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Coach’s recent decision to change its name to Tapestry Inc. is one of many common moves by companies hoping to refresh their images in a rapidly-evolving retail sector. While the decision is a first step in a novel marketing strategy, it impacts the whole intellectual property portfolio of a company, which can be especially expansive and complex for those doing business globally.

Mayer Brown attorney Michael Adams, co-leader of the Global Brand Management & Internet Practice, sat down with Inside Counsel to discuss the legal implications of Coach’s rebranding decision. He has unique insight on how brands are managed strategically and shared with us how name changes are conducted and what they mean for the company.

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