In this round table organized by INTA and moderated by Isabel Cortés, Director of Legal Affairs at PONS IP and Vice President of the INTA Committee for the Harmonization of Trademark Law and Practice, the importance of an effective coordination between the global trademark portfolio strategy and the trademark strategy within the corporate planning was discussed with the representatives of the Spanish Patent and Trademark Office. The role of technology-based solutions (such as global monitoring and usability testing) in the process of building strong brands was also addressed.