Corporate Brand Protection in the UAE: Portfolio Registration, Watch and Enforcement

For a company with several brands, product lines and markets, trademark protection in the UAE is a programme, not a single filing. This is the structure we run for corporate clients.

1. Portfolio audit

List every brand asset in use: company name, product and service names, logos (current and legacy), slogans, Arabic versions, packaging get-up, app names, domain names and social handles. Map each against the register: registered, pending, unregistered, or registered in the wrong entity's name.

2. Registration plan

• Word marks first for every trading brand, in the classes of goods/services actually sold plus Class 35 where there is retail or franchising.
• Arabic transliterations for consumer-facing brands.
• Logos for distinctive devices.
• Holding-company ownership with recorded intra-group licences, or operating-company ownership – decided once, applied consistently. Assignment → · Licensing →
• GCC and international extension for exported brands. GCC →

3. Recordal and evidence

Customs recordal with Dubai Customs and the Federal Customs Authority; a use-evidence file per mark (invoices, packaging, campaigns) maintained annually against the five-year non-use rule. Maintenance →

4. Watch

Twice-monthly bulletin watch for similar filings (both scripts, related classes) with opposition recommendations; periodic marketplace and social-media sweeps; domain-name monitoring. Monitoring →

5. Enforcement playbook

Pre-agreed escalation: platform takedown → cease-and-desist → DED/MoET complaint → customs seizure → criminal complaint → civil action, with evidence standards and budget thresholds for each step. Enforcement →

6. Governance

A single docket of deadlines (payments, oppositions, renewals), quarterly reporting, and a policy for new-brand clearance before marketing spends money on a name. 10 mistakes this prevents →

Fees

Portfolio work is quoted as a fixed annual fee for watch, docketing and maintenance plus fixed per-action fees for filings, recordals and oppositions; government fees at cost. Discuss a portfolio programme →

Get a fixed-fee quote → · Official services and fees: MoET links