Protecting Brand Recognition During the COVID-19 Crisis: MarketWatch Guidance From Partners Caroline Simons and Mark Puzella

MarketWatch | May.11.2020

In this article for MarketWatch, Orrick partners Caroline Simons and Mark Puzella analyze the approach businesses should take to maintain and protect their brand strategies amid the challenges of the COVID-19 crisis.

Caroline and Mark, members of our IP Litigation Practice, warn companies against the temptation to indiscriminately slash ad and marketing budgets because it may risk diminishing brand recognition in a way that can backfire once the economy recovers.

"If companies no longer protect, define and promote their brands, they could emerge on the other side of the pandemic with significantly weaker brand values,"Caroline and Mark wrote.