Laura Tenison MBE is the founder and managing director of baby clothing retailer JoJo Maman Bébe.
Trade marks are signs that distinguish the goods or services of one business from those offered by their competitors. Trade marks have to be renewed every 10 years but can last forever.
When it comes to the development of a global brand in a cut throat market, The Great British Bake Off takes the biscuit. It bakes the biscuit.