design portfolios of many companies including the Playtika group of companies, Mars group of companies (including Wrigley, Royal Canin and Kind LLC), Starbucks and Yum! (PIZZA HUT, TACO BELL and KFC), including all prosecution and enforcement matters.

Advice and representation in all trade mark strategy issues and in the implementation of the core trademarks as well as the management of the trade mark portfolio for Deutsche Telekom.

Advising a major international company on the ICANN new gTLD application process and how it affects trademark owners.

Representing Kenvue on the global clearance and protection of its corporate brand following its separation from Johnson and Johnson and handling all of the global filings for Kenvue trademarks and designs.

Caterpillar on IP portfolio management in Europe, Asia (China) and CIS countries; various IP contentious and non-contentious matters, including approvals, portfolio expansion strategy consulting, coexistence agreements, invalidation proceedings, IP disputes, anti-counterfeit litigation and customs filings, etc.

Advising a major Chinese micro blogging company on new gTLD Legal Rights Objection process and assisting with preparation and filing of Legal Rights Objections with WIPO.

Handling Tiffany & Co’s trade mark prosecution and contentious work throughout the EU, UK and Latin America, and enforcing Tiffany’s rights to the Tiffany Blue color in the EU.

Represent Estée Lauder on EU trade mark prosecution and enforcement for all group brands, including numerous licensing partners and handling pan-EU disputes.

Represent Sony Corporation on trade mark portfolio management work, including trade mark clearance searches, applications, oppositions, cancellations, negotiations and infringement actions.

Spray Moret on its entire China trademark portfolio, including trademark prosecution and enforcement for its key brands, and secured 7 important favorable court judgments against a sophisticated Chinese trademark hijacker.

QatarEnergy on brand clearance, reputation management and IP licensing issues in connection with the management of its IP portfolios, including global rebranding projects.

adidas on the management of its EU trade mark portfolio, including various high-level disputes, such as enforcing adidas’ famous 3-stripes mark against a 2-stripe mark in appeals before the EU Court of Justice.

Awards and recognitions

Trademark Firm of the Year Germany

The Global IP Awards

2024

Spain Trademark Prosecution Team of the Year

Managing IP EMEA Awards

2025

Highly Recommended for Trademarks in China and Japan

WTR 1000

2025

Top ranked for trademarks in China, France, Germany, Italy, and Spain

Managing IP, IP Stars

2025

Trademarks & Brand Strategic Portfolio Management

Our market-leading global IP team helps brand owners protect and grow their trademarks and designs across borders.

We cover every aspect of trademark and brand protection – portfolio management, monitoring, availability searches, enforcement, and litigation – delivering clarity and actionable outcomes.

Our capabilities at a glance

trademark and domain name professionals

We advise 40 of the world’s top 100 brands, Brand Finance Directory Report, 2024

active trade mark applications in 235 jurisdictions

trademark applications filed in the last 5 years

cancellations initiated in the last 5 years

oppositions initiated in the last 5 years

Hear from our clients and industry leaders

Hogan Lovells is an excellent firm that delivers a high-quality client service. Its team of skilled lawyers offer outstanding advice and support, especially in complex matters, earning the complete trust of their clients in the process.''

Hogan Lovells houses a respected group with extensive expertise spanning all major areas of IP. The firm frequently advises on trademark and trade secrets disputes…and represents a broad client base including major consumer goods, technology and life sciences companies.''

Hogan Lovells has firmly established itself as a formidable player on the global IP scene. Boasting high-quality experts across the globe, the outfit is a go-to resource for the A-to-Z trademark service.''

Key contacts

Representative experience

Awards and recognitions

Trademark Firm of the Year Germany

Spain Trademark Prosecution Team of the Year

Highly Recommended for Trademarks in China and Japan

Top ranked for trademarks in China, France, Germany, Italy, and Spain

You may also be interested in...

IAA Mobility 2025

2025 Brands Seminar - AI and the death of trade marks

MOVE London

IP Brands Seminar 2024

MOVE London 2024

AI Panel at American Cleaning Institute’s Annual Meeting & Industry Convention

SVILPA and JPAA joint event: Japanese patent law and practice, including the impact of AI

IPMT Brands Seminar 2023

Reset and Reconnect: A bird's eye view of the latest development of brand in China

UPC Invitation Jurisdiction, Opt-Out and Brussels-Regulation

Welcome to the future – the Metaverse and NFTs

UPC Invitation Litigating SEPs in the UPC

The new Unitary Patent and Unified Patent Court – Kick-start 2023

Your brand and the world – global opportunities, challenges and developments

Adapt and Redefine: Best practice for IP enforcement in China

Updates on brand protection in China – review of 2021 and forward looking

IAA Mobility 2025

2025 Brands Seminar - AI and the death of trade marks

MOVE London

IP Brands Seminar 2024

MOVE London 2024

AI Panel at American Cleaning Institute’s Annual Meeting & Industry Convention

SVILPA and JPAA joint event: Japanese patent law and practice, including the impact of AI

IPMT Brands Seminar 2023

Reset and Reconnect: A bird's eye view of the latest development of brand in China

UPC Invitation Jurisdiction, Opt-Out and Brussels-Regulation

Welcome to the future – the Metaverse and NFTs

UPC Invitation Litigating SEPs in the UPC

The new Unitary Patent and Unified Patent Court – Kick-start 2023

Your brand and the world – global opportunities, challenges and developments

Adapt and Redefine: Best practice for IP enforcement in China

Updates on brand protection in China – review of 2021 and forward looking