2. AGENDA
Choosing a Mark
Global Branding- Constants & Variables
Trade dress
Factors Affecting Fame
Dilution- A Policing Strategy
3. WHAT IS A BRAND
Trading name/logo
Identity
Recognition
Company Image
A source of promise to consumers. It promises
relevant differentiated benefits.
- Brad VanAuken
(Author- Brand Aid)
4. CHOOSING A MARK-
THE PROTECTION LADDER
• Fanciful
• Arbitrary
• Suggestive
• Descriptive
• Generic
5. THINK OUT OF THE BOX
Shape
Sound-
Smell-Plumeria scent for sewing threads
7. BRANDING VARIABLES
Product names & related slogans
Positioning
Target Audience
Pricing
Association with parent mark- ideal
8. TRADEMARK FILING STRATEGY
Word marks offer broadest protection
Logos ensure better connection with consumers
and easy recognition of brand
Black & white logo ensures broad protection over
all color combinations
Colored logo- closer association towards building a
stronger brand
9. INTERNATIONAL PROTECTION
Registration in country of origin (persuasive value)
Six month window- claim priority from national filing
(Paris Convention)
Keep an eye on Madrid Protocol
File Smart- CTM, Aripo etc.
Domain name same as/derivative of corporate
name- may build common law rights world wide
without registration
10. TRADEMARK TO TRADE DRESS
Trade Dress- Visual appearance of a product
Size
Shape
Design
Pattern
Packaging
Generally acquired distinctiveness.
11.
12.
13. FACTORS AFFECTING FAME
Knowledge or recognition in relevant section of public
Duration extent and geographical area of of use
Duration, extent and geographical area of promotion
Duration of registration
Record of successful enforcement
14. INFRINGEMENT V. DILUTION
Similarity of marks
Similar goods and
services
Likelihood of confusion
Tests of judging
similarity comparatively
strict
Similarity of marks
Goods/services may be
dissimilar
No confusion
Presumed element of
bad faith if any
similarity found
Infringement Dilution
15. DILUTION- THE POLICING STRATEGY
Planned strategy towards acquiring fame
Continuous look out for similar marks
Policing- even if dissimilar goods or services
Blurring- use on dissimilar products
Tarnishment- use on unsavory products