International rebranding: a "highly complex process" to protect the brand in more than 90 countries

La International Technical Conference "Business and Intellectual Property: Keys to Competing in the Global Market"The conference, held at the Madrid Chamber of Commerce, has focused on the need for companies to have a strategic vision to "protect and leverage their intangible assets" in an increasingly demanding global environment.

The meeting, described as an "example of public-private collaboration," addressed several critical areas for internationalization, including the rebranding one of the central points.

David Gómez de Baylos, managing partner of Baylos, who participated in one of the discussion panels, highlighted the relevance of these transformation processes. "Rebranding is a crucial moment for a company when it decides to change its brand, logo, or slogan."He stated. According to Gómez de Baylos, this decision "may have many different factors and may have many consequences for the company."

To illustrate the challenges this entails, the case of MOVE, "which as we all know is the historic CEPSA", which undertook a "global rebranding" approximately a year ago.

The expert emphasized the enormous difficulty of this transition, describing it as "a very complex process from a legal point of view to be able to make this change in more than 90 countries at the same time".

This challenge is not only legal, but also strategic and market-related. David Gómez de Baylos emphasized "the difficulty of finding a name that works in all markets, that convinces consumers, and that convinces the board of directors."

The conference, which brought together experts in intellectual property, digital law, innovation and communicationIn the words of its organizers, it sought to provide companies with "concrete tools to make informed decisions, protect their competitive advantage and grow with legal certainty in international markets."