How British American Tobacco cultivates new brands at the speed of global markets

As in other consumer industries, brands are central to British American Tobacco’s (BAT) business. With innovation at the core of the company’s global growth strategy, the inhouse legal team is tasked with performing rapid research for a continuous stream of new brands destined for markets around the globe. In this case study, BAT Trade Mark Counsel, Romina Sarti, covers how she researches large volumes of trademarks quickly, while effectively mitigating the risk of launching with a brand already in use. To meet the challenge, she relies on CompuMark’s™ TM go365™ self-service trademark research solution.


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