Brand, franchise, packaging: what to protect before scaling

When a business grows, its main value is not only goods, equipment or an office. Intangible assets begin to play a major role: the brand, name, logo, packaging, website, content base, contractual model, franchise, technologies, standards and reputation.

If these assets are not protected, scaling becomes risky. A partner may use the brand without permission, a supplier may register the packaging, a competitor may copy the name, and a franchisee may violate the standards and damage the company's reputation.

What a business needs to protect

• The trademark
• Logo and name
• Packaging and product design
• Agreements with partners
• The licensing model
• The franchise package
• Website, texts, photos and digital content
• Commercial designations and internal standards

When an intellectual property audit is needed

• Before launching advertising
• Before entering marketplaces
• Before opening branches
• Before selling a franchise
• Before attracting an investor
• Before entering Almaty, Astana, the regions of Kazakhstan or foreign markets