You & Partners has published a new study on the topic "Branding is not enough – you need to protect: what to consider when choosing a strategy"
21.06.2022We are pleased to present a new study prepared by the You & Partners team.
The concept of "brand" is traditionally associated with something that is accepted as a quality mark, a distinguishing mark, or some kind of iconic product by which the company is recognized. Name, product, product brand, manufacturer can be regarded as a brand.
A brand is not just a trademark. A brand is a set of features that allow a consumer to distinguish a company from competitors. Every element is important, but not everything can be legally protected.
Legal protection (by virtue of the very fact of registration) is subject to a trademark and trade name of a legal entity. All other components of the brand (color scheme, fonts, sounds) are subject to protection through trademark registration (corresponding colors, font can be indicated as protected elements of a trademark; in addition, the legislation of the Russian Federation provides for the possibility of registering sound trademarks). A company slogan can also be registered as a trademark.
Effective brand protection strategies are possible at the following stages:
Before registration of a legal entity.
After registration of a legal entity.
In case of trademark infringement.
In the study, we included a checklist of necessary actions to protect the brand.
You & Partners Press Service
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