Imagine a toy company in Toronto gearing up to globally market a mechanical marvel by Christmas. At the same time, a hotel in Montreal is readying a new Web site that is expected to be viewed by prospective American revelers planning their New Year’s Eve celebrations. Across the country, in Vancouver, a clothing manufacturer has grand plans to set a fashion trend next fall with its new line of clothing and accessories. All three Canadian companies have their eyes set on selling and advertising their goods and services in the United States and expanding their brands across international borders.

Central to brand expansion into the United States is the strategic development of a strong trademark/service mark portfolio that sufficiently protects the source identity of a company’s important intellectual property assets. Building such a portfolio in the United States carries significant benefits for Canadian companies. Competitors are likely to keep a close watch on marks used (or anticipated to be used) in a particular industry.

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This article originally appeared in the October 1, 2004 issue of The Lawyers Weekly.