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1. INTERNATIONAL BRANDING
STRATEGY
THE LEGAL INSIGHTS
By:
Nishant Kewalramani

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

6. BRANDING CONSTANTS
 Basic Brand Identification - word mark/logo
 Brand Promise
 Corporate Slogan

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.

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

16. THANK YOU