A strong trademark strategy begins well before an application is filed. At Peck Baxter, we help businesses, entrepreneurs, and brand owners identify, develop, and secure trademark rights that protect the identity and value of their brands.

Our attorneys counsel clients throughout the registration process, including trademark selection and clearance, availability searches, filing strategy, preparation and prosecution of applications, responses to USPTO Office Actions, and maintenance and renewal of existing registrations. We also help clients evaluate which names, logos, slogans, product lines, and other brand assets warrant protection and how those rights should fit within a broader intellectual property portfolio.

For businesses developing multiple brands or expanding into new products and markets, we take a portfolio-based approach to trademark protection. Rather than viewing each application in isolation, we consider the client’s broader commercial objectives, existing rights, potential areas of expansion, and enforcement strategy.

Whether protecting a new venture, launching a product, rebranding an established company, or expanding an existing trademark portfolio, Peck Baxter provides strategic, practical guidance designed to establish strong rights today while preserving opportunities for future growth.

At Peck Baxter, we help clients transform intellectual property into strategic business opportunities. Our brand licensing practice advises businesses, entrepreneurs, creators, and brand owners on the development, negotiation, and management of licensing arrangements designed to expand market reach, create new revenue opportunities, and enhance the long-term value of their brands.

We counsel clients throughout the entire licensing lifecycle—from evaluating opportunities and structuring relationships to negotiating agreements, managing ongoing rights and obligations, and addressing renewals, disputes, and termination. Our approach extends beyond the legal terms of an agreement. We seek to understand the commercial objectives behind each relationship so that licensing arrangements protect the integrity of the brand while advancing the client’s broader business strategy.

Effective licensing requires a careful balance between opportunity and control. We help clients define the scope of licensed rights, establish appropriate exclusivity and territorial limitations, protect brand standards and quality control, structure royalties and other compensation, and preserve enforcement and termination rights.

Our licensing and related transactional services include:

• Brand and trademark license agreements

• Sponsorship agreements

• Co-branding and strategic collaborations

• Joint ventures

• Name, image, and likeness (NIL) licensing

• Celebrity and influencer endorsement agreements

• Music and entertainment licensing

• Merchandising agreements

• Artwork and creative-content releases

• Educational content, programs, and materials licensing

• Cross-jurisdictional licensing arrangements

• Letters of authorization

• Advertising and promotional review

Peck Baxter brings together intellectual property, transactional, and business experience to approach licensing as more than contract drafting. We help clients structure relationships that protect what they have built, capitalize on new opportunities, and extend the value and reach of their intellectual property into new markets, products, media, and partnerships.

Securing trademark rights is only the beginning. Preserving the strength and value of a brand requires thoughtful monitoring, strategic enforcement, and decisive action when those rights are threatened.

Peck Baxter represents businesses and brand owners in protecting and enforcing trademarks, trade dress, and related intellectual property. We assist clients with potential infringement, unauthorized use, confusingly similar brands, counterfeit or misleading products, domain name and online disputes, and other conduct that may dilute or undermine valuable brand rights.

Our attorneys handle trademark disputes at every stage—from investigation and enforcement strategy to cease-and-desist communications, negotiated resolutions, coexistence and settlement agreements, and litigation. We also represent clients in opposition and cancellation proceedings before the Trademark Trial and Appeal Board (TTAB) and in federal trademark infringement and unfair competition matters.

Effective enforcement is not necessarily the most aggressive enforcement. We evaluate the strength of the client’s rights, the significance of the challenged use, the commercial stakes, and the potential costs and consequences of different strategies. Our objective is to protect the brand while pursuing a solution aligned with the client’s broader business interests.

Peck Baxter combines intellectual property counsel with meaningful litigation and dispute-resolution experience, allowing us to advise clients not only on how trademark rights are created, but how those rights can be defended when they matter most.