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Unleashing The Power of Branding Through Trademarks: Launching New Products in The Market
Unleashing The Power of Branding Through Trademarks: Launching New Products in The Market
UnleashingthePowerofBrandingthrough
Trademarks
(updated2006)
CarolineSchwabProgramofficer
SmallandMediumSizedEnterprisesDivision
WIPOWorldIntellectualPropertyOrganization
Branding and
trademarks are keys
to success in business
and in the global
market
YESTERDAYS OPERATION:
- Technology Brands
- E-mails Campaigns
- PR in place of advertising
- Viral Marketing
TODAY:
- Lifestyle Brand
- Authenticity Marketing
- Product Placement
- Viral Marketing
- Brand Culture
WhatisBranding
Brandingistheprocessbywhichthe
nameortheidentifyofanowner,a
company/enterpriseororganization,is
communicated.
Brandingallowsacompanytodifferentiate
itsproductsandservicesfromthe
competitionbycreatingabondwithits
customers.Itaimstocreatecustomer
loyalty.
Thisway,acompanytakesapositioninthe
marketplace.
WhatisBranding
Awaybywhichcompanieslaunchandsell
goods&services.
Abrandnameissometimesmadeofapart
orthetotalityofatrademarkname
Itcommunicatestheessenceofaproducts
oritsline,includingwhyitisgreatandhow
itisbetterthanallcompetingproducts.
Itreflectsingeneralaprestigious(aesthetic)
imageinordertoattractmoreconsumers.
SUCCESSFULBRANDING
Attracts/catchestheconsumers
Developingabrandispartofeverystrategic
businessplan
Targetwhatcustomerscareabout:articulate
precisevaluesandqualitiesthatarerelevant
andofdirectinterest
Emphasizefeaturesthatarebothimportantto
consumerandquitedifferentiatedfrom
competitors
Communicateconstantinnovatingbrandimage
atalllevelsofoperation
THE PINK PANTHER IS A WORLDWIDE
PROTECTED CHARACTER USED AS A MARK, AS A
COPYRIGHT & AS AN INDUSTRIAL DESIGN.
TRADEMARKS
AREFOREVER
10Pointsabout
TRADEMARKS
Before launching a trademark - key to success is
CLEARANCE
10POINTSABOUTTRADEMARKS
1.ProductorserviceImage(Identity)
2.Distinguishgoodsorservicesamongothers
3.Playapivotalroleinthebranding/marketingStrategy
4.Canbeextendedtoanycountry
5.Definesacertainimagebuildsareputation
6.Isamarketingtoolenablinglicensing&franchising
7.IsavaluableIPbusinessasset
8.Encouragecompaniestoinvest,maintain
andimproveproductquality
9.Onceprotected,areusefulforobtainingfinancing
10.Canbeputinthestockexchange
WhatisaTrademark?
ABRANDNAMEAKINDOFVISITCARDTHAT
PROMOTESTHEIMAGEOFACOMPANY
ANDITSRANGEOFGOODS&SERVICES.
Asigndistinguishinggoodsorservices
producedorsoldbyoneenterprise(fromthose
ofotherenterprises).
ATRADEMARKISMADEOF:
AnyDistinctiveWords,Letters,Numerals,
Pictures,Shapes,Colors,Logotypes,Labels
Examples:
Lesstraditionalforms
Singlecolors(LouisVuitton)
Threedimensionalsigns
(shapesofproducts
orpackaging)
Audiblesigns(sounds)
Olfactorysigns(perfume)
TypesofTrademarks?
Trademarks:todistinguishgoods
Servicemarks:todistinguishservices
Collectivemarks:todistinguishgoodsorservicesby
membersofanassociation
Certificationmarks
Wellknownmarks:benefitfromstrongerprotection
Tradename(Brandname)
ThefunctionofaTrademark
ALLOWSCOMPANIESTOMARKA
TERRITORY,EXPRESSINGSPECIFIC
FUNCTIONSAMONGSIMILARPRODUCTSIN
THEMARKET.
ENSURESTHATCONSUMERSCANIDENTIFYA
LINEOFPRODUCTS.
ENSURESEXTENSIONOFTHEMARK
THROUGHLICENSINGORFRANCHISING
PROCESS.
THEVALUEOFATRADEMARK?
AMARKETINGTOOL
SOURCEOFREVENUETHROUGHLICENSING
CRUCIALCOMPONENTOFFRANCHISING
AGREEMENTS
USEFULFOROBTAININGBANKSORTHIRD
PARTFINANCE
AVALUABLEBUSINESSASSET
TheValueofTrademarks
GlobalBrandScoreboard
1. COCACOLA 67.52$billion
2. MICROSOFT 59.95$billion
3. IBM 53.37$billion
4. GE 46.99$billion
5. INTEL 35.58$billion
(GermansurveyJanuary17,2006)
Trademarkprotection>
Registration=
EXCLUSIVERIGHTSPREVENTOTHERSFROMMARKETING
PRODUCTSUNDERSAMEORCONFUSINGLYSIMILARMARK
SECURESINVESTMENTINMARKETINGEFFORT
PROMOTESCUSTOMERLOYALTY/REPUTATION/IMAGEOF
COMPANY
PROVIDESCOVERAGEINRELEVANTMARKETSWHERE
BUSINESSOPERATES
REGISTEREDMARKSFORLICENSEORBASISFRANCHISING
AGREEMENTS
PRACTICALASPECTS
Creating/selectingatrademarkafterCLEARANCE
searchingworldwidethatthereisnotasimilarone
yetlegallyprotected
AvoidIPofficesrefusalsoroppositions
Protectingatrademarkthroughnational,regional
andWIPOregistrationsystem(Madrid&Protocol)
Usingandmaintainingatrademark(payingfees,
followingnotificationofrefusals,extendingterritory)
EnforcingatrademarkbyInnovating(newproducts)
Whattoavoidwhenselecting
aTrademark
Genericterms:CHAIRtosellchairs
Descriptiveterms:SWEETtosellchocolates
Deceptiveterms:ORWOOLAfor100%synthetic
material
MARKSCONTRARYTOPUBLICORDERand
MORALITY
AVOIDUSINGFLAGS,ARMORIALBEARINGS,
OFFICIALHALLMARKS,EMBLEMSWITHOUT
LEGALAUTHORIZATION
WhattoRememberwhen
selectingTrademark?
Inherentlydistinctive
Coinedorfancifulwords:Kodak
Arbitrarymarks:appleforcomputers
Suggestivemarks:SUNNYforheaters
Easytomemorizeandpronounce
Fitsproductorimageofthebusiness
Hasnolegalrestrictions
Reasonsforrejection
TMsearch>notidenticalorconfusinglysimilartoexisting
TM
Hasapositiveconnotation
Suitableforexportmarkets
Correspondingdomainnameavailable
ProtectingaTM
throughregistration
Theapplicantcanfilearequestthroughhisnationaloffice
RightafterfilingthroughtheIPOffice,atrademarkcanbefiledat
WIPO(Madrid&Protocol)savingtimeandmoney
WIPOoffersfreeassistance,information&guidelines
Filingapplicationform,contactdetails,graphicillustrationof
mark,descriptionofgoods,fees
Registrationcertificatevalidfor10years
Renewal&Publication(CDRooms/Gazette)
TheIPnationalofficeistheonlyauthorityinchargeof:
Formalexamination
Substantiveexamination
Publicationandopposition
MadridSystemforthe
InternationalRegistrationofMarks
TheMadridsystemfortheinternationalregistration
ofmarks(theMadridsystem)establishedin1891
functionsundertheMadridAgreement(1891),andthe
MadridProtocol(1989)areadministeredbythe
InternationalBureauofWIPOlocatedinGeneva,
Switzerland.
Thissystemforaninternationalprotectionof
TrademarksandBrandsisadoptedbymorethan
70memberstatesofWIPO,membersofthe
MADRIDUNION
MadridSystemforthe
InternationalRegistrationofMarks
TheMadridandtheProtocolsystemoffersthepossibility
torecordatrademarkin78countriesatonce.
However,ownershastogothroughtheirownnational
officetopresenttheirrequesttoWIPO
WIPOHASMADEPOSSIBLEAFREESEARCHON
LINEOFROMARIN
INFORMATIONONTRADEMARKSRECORDEDATWIPO .
http://www.wipo.int/madrid/en/services/
MANYREGISTRIESFORSEARCHAREAVAILABLEINTHE
PRIVATESECTORORVIATHEIPOFFICES,COUNTRYBY
COUNTRY.
ProtectingaTM
throughregistration
Itiscriticaltoregisteryourtrademarkinall
classesinwhichyouuseorintendtouseyour
trademark.
Themostwidelyusedclassificationsystem
(Nicehas34classesforgoodsand11for
services.
SomeTMofficessuchasinUSandCanada
requiretheproofthattheTMisusedwithina
year.
ProtectingaTM
throughregistration
Asubstantiveexaminationmayberequiredif
thereisaconflictwithanexistingMarkon
theregister.
SomecountriespublishtheTMinajournal
allowing3rdpartiestoopposeduringagiven
period.
Onceitisdecidedthatthereisnogroundsfor
refusal,acertificateisissuedwhichisvalid
for10years.
Registrationcanberenewedindefinitelybut
maybecancelledifTMisnotactivelyused
foracertainperiodstatedintheTMlaw.
SCOPEOFRIGHTS
THEEXCLUSIVERIGHTTOUSETHEMARK
THERIGHTTOPREVENTOTHERSFROMUSINGAN
IDENTICALORSIMILARMARKFORIDENTICALOR
SIMILARGOODSORSERVICES
THERIGHTTOPREVENTOTHERSFORMUSINGAN
IDENTICALORSIMILARMARKFORDISSIMILARGOODS
ORSERVICES
KEEPINMIND
THETIMEITTAKESTOREGISTERATM
THECOSTSASSOCIATEDWITHTMPROTECTION
THENEEDFORATRADEMARKSEARCHFREEAT
WIPO
ATRADEMARKAGENTMAYBEREQUIRED
PROTECTINGATHOMEANDABROAD
RENEWINGYOURREGISTRATION&PAYINGFEES
PROTECTINGATHOME
ANDABROAD
THENATIONALROUTE
Eachcountrywhereyouseekprotection
THEREGIONALROUTE(forsomecountriesonly)
Countriesmembersofaregionaltrademarksystem:African
RegionalIndustrialPropertyOffice;ASEANIPO;Benelux
TMoffice;OfficeforHarmonizationoftheInternalMarket
oftheEU;OrganisationAfricainedelaProprit
Intellectuelle
THEINTERNATIONALROUTE
UKJOINEDTHEMADRIDPROTOCOLEINDECEMBER
2005ISRAELMAYJOINVERYSOON
TheProtocol&MadridsystemadministeredbyWIPO
78membercountries
USINGATRADEMARK
ACTIVELYUSINGATM
USING/MAINTAININGATMINMARKETINGAND
ADVERTISING
USINGTHEMARKONTHEINTERNET
USINGTHEMARKASABUSINESSASSET
ACTIVELYUSINGA
TRADEMARK
OFFERINGTHEGOODSORSERVICES
AFFIXINGTHEMARKTOTHEGOODSORTHEIR
PACKAGING
IMPORTINGOREXPORTINGTHEGOODSUNDERTHE
MARK
USINGITONBUSINESSPAPERSORINADVERTISING
USINGATRADEMARKIN
ADVERTISING
USEEXACTLYASREGISTERED
ProtectTMfrombecominggeneric
Setapartfromsurroundingtext
Specifyfont,size,placementandcolors
Useasanadjectivenotasnounorverb
Notplural,possessiveorabbreviatedform
Useatrademarknoticeinadvertisingandlabeling
MONITORAUTHORIZEDUSERSOFTHEMARK
REVIEWPORTFOLIOOFTRADEMARKS
ANEVOLVINGTRADEMARK
USINGATMONTHE
INTERNET
USEOFTMONINTERNETMAYRAISE
CONTROVERSIALLEGALPROBLEMS
CONFLICTBETWEENTRADEMARKSANDDOMAIN
NAMES(INTERNETADDRESSES)CYBERSQUATTING
WIPOPROCEDUREFORDOMAINNAMEDISPUTE
(HTTP://ARBITER.WIPO.INT.DOMAINS)
USINGATRADEMARKAS
ABUSINESSASSET
LICENSING:OWNERRETAINSOWNERSHIPAND
AGREESTOTHEUSEOFTHETMBYOTHERCOMPANY
INEXCHANGEFORROYALTIES>LICENSING
AGREEMENT(BUSINESS
EXPANSION/DIVERSIFICATION)
FRANCHISING:LICENSINGOFATMCENTRALTO
FRANCHISINGAGREEMENT.THEFRANCHISER
ALLOWSFRANCHISEETOUSEHISWAYOFDOING
BUSINESS(TM,KNOWHOW,CUSTOMERSERVICE,S/W,
SHOPDECORATION.ETC)
SELLING/ASSIGNINGTMTOANOTHERCOMPANY
(MERGER&ACQUISITIONS/RAISINGOFCASH)
ENFORCING
TRADEMARKS
RESPONSIBILITYOFTMOWNERTOIDENTIFY
INFRINGEMENTANDDECIDEONMEASURES
CEASEANDDESISTLETTERTOALLEGED
INFRINGER
WIPOENFORCEMENTPROGRAMS
COOPERATIONWITHCUSTOMSAUTHORITIESTO
PREVENTCOUNTERFEITTRADEMARKGOODS
ARBITRATIONANDMEDIATION(PRESERVEBUSINESS
RELATIONS)
SMESGUIDEFOR
TRADEMARKS
THANK YOU FOR
YOUR ATTENTION
(end of part I)
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