Jenni Romaniuk, in her book, Building Distinctive Brand Assets researched the extent to which various types of brand assets can substitute for the brand name once a brand becomes sufficiently well-known. The assets Jenni Romaniuk identified as being the most likely to be both unique to a brand and famous were characters, logos and fonts. Read More »
As trademarks give their owners a monopoly right to identify their products or services an important caveat about them is that they must be distinctive. A generic identifier such as the colour yellow for Cheerios or a name that too closely describes the products and services on offer is not going to pass the distinctiveness Read More »
Colour Trade Marks The difficulty with colour as a brand identifier is that there is no interim legal protection available to rely on as you build up recognition. You may remember from a previous blog post that Coca Cola had design protection of the bottle shape available as an interim measure while they built associations Read More »
The brand name and codes play an important role in the management of competition. Inevitably competitors will try to capture some of the market shares of any brand that discovers a lucrative market opportunity. They copy business models, and any aspect of a business’ successful branding, be it, by introducing new features, copying its positioning, Read More »
Let’s begin by considering the terminology as it’s all too common when it comes to brands to find people have different meanings in mind. I’ll then explain the role of trademarks and why and how to be strategic with them. The Meaning of Brand The best way I’ve found to explain brands is by Read More »
Introducing Brand Tuned To give businesses the best start in life when it comes to developing a new brand, it is essential that intellectual advice is taken during branding projects so the brand can stand, be distinctive, and use protected IP to remain unique. The importance of IP should never be underestimated when it comes Read More »
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