IP enforcement programs are typically aimed at either a small group of infringers, where the infringement is concentrated, or situations where the infringement is widely dispersed across several infringers. Litigation is frequently the best option when there are a few, concentrated infringers. The following provides 8 steps to follow setting up an IP enforcement program. Each step drives the program's effectiveness and efficiency.

1. IPenforcementprogramsaretypicallyaimedateitherasmallgroupofinfringers,where
the infringementisconcentrated,orsituationswhere the infringementiswidely
dispersedacrossseveralinfringers.Litigationisfrequentlythebestoptionwhenthere
areafew,concentratedinfringers.Thefollowingprovides8stepstofollowwhensetting
up anIPenforcementprogram.Eachstep drivestheprogram’seffectivenessand
efficiency.
DETERMINETHE
HARM BEING
SUFFERED.
1
On the Internet, harm may
includedivertedleads,increased
pay-per-click costs, confused
purchasers, and injury to
trademarkrightsandgoodwill.
2SETGOALSFORTHE
PROGRAM —BEGINBY
DEFININGTHE“WIN.”
Programsaregenerallymore
successfulifmeasurableand
objectivestandardsbywhich
theprogram’ssuccesscanbe
measuredaresetupfront.
Standardscan include reducing the
frequencyofcounterfeitproductsales
orreducingthepresenceofinfringing
trademarkusageinsearchresultsor
paidadvertising.
3DETERMINEBENEFITS
ANDCOSTS.
Thecostsmayincludetheinitialtime
needed to develop the program,
ongoingsupportwithinvestigations,
and litigation supportif/when the
lawsuitisfiled to enforce the IP.
Often,thelargestcostmaybethe
actuallegalfeesthemselves.
4IDENTIFYAND
REGISTERTHEIP.
Due diligence and
care should always
betakentotracethe
chain oftitle from
theinitialownerof
the trademark or
copyright to the
companycompanythatisnow
asserting therights
to ensure thatthe
chainiscomplete.
Inaddition,thecompanyshould
consider obtaining a federal
(preferably)or state trademark
registration beforebeginning its
program.
5ENSURETHEPROGRAM
ISSTAFFEDCORRECTLY.
We have found integrating IP
enforcement programs with
databases, operations manuals,
andformslibrariestobeespecially
effectivemeasures.
6MONITOR,ANALYZE,AND
IMPROVETHEPROGRAM.
Monthly orquarterly have been
found to be effective monitoring
intervalstorunreportsandanalyze
them.Youcanthenusethisanalysis
todeterminewhethertheprogram
shouldbemodified.
7LOOKFORNEW FORMS
OFINFRINGEMENT.
Historyshowsthatinfringingactivity
ontheInternetcomesinwavesas
new technology emerges.Success
maydriveinfringerstodevelopnew
types ofinfringement. As such,
vigilanceisalwaysrequiredinorder
toreactandhelpyourIPenforcement
programgrow.programgrow.
A significant advantage can be
gained by publicizing the IP
program’s enforcement success
throughpublicrelations,theInternet,
andothersimilarchannels.Thismay
deterinfringersand lead them to
moveontowhattheybelievetobe
easiertargets.easiertargets.
Anothermoreaggressivetacticisto
select a small group of
strategically-attractive infringers to
sueforinjunctiverelief.
8LEVERAGESUCCESSES.
ThekeytoaneffectiveIPenforcementprogram isexecutingontheabove8steps.
Onceallareinplace,focusshouldbegiventoimprovingtheweakestperforming
steps.