Michaela Ring, Hoffmann Eitle: “From Legal Advisor to Strategic Partner: Navigating European IP for Global Businesses”

Leaders League: How has the trademark counsel role evolved in recent years, particularly for companies which manage international brand portfolios in Europe?

Michaela Ring: Over the past decade, trademark counselling has moved well beyond registration and enforcement. For international businesses, trademarks are now central to market strategy, brand positioning and risk management. As a result, clients increasingly expect their trademark advisors to take a holistic view. Understanding not only the legal framework, but also commercial priorities, go‑to‑market timing and long‑term brand development has become essential. In Europe in particular, managing trademarks requires a strategic mindset, given the interplay between EU‑wide protection and national specificities.

Trademarks are increasingly seen as core business assets. How do you ensure that trademark strategies are aligned with a client’s broader commercial and branding objectives?      

An effective trademark strategy starts with understanding the client’s business goals. We spend considerable time discussing where a brand is heading, how it will be used in practice and which markets are commercially critical. This allows us to tailor trademark coverage accordingly whether that means prioritizing speed to market, focusing on defensibility, or designing a portfolio that can grow alongside the brand. A legally sound trademark strategy adds real value only if it supports branding, marketing and commercial expansion rather than constraining them.

From a trademark perspective, what are the most common challenges international companies face when entering or expanding across European markets from a trademark perspective?    

One of the most common challenges that international companies face in this regard is underestimating the diversity of the European trademark landscape. While the EU trademark offers broad territorial coverage, national aspects such as language, use requirements, enforcement practices and consumer perception remain highly relevant and should not be overlooked. International companies are sometimes surprised by the importance of genuine use, by differences in risk tolerance between jurisdictions, or by the strategic implications of opposition and cancellation proceedings. Navigating these aspects requires not only technical knowledge, but also experience and strategic judgment.

“For global companies, a strong trademark strategy in Europe means translating legal complexity into clarity, speed and commercially sound decisions”

Where can a European firm with a high degree of trademark specialization add the greatest strategic value for global companies navigating the different national systems within the EU?

A European trademark firm can add strategic value by translating legal complexity into clear, actionable advice. This includes coordinating EU‑wide and national strategies, anticipating potential conflicts early on, and helping clients prioritize what truly matters from a commercial perspective. For global companies, it is particularly valuable to have a single point of contact that understands the European system as a whole and can align trademark decisions across jurisdictions, teams and business units.

How do you help clients balance legal risk, commercial speed and cost efficiency when making trademark decisions?        

Balancing these factors is at the heart of modern trademark advice. Not every market, mark or risk requires the same level of investment. We therefore work closely with clients to identify their key jurisdictions and brands, assess the real‑world relevance of potential conflicts, and develop proportionate solutions. This may involve prioritizing certain filings, postponing others, or adopting phased strategies. The goal is to enable informed business decisions, rather than pursuing a purely defensive or overly cautious approach.

Looking ahead, how do you see the role of trademark advisors developing as brands become more global and markets more competitive?    

“Effective trademark strategy starts with understanding the client’s business goals”

As brands continue to expand internationally and competition intensifies, trademark advisors will increasingly act as long‑term strategic partners rather than transactional service providers. Clients look for advisors who combine legal excellence with commercial understanding, who can anticipate issues early and who are comfortable operating across borders. In this environment, the ability to provide clear guidance, strategic insight and practical solutions will become just as important as technical expertise.

Interview with MICHAELA RING, Head of Trademark and Design, HOFFMANN EITLE