What is real
is not external form.



CONSTANTIN BRANCUSI

Why to put your brand on watch

19.02.2018


How many times did you ask how to discover potential infringements at an early stage?

 

Worldwide, the number of trademark applications is rising every year. As a result of Globalization and easiness of communication through social media, some regions (e.g. China) are registering more trademarks than others.

According to the World Intellectual Property Organization, the trademark filings raised between 6% and 8% in the past two years.

In this context brand, owners face many difficulties concerning the registration of new trademarks that are unique, meaningful and do not pose any risk of confusion with other trademarks.

 

Very often, brand owners ask how they could discover potential infringements at an early stage. By the time they have already entered the market the rebranding process costs, rise exponentially.

Usually, to avoid all this, any company, before launching a brand should think about multiple names which encapsulate the essence of the brand and represents good alternatives. Once you have agreed with a list of names you can start a preliminary research to detect possible similar trademarks that are already registered. The aim of this research is to certify if there are potential trademarks confusingly similar to the new trademark.

Such a research could be accomplished by an IP attorney or a well-trained paralegal who uses public data basis or Internet.

 

To better understand the importance of this kind of research, we will give you a very famous example:

iSwatch vs iWatch

When the American giant, Apple, filed his trademark application for iWatch, in the United States of America it received a very strong opposition from Swiss watchmaker, Swatch. It opposed iWatch because it was confusingly similar to its trademark iSwatch and it presented a high risk of confusion for consumers.

The UK IP Office admitted the Swatch opposition and forced Apple to rebrand its intelligent watch as Apple Watch.

An availability search for the American trademark would have solved this problem instantly and saved a lot of the rebranding costs.

02.07.2020

Readying your brand for your local area

An early part of the brand development process includes researching your competitors and comparing your brand against theirs. It’s possible that your business and its accompanying intellectual property share striking similarities to other brands in your industry, and these are important to consider when it comes to standing out within your field. When you’ve completed ( learn more )

25.06.2020

The similarity between a croissant and a sandwich? The name itself

Lately, we have been working on a new case so that both the commercial name of a croissant and a sandwich can coexist without legal implications. In this sense, we witnessed the negotiation and conclusion of a coexistence agreement for the two brands. Our client, from the Bakery and confectionery industry, received a coexistence agreement ( learn more )

18.06.2020

Covid 19 and its effects on Intellectual Property

Our colleague, Ana Rotariu, is sharing her experience regarding the effects of the COVID-19 pandemic over businesses and their IP. Interested to know how has this outbreak affected companies worldwide? It is safe to say we are all experiencing challenging times, especially when it comes to businesses, either big or small. Even as countries and ( learn more )