Trademarks are just not a form of legal protection. They represent a company’s brand and are therefore extremely valuable. For instance, worldwide investment in branding totaled about a half a trillion dollars in 2011, according to the World Intellectual Property Organization.
Given all that trademarks involve, many companies—including Chrysler—do everything they can to leverage trademarks. That means that the general counsel’s office plays a key role company-wide when it comes to trademark usage.
