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CONSTANTIN BRANCUSI

Trademark portfolio development

20.06.2018


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. So, what to do?

We currently assist one of our Clients along with its rebranding process and trademark portfolio development.

The Client, one of the most innovative online fitness platforms in Europe, crosses a whole process of rebranding and after that plans to develop its trademark portfolio in the United Kingdom, European Union, United States, Canada, South Africa, Australia, and Japan.

Many trademark owners are wondering how they could detect in time the perils threatening their IP capital from other brands … And that is the case of our Client too.

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.

24.03.2020

How to protect new online businesses and other IP challenges

The field of intellectual property, as important as it may be, is more often than not looked over by the entities that carry out their activity in the field of e-commerce. The reason why intellectual property is crucial for the field of e-commerce, is because by the sale of products and services, generally have important ( learn more )

18.03.2020

Intellectual Property Offices – updates on COVID-19

UKIPO, EPO, EUIPO and USPTO announced the latest decisions regarding the COVID-19 pandemic. Most of them will remain open, and just a few of them are making extensions in terms of deadlines. UKIPO If you are in the situation where you need an extension, due to the pandemic, UKIPO will remain open and mentioned that ( learn more )

16.03.2020

Happy toys for happy children

We have assisted our Client, a manufacturer of wooden toys, in the process of preparing the most suitable trademark filing strategy. We applied at EUIPO for a trademark application in classes 28 and 35 and took all necessary steps for protecting his brand and develop its business in the European Union. The whole procedure was ( learn more )