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Trade Marks, Goodwill and the Commercialisation of your Brand

BrandsIn the final article in this Intellectual Property (“IP”) series, we look at the protection and commercialisation of brands or trade marks.

Trade marks are business identifiers which are generally comprised of one or a combination of the following elements: words, logos, slogans and even colours, shapes and sounds. Generally, anything in which your business has acquired goodwill and acts as an indication of trade origin can be considered a trade mark.

It is recommended to protect those trade marks of value to your business by registering them at the IP offices of the countries of commercial interest. Trade mark registrations provide prima facie evidence of a business’ rights in a mark and ensure that business is able to prevent third parties causing confusion in the marketplace, or taking advantage of its goodwill in its mark, by using an identical or similar trade mark.

Once in place, trade mark registrations can also be licensed or assigned to generate revenue for your business and are valuable business assets.   (more…)