Professional Documents
Culture Documents
Protecting
the Brand
B rand E quity
2009 - 2010 Middle East Food industries Registered Trade Mark- Vogue
Key Objectives
2009 - 2010 Middle East Food industries Registered Trade Mark- Vogue
What is the trade Mark?
A “ trademark ”:
is any word (Vogue® ), name (Ford), symbol
(Pepsi logo), slogan (“Just do it”), shape (Coca-
Cola bottle), color (Owens-Corning pink
insulation), or sound (Intel Inside) which
identifies the source of products/services, as
well as associated quality, and distinguishes
them from the products/services of others.
* Trademarks laws are meant to
protect consumers .
* Trademarks are “ brands ” of
something .
Sample of
Brand
2009 - 2010 Middle East Food industries Registered Trade Mark- Vogue
All Trade Marks Are not the
The strength or
Same !
weakness of a mark
determines its scope and
Protection . The strongest marks are highly
distinctive ; Owners
of strong marks can prevent third parties
from using a wide
range of Generic
similar marks
Descriptive .
Suggestive Arbitrary Fanciful
(Chips) (Four Cheese) (Jolt) (Apple) (Exxon)
WEAK STRONG
2009 - 2010 Middle East Food industries Registered Trade Mark- Vogue
Trademark Clearance
Before any new mark goes into use, or an existing
mark is used on a new product or in a new country, it
must be cleared through Legal:
2009 - 2010 Middle East Food industries Registered Trade Mark- Vogue
Building and Maintaining a
trade mark rights
s
ogo
L
e :
m pl
Sa
2009 - 2010 Middle East Food industries Registered Trade Mark- Vogue
Graveyard of Trademarks
YO YO
O S
E RM
REFRIGERATOR TH
I RIN
P
AS ADE
BL
ER
LL
RO
WALKMAN
2009 - 2010 Middle East Food industries Registered Trade Mark- Vogue
Maintaining Brand Integrity :
Simple Rules for Building
Strong Marks
Print logos and trademarks correctly- don’t abbreviate names
(“Voo” is a no-no!).
don’t change colors.
Use proper trademark markings - ® ™
Don’t use the trademark name as the product name
Try our Vogue Chips -- WRONG!
Try our Vogue® Potato Chips-- CORRECT!
2009 - 2010 Middle East Food industries Registered Trade Mark- Vogue
Consistent/Correct Use of the Logo
Strengthens the Brand
2009 - 2010 Middle East Food industries Registered Trade Mark- Vogue
Incorrect or Inconsistent Use of
the Logo Dilutes / Weakens the
Brand
Failure to correctly
and consistently use
the logo dilutes the
mark and undercuts
our ability to stop
copy cats .
2009 - 2010 Middle East Food industries Registered Trade Mark- Vogue
2009 - 2010 Middle East Food industries Registered Trade Mark- Vogue
2009 - 2010 Middle East Food industries Registered Trade Mark- Vogue