Emma Green

I'm a partner in our London Intellectual Property team and specialise in brand management. I also lead Bird & Bird's International Wellness group, part of our retail & consumer sector.

Before training at Bird & Bird, I ran a start-up business in fashion, so I have first-hand knowledge of the commercial demands many of our clients face. My experience allows me to provide expert legal advice which is solution led, helping clients to achieve their objectives to ensure the future success of their business.

In an increasingly digital and dynamic consumer marketplace, the power of brand has never been more important - the same is true whether you're an established international brand or an innovative growth stage business. I work with clients across this spectrum and have extensive experience in conducting domestic and international trade mark, and design clearance & freedom to operate searches. I help clients formulate their international brand strategy and manage the execution of their trade mark, design and domain name filing programmes.

Building a collaborative and trusted relationship with clients allows me to support them when they drive their brand to the next level. I advise on trade mark licensing and commercial IP matters, including the acquisition of key IP assets, copyright assignments and protection of trade secrets. I have helped many brands launch high profile campaigns and secure strategic relationships with others, maximising their potential for success.

I also support clients in contentious matters, representing them in UK and EUTM oppositions, revocation and invalidity proceedings as well as negotiating amicable settlements and co-existence agreements. I have managed a number of international brand enforcement projects, tackling infringements across online platforms and have particular experience in establishing EU-wide anti-counterfeiting programmes.

I established Bird & Bird's International Wellness group in 2015, following which we've positioned the firm as a thought leader and legal expert in this $4.5 trillion global industry. In my role as Wellness group lead, I help to establish cross departmental client teams to ensure that our Wellness clients are properly supported, provide mentoring to early stage companies and manage our relationships with partners Welltodo Global and ActiveLab.