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Trademark: International Branding Strategy

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Trademark: International Branding Strategy

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Trademark: International Branding Strategy

  1. 1. INTERNATIONAL BRANDING STRATEGY THE LEGAL INSIGHTS By: Nishant Kewalramani
  2. 2. AGENDA  Choosing a Mark  Global Branding- Constants & Variables  Trade dress  Factors Affecting Fame  Dilution- A Policing Strategy
  3. 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. 4. CHOOSING A MARK- THE PROTECTION LADDER • Fanciful • Arbitrary • Suggestive • Descriptive • Generic
  5. 5. THINK OUT OF THE BOX  Shape  Sound-  Smell-Plumeria scent for sewing threads
  6. 6. BRANDING CONSTANTS  Basic Brand Identification - word mark/logo  Brand Promise  Corporate Slogan
  7. 7. BRANDING VARIABLES  Product names & related slogans  Positioning  Target Audience  Pricing  Association with parent mark- ideal
  8. 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. 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. 10. TRADEMARK TO TRADE DRESS  Trade Dress- Visual appearance of a product  Size  Shape  Design  Pattern  Packaging  Generally acquired distinctiveness.
  11. 11. 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
  12. 12. 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
  13. 13. 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
  14. 14. THANK YOU

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