Trademarks play an important role in most successful businesses. They establish a brand and convey a memorable image. They often have significant monetary value. The best trademarks are instantly recognizable.

Take Trump, for example.

The iconic name has long been a linchpin in the president-elect’s storied business endeavors over the years. It prominently adorns his skyscrapers around the world – from Las Vegas and Chicago to Istanbul and Manila, to name a few. It’s the name of his many business portfolios across multiple industries, including real estate, entertainment and merchandise. And it was the name of his controversial real estate “university.”

Trump has gone to great lengths to protect that name. According to a recent Forbes article, Trump has secured more than 100 marks relating to his name. His business has rigorously pursued enforcement through litigation over the years – something not unusual for such an expansive enterprise.

Trump’s perspective on IP issues

Presidents are not generally known for their aptitude in branding, even though political campaigns have increasingly drawn on ideas developed in advertising and marketing. No other presidents have established such a vast business empire with such strong branding at its core.

So what will Trump’s presidency mean for the future of intellectual property law?

Probably not much. Trademarks simply aren’t a pressing issue when compared with big-ticket items such as health care and tax law. Even a substantial overhaul of NAFTA wouldn’t significantly affect trademark rights.

Trump’s familiarity with intellectual property may marginally affect some of his tax and business policies. Overall, though, the legal landscape in this area likely won’t see any earth-shattering shifts.

For most businesses, it will be business as usual when it comes to securing, protecting and enforcing intellectual property rights.