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2. Brand Protection Workshop
Google Campus
29 August 2012
Yasmine Hashim

3. What are we going to cover?
• What is a brand/good brand?
• Registered trade marks
• Where do you start?
• Maintaining/enhancing value

4. Name
Visual identity Logo
Vision Core values
Product identity Promotional items
Perception
Association
Reputation
Quality
Goodwill
Web site
Asset Experience

5. Examples of brands
Google
Microsoft
FedEx Facebook
IBM Explorer Amazon
Paralympic Arcs Apple logo
Nike swoosh Adidas 3 stripes

6. Why and how to protect a brand?
Trade mark registrations

7. What is a registered trade mark
A sign that distinguishes your goods/services from
others
Exclusive right to use
Territorial

8. Benefits of trade mark registration
A deterrent
Easier to take legal action
Buys you time
Unlimited duration
Asset value
A sword and a shield

9. Requirements for registration
A sign
Distinctive
Available

10. Signs
Words, logos, letters, numerals
Slogans
Sounds
Smells, moving marks

11. Unusual signs
Burberry?
Colours
Cadbury?
Kraft Foods? Shapes

12. Spectrum of distinctiveness
CYBERCAFE (5)
ORANGE (2)
JAGUAR (3)
LIVEBOOKINGS (4)
KAZAA (1)

13. Where do you start
Choose a brand
Clear it
Register it

14. Slogans
Memorable/distinctive?

15. Choice of brand
Legal Marketing

16. POTENTIAL PITFALLS..
• E/e
• I/I
• M/m
• COM/CO.UK, NET, WEB, TECH….

17. Clearance
Ensures mark is available for use
Ensures mark is eligible for registration
Do it early

18. Filing strategy
What? Mark
Goods and services (cannot broaden)
Class
Where? National
CTM
International (Madrid)
When? ASAP
6 months priority

19. Registration process
FILE EXAMINATION
Filing Registrable mark + REFUSAL
requirements – specification + classification +
Mark + limited search.
goods/services ?
+ class +fee.
PUBLICATION OPPOSITION
?
REGISTRATION

20. How to maintain / enhance value post registration
Police third parties
Trade mark use
Record keeping
Review and renew registration(s)

21. Take Aways
The more distinctive the mark the stronger it is
Clear mark well ahead of launch
Register, review and maintain mark

22. Questions/follow up…
Yasmine Hashim
Email: y.hashim@cleveland-ip.com
Tel: 0203 077 3488
www..cleveland-ip.com