As in other consumer industries, brands are central to British American Tobacco’s (BAT) business. With innovation at the core of the company’s global growth strategy, the in- house legal team is tasked with performing rapid due diligence for a continuous stream of new brands destined for markets around the globe. Researching large volumes of trademarks quickly, while effectively mitigating the risk of launching with a brand already in use, is a tall order for trademark professionals like BAT Trade Mark Counsel Romina Sarti. To meet the challenge, she relies on CompuMark’s TM TM go365 TM self-service trademark research solution. How British American Tobacco cultivates new brands at the speed of global markets TM go365 Case Study2 High volume, short timelines “We are in

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