Belmora LLC v. Bayer Consumer Care AG Intellectual property law is territorial, meaning rights under US trademark law apply within the US. A mark recognized in another jurisdiction may, for lack of use in the US, not qualify for protection in the The US. A recurring issue is, to what extent can the foreign mark owner prevent uses in the US that may be confusing to consumers. Belmora held that the holder of a foreign trademark not used in US may bring action for trademark cancellation, false association, and false advertising. What are the challenges that companies face with protecting intellectual property such as trademarks in other countries they operate? Support your answer with corporate examples such as the one described in the above case study.