Registered trademarks protect brands and distinguish the goods or services of one business from others. Trademarks must be distinctive, not conflict with existing marks, and can be registered in different countries or territories. Examples of trademarks include logos, product names, shapes, sounds, and smells. In the UK, trademarks are registered with the patent office and provide indefinite protection if renewed every ten years, with the registered proprietor owning the rights.

1. Registered Trademarks
The Smart Entrepreneur

2. Trademarks
Protectability
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The Smart Entrepreneur

3. Registered Trademarks
• Protect brands
• A sign capable of distinguishing the goods or services of one undertaking from
those of other undertakings – a distinctive sign
• Must not conflict with existing registrations for similar goods or services
• Must be registered in different countries or territories
• Europe-wide protection available
Copyright of Bart Clarysse and Sabrina Kiefer
The Smart Entrepreneur

4. Trade Mark Examples
Visual trade marks
House mark
• ICI, Lotus
Product mark
• ‘Dulux‘, ‘Elise’
Quality marks
• ‘Wool mark’, Soil Association Organic Standard
Shapes/ appearance of products
• Coca-cola bottle
Sound-based trademarks
• Harley Davidson engine sounds
» Listen at: http://www.harley-
davidson.com/ex/kno/h101/en/qtengine_sounds.asp
• MGM Lion Roar
• ‘Intel inside’ tune
Copyright of Bart Clarysse and Sabrina Kiefer
The Smart Entrepreneur

5. UK: Trademarks
• What is protected
– Signs (including sounds, smells and shapes) which can be represented
graphically and can distinguish goods or services of one undertaking from those
of others
• Nature of right
– Right to prevent unauthorised use of similar or identical mark
• Form of registration in UK
– Registration at Patent Office trade marks registry
Copyright of Bart Clarysse and Sabrina Kiefer
The Smart Entrepreneur

6. UK: Trademarks
• Duration of protection
– Indefinite, subject to renewal at ten-year intervals
• Owner
– Registered proprietor
• Governing legislation
– Trade Marks Act 1994
• International protection
– European aspects: EU Trade Mark
Copyright of Bart Clarysse and Sabrina Kiefer
The Smart Entrepreneur

7. UK: Trademarks
• Duration of protection
– Indefinite, subject to renewal at ten-year intervals
• Owner
– Registered proprietor
• Governing legislation
– Trade Marks Act 1994
• International protection
– European aspects: EU Trade Mark
Copyright of Bart Clarysse and Sabrina Kiefer
The Smart Entrepreneur