With the recent hike in US tariffs to 15%, many New Zealand exporters are reassessing their American market strategies. The increased cost of entry is undeniably a challenge, but it’s not a reason to abandon long-term brand protection. In fact, now more than ever, securing trade mark rights in the US should remain a priority for Kiwi businesses.

Here are some reasons why remaining on track with your US IP strategy is important:

Trade marks are a strategic asset - not just a legal shield: A registered trade mark in the US gives your brand a competitive edge. It’s a signal of legitimacy, quality, and commitment to the market. Even if your export volumes dip temporarily due to tariffs, your trade mark lays the groundwork for future growth, partnerships, and licensing opportunities.

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