Practice areas

Åsa advises in the field of contentious and non-contentious intellectual property law, marketing law and commercial contracts. She has extensive experience in strategic IP management, complex franchising, licensing and distribution arrangements and she frequently advises major international clients on trademark, design, anti-counterfeiting, trade secret and unfair business practice related questions and disputes as well as in M&A related IP matters.

Recognitions

* Named Global Elite Thought Leader in IP-Trademarks by Who’s Who Legal
* Recommended as leading lawyer in the field of Intellectual Property by both Chambers Europe and Chambers Global
* Recommended in Intellectual Property by The Legal 500
* Ranked as leading Franchise lawyer by Who’s Who Legal
* Ranked as Leading Trademark Professional (GOLD) by WTR 1000, 2014 - 2025
* Global Leader in Finland by World Trademark Review 2021
* Member of Top 250 Women in IP 2019/20 and 2020/21 and 2025
* Trademark star by IP Stars (Managing IP)
* Recommended IP expert in the IAM Patent 1000
* Highly recommended in Intellectual property by Leaders League 2022
* Recommended in the field of Intellectual Property by Best Lawyers®
* Exclusive winner of ILO’s Client Choice Awards 2016 General Corporate Category for Finland

Career and qualifications

Waselius Attorneys, Partner 2020-; Borenius Attorneys (Partner 2014-2020, Specialist Partner 2011-2013, Senior Advisor, 2010–2011, Senior Associate 2006–2010); Forum Partners Attorneys, Attorney at Law (2004–2006), KPMG, Legal Counsel (2001–2004), Canon Europa, Amsterdam, Legal Counsel (1998–2000), Rakennus Oy Lemminkäinen, Legal Counsel (1997), District Court of Parainen, court traineeship (1995–1996), Keijo Heinonen Attorneys, Lawyer (1994–1995)

Education: University of Helsinki, LL.M. 1994; Amsterdam University, LL.M. 1998

Selected experience

* Successfully represented NaturaMed against the Finnish Consumer Ombudsman in the Market Court in a significant marketing law case
* Successfully represented a German company and its Finnish subsidiary in the automotive industry in a trademark and auxiliary trade name dispute in the Market Court
* Advised since more than 15 years a global leader in wine and spirits in their legal needs in Finland within the field of contentious and non-contentious IP, regulatory, unfair competition and contractual matters
* Acted as counsel for a multinational manufacturer of a well-known sneakers brand in the combating of look-alikes on the Finnish market and design right infringement cases
* Represented successfully the European market leader in bone cement and its Nordic branch in the Market Court in a complex dispute regarding unfair trade practices and unlawful use of trade secrets
* Advised a major Finnish dairy company in the sale of its starter culture ingredients business, including ingredients rights, patents, know-how, trademarks and licensing
* Advised a listed Finnish company in the grocery chain in the negotiations of several master franchise agreements for the Finnish and Russian markets
* Assisted international franchise chains in various sectors in their establishment and activities on the Finnish market
*Advises global brand owners with internationally well-known brands in various sectors including food and beverages, luxury goods and hygiene industries in trademark portfolio management, trademark strategies, contentious IP matters and commercial contracts

Member

Finnish Bar Association; Finnish Association for Industrial Property Rights (STY) (Member of the Board 2009-2018, Vice Chairman 2015-2018); Finnish Anti-counterfeiting Group (Member of the Board 2009-2013), INTA (International Trademark Association); AIPPI (International Association for the Protection of Intellectual Property); Finnish Cité Internationale des Arts Foundation (Chairman of the Board 2019-). Åsa was a member of the working group that revised the old Finnish Trademark Act. The new Trademark Act (544/2019) and related laws came into force on 1 May 2019.
Åsa Krook is a very accurate and dynamic IP lawyer. She is also an excellent strategic planner and out-of-the-box thinker with unconventional solutions.
– The Legal 500, 2025 (Intellectual Property)
Åsa Krook is a highly skilled lawyer with an outstanding ability to handle and understand complex legal matters. She always delivers the best quality results.
– The Legal 500, 2025 (Intellectual Property)
The team led by Bernt Juthström and Åsa Krook is one of the most competent IP teams, covering every aspect of IP-law.
– The Legal 500, 2025 (Intellectual Property)
Waselius has a great team led by Bernt Juthström and Åsa Krook. The team is knowledgeable and does great work in the field of IP advisory work, contracts and litigation. In addition to being knowledgeable to develop a practical and business-oriented approach to cases.
– The Legal 500, 2025 (Intellectual Property)
Bernt Juthström and Åsa Krook are approachable and always easily available to discuss and analyse cases.
– The Legal 500, 2025 (Intellectual Property)
Åsa is very good in trade mark matters.
– Chambers Europe 2025 (Intellectual Property)
Åsa Krook is a very skilled lawyer.
– Chambers Europe 2025 (Intellectual Property)
Strategic, swift and solution-oriented, Åsa is a highly efficient and experienced professional. Her profound legal knowledge, combined with her easy-to-work-with demeanour, ensures collaborations with counsel are fruitful and that the clients receive top-notch service.
– WTR1000, 2025
Åsa Krook is an outstanding lawyer. Åsa is quick, accurate and has longstanding experience and profound legal knowledge. If the case requires, she will offer practical and business-oriented solutions.
– The Legal 500, 2024 (Intellectual Property)
Åsa Krook – she is super responsive, and always goes the extra mile.
– The Legal 500, 2024 (Intellectual Property)
Åsa is available, easy to contact, responds quickly and has good legal knowledge.
– Chambers Global 2024 (Intellectual Property)
She provides very agile responses.
– Chambers Global 2024 (Intellectual Property)
She has an academic understanding of the areas of law in which she operates, and her service level is very good.
– Chambers Global 2024 (Intellectual Property)
She is very interested and engaged in the matter at hand and is very available, providing fast deliverables.
– Chambers Global 2024 (Intellectual Property)
Åsa Krook has very good expertise.
– Chambers Global 2024 (Intellectual Property)
Åsa is fantastic at handling infringement matters and overseeing enforcement measures.
– WTR1000, 2024
She delivers exactly what we need, with top legal expertise and solid commercial understanding.
– Chambers Global 2023
Åsa is one of the most visible names in IP. She is very experienced in filing, prosecution and representing clients in court; she is friendly and easy to collaborate with.
– WTR1000 2023
Åsa Krook has a longstanding reputation. Åsa is very knowledgeable and also has a great ability to arrive at practical solutions.
– The Legal 500, 2022
talented lawyer with a phenomenal reputation, even outside the Finnish borders”. “When collaborating with Åsa, I know that the matter is in the best hands “Her assessments are precise, thorough and always delivered in a timely fashion. The work she produces is of the highest quality and the outcome is always successful.”
– WTR1000 2022
Krook goes the extra mile and is able to explain problems and solutions that are complex in a simple way,
– Chambers Global 2022
Her mastery of sophisticated strategies is excellent and her network of associates around the world even better. Proactive, responsive and a great communicator, Åsa always delivers.
– WTR1000 2021
It’s always easy to work with her; she is fast and reliable.
– Chambers Europe & Global 2020
Fast and effective client service and deep technical knowledge on IP matters.
– Chambers Europe & Global 2019
Skilful and experienced.
– Chambers Europe & Global 2019
People-oriented and extremely friendly.
– Chambers Europe & Global 2018
Quick on her feet, precise, practical and brilliant, there is no doubt to what she can achieve. Åsa is one of Finland’s best.
– WTR1000 2020
Committed and really talented”, Krook excels at unravelling tricky unfair business practice questions, regulatory scenarios and multifaceted franchising deals.
– IAM Patent 1000
She has in-depth knowledge and gives excellent guidance on all general corporate matters.
– ILO’s Client Choice Awards 2016