Melinda Upton is a leading intellectual property partner with extensive experience across all aspects of brand protection, exploitation and enforcement, both in Australia and globally. This includes advising local, regional and global companies on branding and rebranding strategies and maximising their intellectual property portfolios, as well as matters involving trademark protection and enforcement, anti-counterfeiting, advertising and marketing, domain name disputes, consumer protection, passing off, social media and design protection, plus intellectual property audits and due diligence.

Melinda has acted for domestic and global clients (including public, private and government entities) across a number of industries including FMCG, energy, water management, entertainment, life sciences, technology, cosmetics, healthcare, aviation, transport, financial services, energy and resources, publishing, fashion and hospitality.

She has worked side by side with corporate, financial services and insolvency colleagues on transactions involving significant IP assets in the Asia, North American and European regions. She has also worked with investigators and prosecuting authorities on criminal investigations and with the Australian Customs Service to prevent the importation of counterfeit goods in Australia.

Another area of focus for Melinda is corporate rebranding. To deliver maximum value in these projects, Melinda and her team become involved in the early concept stages, working with various stakeholders and assisting with searches to assess availability in Australia and other countries; presenting to brand teams and advertising agencies, advising on registrability of marks, carrying out registration of the chosen trademarks, domain names and business names, and assisting with launch materials, including review of marketing and advertising materials and developing brand guidelines and IP policies.

Melinda regularly presents on protecting and maximising the value of brands, addressing issues such as trademark protection and enforcement, IP policy, corporate branding and rebranding strategies, marketing and advertising, social media, green marketing and other intellectual property issues. She has also acted extensively for a number of pro bono clients.