Branding is one of the main tools for consumers to purchase and above all differentiate a company's product or service.

The creation and positioning of a brand causes a business to acquire an identity on its own, which is a condenser of the reputation, quality, origin and hope of the product or services that will be obtained. In this way, the brand becomes one of the most important intangible assets in the business.

Therefore, it is essential to protect this asset through its registration with the Mexican Institute of Industrial Property (IMPI). By issuing a title, the IMPI grants the exclusive use of a trademark for periods of ten years renewable at the expiration of each ten-year term.

This registration provides multiple benefits, such as (a) the exclusive right to use and exploit the brand; (b) the possibility of granting licenses to use or franchise the brand (allowing for additional financial resources); and (c) the power to take action against any third party that misuses the brand. For all these reasons, it is essential that companies register these distinctive signs in a timely manner.