What is real
is not external form.



CONSTANTIN BRANCUSI

Why investing in a monitoring service for your brand?

10.04.2018


The extension of the number of new trademark registrations greatly reduces the chances for trademark owners to register trademarks that are both new and unique. What to do?

The number of registered trademarks has increased significantly in recent years due to exposure to the online environment where brands can very easily reach the end consumer. Although China is currently the region with the largest number of brands, this trend is spreading quietly and surely to the rest of the world.

According to the World Intellectual Property Office (WIPO), new brand registrations have increased worldwide by 6% to 8% in the last 2 years.

This overall extension of the number of new trademark registrations greatly reduces the chances for trademark owners to register trademarks that are both new and unique, that is, to raise security risks or confusion with other brands.

In this context, trademark owners already registered must, for their part, be very attentive to trademarks that are in the process of being registered, in order to be able to identify in time whether some of them will not seize a trademark part of the market they hold.

Many trademark owners are wondering how they could detect in time the perils threatening their IP capital from other brands …

Usually, before a company launches a new brand, a new product or a new campaign, several naming possibilities are provided that, in general, contain the essence of the brand and are designed so that, if one of them cannot be registered, one can turn on one of the other alternatives.

Once the short list of names is ready, a preliminary search can be launched to eliminate proposed names that are not available or cannot be registered if they are too similar to other brands already registered. This avoids the cost of changing a brand if there is only one option provided by the company and the company has spent a lot of money on it.

To better understand the problem, here is a concrete example:

iSwatch against iWatch

When the American giant Apple filed an application for registration of the brand iWatch in the United States, he met a fierce opposition from the Swiss watch producer Swatch. The latter objected to the registration of the iWatch mark because it was too close to its ISWATCH mark and, since both marks were aimed at the same market, consumers could very easily have confused the two marks.

The UK Intellectual Property Office admitted Swatch’s opposition and forced Apple to change the name of its product to Apple Watch.

A simple basic search before choosing the name of iWatch would have allowed Apple to locate the brand iSwatch and the famous American company would have saved a lot of time and would have saved the costs of the name change.

03.12.2019

How Google can become your worst enemy

When talking about where and how you use a trademark, Google can either be your worst enemy or your best friend. As follows, there are three major ways of using trademarks as far as the Google policy goes: keywords, in an ad copy, or in the display URL. For example, you can use a trademark ( learn more )

02.12.2019

Great news for coffee lovers!

We provided support for our client, a distinguished coffee supplier, in extending its business in European Union and United States by proceeding with the registration of its brand in the mentioned territories. The official procedure was conducted in front of the USPTO (United States Patents and Trademarks Office) and EUIPO (European Union Intellectual Property Office). ( learn more )

20.11.2019

Knowing the value of your brand in 3 easy steps

When talking about a well-known brand, we need to bring into question 3 major aspects: a good branding strategy, customer loyalty and great communication skills. The first one comes with knowing your brand values, rights and obligations and this is where the intellectual property field comes into play. Brand value is an essential tool for ( learn more )