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Israeli high-tech companies are a prime example of forced “internationality.”
Domestic Israeli markets cannot alone support the country’s local
innovations and sustain a company's ongoing R&D, manufacturing and
marketing endeavors. Adopting a global strategy has become a prerequisite
for Israeli companies just to survive. When physical boundaries no longer
limit the scope of the use or advertising of a brand, even smaller companies
cannot avoid devising a branding scheme that is anything less than global-friendly.
Ellen B. Shankman & Associates not only advises on the legal implications
of a company’s branding decisions, but for many of our Israeli clients
we also play an active role in developing and implementing their global
branding strategies. We work together with companies in creating, developing
and implementing a creative cost-effective branding strategy and branding
architecture, including through joint ventures and partnerships, that
help companies best realize their marketing goals. Our years of experience
from working on both sides of the Atlantic allow us to bridge the cultural
divide and assist in negotiating and bridging concerns that may arise
due to culture gaps.
The predominantly small and medium-sized high tech and bio-tech companies
that abound in the Israeli market must approach their branding strategies
more creatively, more efficiently and more cost-effectively in order to
compete with their international rivals. At Ellen B. Shankman & Associates,
we help assess the risks associated with the branding decisions you choose
to pursue. We recognize that many business and marketing decisions are
not based on conservative legal advice – but involve assessment of
and assumption of risks. Once a client understands the concerns and potential
ramifications of a specific business strategy, we will fight diligently
to help the company achieve from a legal standpoint its chosen strategy.
List
of Do's and Don'ts:
Do consider domain names as part of overall brand protection.
Don't think ".com" is the only place where the game
matters.
Do consider which countries are important to have as part of
your marketing strategy.
Do get legal advice early enough to plan together with your
marketing department the best way to protect and enforce your brand.
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Information provided herein is not intended as legal advice, which can
be given only after consideration of the facts of the specific situation.
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