Consumers are feeling the squeeze; businesses are reviewing and streamlining their suppliers. In the current climate, only the strongest brands survive.

Wragge & Co's 11-strong specialist team combines a commercial and tactical approach to help clients make their brands work harder. Whether in the initial stages of conception and development or enforcing and protecting brands and designs, it enables clients to reduce risk and maximise brand potential. Experts in trade marks, designs, copyright, domain names, confidential information, trade secrets and licensing deliver clients a comprehensive brands service.

Led by partner Cerryg Jones, supported by director Kate Swaine, the team "provides clear, practical advice that is not over-cautious" (Legal 500 2011). Through secondments to Unilever, working in-house or undertaking holiday cover for Birds Eye, its lawyers understand the issues clients face on a day-to-day basis.

Global businesses have global brands. Whether helping North American companies adopt and exploit their brands in Europe, advising the UK's top businesses on rebranding strategies or preventing parallel imports, the team takes care of clients' interests. And when it comes to fighting disputes in Europe, the team boasts an office in Munich to help clients achieve fast, cost-effective results.

Whatever the product or service - innovative software solutions, children's dinosaur sets, carpets, steel panels, ice cream, aircraft seats or false moustaches - getting to know the client inside out gives this team a winning edge. The team scored a landmark Court of Appeal win for Dyson against spare parts manufacture Qualtex. It was the first spare parts case to come before the court for more than a decade.

IP portfolios need to be commercially relevant, appropriately protected and effectively exploited. As well as offering in-house training, this team adds value by undertaking a brands audit service to help clients get their houses in order.

The team's experts keep up to date with the latest issues as members of the British Brands Group, the International Trade Mark Association, the Institute of Trade Mark Attorneys, Marques and the Pharmaceutical Trade Marks Group. Regular alert, analysis and action updates help clients to stay ahead of the issues and challenges affecting their brands.

Clients include Birds Eye, Cadbury plc, Dyson, United Biscuits and Marks & Spencer.

For more information, contact Cerryg Jones (cerryg_jones@wragge.com) or Kate Swaine (kate_swaine@wragge.com).