It is a well-known fact that consumers are becoming increasingly sophisticated, perceptive and demanding. Satisfying consumer demand intensifies competition between businesses, which in turn creates product variations, at times with minute differences. This increases the risks involved in investing in new ideas and projects, in a time of decreased margins, increased difficulties in production and increased naming, branding and communications costs. More companies are therefore turning their legal departments from cost to earning centres. This trend comes out of the awareness that today ideas are not only an integral part of products, but they are also subject to licensing, buying and selling or any other kind of exchange, accompanied by significant economic value. Through the management of intellectual property, these enterprises acquire value, and to cement it they need external council to transform protecting industrial property from a maintenance activity into proactive optimisation of assets.