Making sure your brands are properly exploited and protected is essential, as is enforcement where your intellectual property rights are infringed.

Equally important is the need to promote brands through advertising campaigns or sales promotions.

Ensuring these do not fall foul of watchdogs, such as Portman and Advertising Standards is another area sure to exercise the minds of your marketing teams.

Getting it wrong can result not only in big fines, but also in damage to the reputation of your brand as a result of negative publicity.