Trademark Protection

Companies of whatever size spend huge sums of money investing in their brand image, and once the brand is built, on trademark protection to give them legal comeback against competitors who try to exploit their brand. Brand image and trademark protection is incredibly important to all companies as the brand is what represents how consumers feel about a brand and the sort of reputation and standing it has in the business world.

What is a trademark?

We all see thousands of trademarks every day without thinking about it. Nearly every consumer product, which we buy, from our morning box of cereal to the bottle of wine we have with dinner, has something that identifies a product or the company, which makes it. Many people think that a trademark is the same as a logo but this is not always the case. Logos such as the check mark used by Nike or the apple with a bite out of it used by Apple are trademarks, but the description also extends to words such as Coca-Cola or Walmart, as well as the font and style used to write the words themselves. All of these components come together to build the brand style and provide something that is instantly recognizable.

Why Protect a Trademark?

There are a number of reasons why trademark protection is important to businesses of all sizes. A large company such as Coca-Cola has spent millions of dollars over more than a century of trading to build up their company to the size that it is today. They do not want another company to come along, selling a cola in the same distinctively shaped bottle, using a very similar logo and font and taking away a large percentage of the market they have worked so hard to gain. Companies who do set up with the sole aim of exploiting someone else's trademarks and brand image will soon find the trademark protection department of the multinationals are on their case, and the legal letters will soon begin to arrive.

Legalities

When a company develops a new brand or logo, this is registered with the relevant government authority in the home country. There is no worldwide register for trademark protection, so the company must register the trademark it wishes to use in every country where it is operating. A full description of the trademark and uses has to be given, and once the papers are lodged with the trademark protection offices, the company has the legal right to stop other people from using their trademark. There is often a muddy area when it comes to trademark protection issues. Business people are well aware that they are not allowed to set up a computer company and call themselves Apple, but may try to piggy back on Apple's goodwill by calling their company something very similar or using a logo which at first glance could be mistaken for that very familiar bitten apple. This is when Apple will get their trademark lawyers involved, and the other company will be issued with a cease and desist notice, requiring them to stop using the logo or branding and to change it for something else. If the company refuses, this is when a long legal battle can ensue. These legal battles are not cheap, but large multinationals such as Apple, Coca-Cola or Disney are prepared to pay for the best trademark protection legal teams in the world to fight for their trademarks and brands.

Why use technology solutions to fight counterfeiters?

The digital protection of trademark and copyright material online requires advanced -technology considering there exists over 230+ million domains and 23+ billion pages online

Bouju provides digital brand protection software as a service to rapidly discover, monitor, measure and proactively guard brands online. Please send a email to info@bouju.com with your company (brand) email address for initial free brand audit report.