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    Great Brands - Brand Monitoring

    The importance of brand protection.

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    • December 09, 2019
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    A brand is how an individual or business is perceived. It is usually a distinguishing factor in the marketplace.
    Businesses with a protected brand are more able to grow a strong brand identity that naturally has an overwhelming appeal to their customers.
    The brand of a business is carried by its name, the name of its products, the style or design of its products, its logo, its slogan, or an image that identifies its products.
    Your business’ brand is its identity and once a business loses its brand, it becomes as good as inexistent.
    One easy way to ensure your brand retains its identity is to protect it.

    Why you Should Protect your Brand
    Other than retaining the identity of your brand, there are several other reasons why you would want to protect your brand.
    1. The Risk of Brand Theft:
    An unprotected brand is susceptible to theft. In a cut-throat competitive market where every business is desperate to make a profit, it is not uncommon to see brands hijacked.

    A competitor may leverage on the strength of a brand to promote its products. An example of this is when products are tagged with the name and logo or similar name and logo of other manufacturers.

    The most dangerous kind of imitations are very similar to the original product and difficult to distinguish visually. For example, branding and electronic appliance as SHARP or a drink as Cola-Coca.

    Thus, the need for brand protection. Brand protection will not only protect your brand but will also prevent the registration of a similar “brand” likely to cause confusion with yours.

    You may assume that only a popular brand needs protection. No. The truth is, once your unprotected brand becomes popular, it is too late to protect it. The best time to protect your brand was at its moment of obscurity. The next best time is today..

    If you leave your brand unprotected until it becomes popular, it will be more difficult to track the abuse of your brand and recover from the loss of such abuse.

    2. The Loss of Profit and Value:

    The most valuable asset your business has is its brand; take away your company’s brand identity and all you may have is an empty shell.

    When valuing a company ahead of a merger or acquisition, the value of its brand is usually worth more than its assets. This shows that the value of a business is not in its assets, but in its brand.

    Your company’s brand is indicative of the quality of your products, its look, feel and taste. Abuse of this brand means that another business can ride on this market perception to sell its products.

    For example, in the 1990s, the late Gianni Versace lost huge proceeds from the sale of his clothes to pirates whose turnover doubled that of his firm.

    Other than the fact that this counterfeit product will compete with your genuine product for the market share and profit, if the counterfeit is of lesser quality and your customers are unable to distinguish it from the original, your brand identity will be severely damaged. It will appear that you are selling substandard products.

    The worse part of this is that you cannot bring an action in Court against the counterfeiters, (unless under the Common law tort of passing off where the reliefs you can claim are very limited) if your brand was not registered.

    This will significantly affect your profit, brand value, and brand identity.

    3. The Potential to attract Investors:
    No one wants to invest in an empty shell.
    A company without a protected brand can easily lose its worth when its brand is compromised. Moreover, an unprotected brand is more susceptible to compromise.
    Investors are a lot more likely to invest in a company with a relatively weak but protected brand, than a company with a strong but unprotected brand.
    Therefore, registering your brand will increase the likelihood of securing a higher valuation and a higher investment at your company’s next funding round.

    HOW TO PROTECT YOUR BRAND

    Having understood the importance of protecting your brand, you may be wondering how to go about this.
    Basically, you can protect your brand in four ways:

    1. Trademark: trademark protection is the most effective way to protect your brand. Registering your trademark prevents others from registering a similar trademark.
    Your trademark consists of your company’s recognizable logo, emblem, name, domain name, and other attributes associated with your product or may be used to identify your product or service.
    Trademark protection is not only for companies; individuals running businesses through which they offer services may also register the business’ trademark.

    2. Copyright: In addition to a trademark, you may also protect your brand through copyright protection.

    Unlike a trademark, copyright protects your original works, such as literary, dramatic, musical or artistic work. This may include your company’s logo, graphic designs, advertisement jingles, or software codes. Copyright protection protects the authorship of these works.

    You cannot copyright an idea, concept or strategy unless it is first expressed in a written and then registered as a copyright. However, we offer a service known as i-Depot, where you may register your ideas. With this, in the event of a dispute, you may prove that your idea existed at a certain date.

    3. Patent: Furthermore, a patent protects your invention and allows you to exclusively use and commercially exploit the invention.

    4. Design Protection: A design protection protects the appearance (design) of your product.

    You may be wondering why this is important.

    A product with unique aesthetics, such as a fancy water bottle, will have its design as a major reason why it is purchased. This is what will distinguish it from other water bottles in the market.
    The type of protection you opt for will depend on your industry and the type of products and services you offer. You may opt for one or more of the above options to protect your brand.
    We offer regional trademark registration in the European Union (EU) which covers all countries of the EU. We may also assist you if you prefer to register your trademark in a specific country, such as Germany, France, Netherlands, Luxembourg, Switzerland, United Kingdom, and the United States at competitive rates.
    Not many people are aware of this, but upon registering your trademark, it is necessary to monitor the mark to ensure that no one registers a similar trademark as yours.
    Usually, government officials check the possibility of similarity before registration, however, their check is limited to trademarks registered within that country. We monitor your trademark globally.
    In addition, with a single registration, you may register your design mark in all countries of the European Union.
    Reach out to us and we will be glad to be of help!

    Https://THE IMPORTANCE OF BRAND PROTECTION FOR YOUR BUSINESS

    3 REASONS WHY YOU SHOULD PROTECT YOUR BRAND
    WHAT IF YOU DON’T PROTECT YOUR BRAND?

    A brand is how an individual or business is perceived. It is usually a distinguishing factor in the marketplace.
    Businesses with a protected brand are more able to grow a strong brand identity that naturally has an overwhelming appeal to their customers.
    The brand of a business is carried by its name, the name of its products, the style or design of its products, its logo, its slogan, or an image that identifies its products.
    Your business’ brand is its identity and once a business loses its brand, it becomes as good as inexistent.
    One easy way to ensure your brand retains its identity is to protect it.

    Why you Should Protect your Brand
    Other than retaining the identity of your brand, there are several other reasons why you would want to protect your brand.

    1. The Risk of Brand Theft:
    An unprotected brand is susceptible to theft. In a cut-throat competitive market where every business is desperate to make a profit, it is not uncommon to see brands hijacked.

    A competitor may leverage on the strength of a brand to promote its products. An example of this is when products are tagged with the name and logo or similar name and logo of other manufacturers.

    The most dangerous kind of imitations is very similar to the original product and difficult to distinguish visually. For example, branding an electronic appliance as SHARP or a drink as Cola-Coca.

    Thus, the need for brand protection. Brand protection will not only protect your brand but will also prevent the registration of a similar “brand” likely to cause confusion with yours.

    You may assume that only a popular brand needs protection. No. The truth is, once your unprotected brand becomes popular, it is too late to protect it. The best time to protect your brand was at its moment of obscurity. The next best time is today..

    If you leave your brand unprotected until it becomes popular, it will be more difficult to track the abuse of your brand and recover from the loss of such abuse.

    2. The Loss of Profit and Value:

    The most valuable asset your business has is its brand; take away your company’s brand identity and all you may have is an empty shell.

    When valuing a company ahead of a merger or acquisition, the value of its brand is usually worth more than its assets. This shows that the value of a business is not in its assets, but in its brand.

    Your company’s brand is indicative of the quality of your products, its look, feel and taste. Abuse of this brand means that another business can ride on this market perception to sell its products.

    For example, in the 1990s, the late Gianni Versace lost huge proceeds from the sale of his clothes to pirates whose turnover doubled that of his firm.

    Other than the fact that this counterfeit product will compete with your genuine product for the market share and profit, if the counterfeit is of lesser quality and your customers are unable to distinguish it from the original, your brand identity will be severely damaged. It will appear that you are selling substandard products.

    The worse part of this is that you cannot bring an action in Court against the counterfeiters, (unless under the Common law tort of passing off where the reliefs you can claim are very limited) if your brand was not registered.

    This will significantly affect your profit, brand value, and brand identity.

    3. The Potential to attract Investors:
    No one wants to invest in an empty shell.
    A company without a protected brand can easily lose its worth when its brand is compromised. Moreover, an unprotected brand is more susceptible to compromise.
    Investors are a lot more likely to invest in a company with a relatively weak but protected brand, than a company with a strong but unprotected brand.
    Therefore, registering your brand will increase the likelihood of securing a higher valuation and a higher investment at your company’s next funding round.

    HOW TO PROTECT YOUR BRAND

    Having understood the importance of protecting your brand, you may be wondering how to go about this.
    Basically, you can protect your brand in four ways:

    1. Trademark: trademark protection is the most effective way to protect your brand. Registering your trademark prevents others from registering a similar trademark.
    Your trademark consists of your company’s recognizable logo, emblem, name, domain name, and other attributes associated with your product or may be used to identify your product or service.

    Trademark protection is not only for companies; individuals running businesses through which they offer services may also register the business’ trademark.

    2. Copyright: In addition to a trademark, you may also protect your brand through copyright protection.

    Unlike a trademark, copyright protects your original works, such as literary, dramatic, musical or artistic work. This may include your company’s logo, graphic designs, advertisement jingles, or software codes. Copyright protection protects the authorship of these works.

    You cannot copyright an idea, concept or strategy unless it is first expressed in a written and then registered as a copyright. However, we offer a service known as i-Depot, where you may register your ideas. With this, in the event of a dispute, you may prove that your idea existed at a certain date.

    3. Patent: Furthermore, a patent protects your invention and allows you to exclusively use and commercially exploit the invention.

    4. Design Protection: A design protection protects the appearance (design) of your product.

    You may be wondering why this is important.

    A product with unique aesthetics, such as a fancy water bottle, will have its design as a major reason why it is purchased. This is what will distinguish it from other water bottles in the market.

    The type of protection you opt for will depend on your industry and the type of products and services you offer. You may opt for one or more of the above options to protect your brand.

    We offer regional trademark registration in the European Union (EU) which covers all countries of the EU. We may also assist you if you prefer to register your trademark in a specific country, such as Germany, France, Netherlands, Luxembourg, Switzerland, United Kingdom, and the United States at competitive rates.

    Not many people are aware of this, but upon registering your trademark, it is necessary to monitor the mark to ensure that no one registers a similar trademark as yours.
    Usually, government officials check the possibility of similarity before registration, however, their check is limited to trademarks registered within that country. We monitor your trademark globally.

    In addition, with a single registration, you may register your design mark in all countries of the European Union.
    Reach out to us and we will be glad to be of help!