You've spent a lot of time, effort and money developing your
name, reputation and brand. It makes good business sense to now
protect your business through the registration of a trade mark.
A trade mark is used to distinguish the goods and services of
one business from those of another. Simply registering your
business name or company doesn't provide exclusive rights to
use the name, logo, symbol, colour or phrase your business might
rely on. Only a trade mark can truly serve that purpose.
Imitation isn't always the sincerest form of flattery. Trade
mark protection is not only an important marketing tool in the 21st
century; it's also an important means of protecting your
livelihood against the possibility of competitors or imitators
using similar names, logos, phrases (and so on) in your
Without a trade mark, you have limited, and more expensive,
rights of enforcement should you wish to stop others from
infringing upon what you feel is your intellectual property ... not
to mention business succession issues down the track when you
can't even sell your own brand! You might not believe it to be
a major issue now, but if unscrupulous imitators or competitors
muddy the waters by using your logo or other brand images without
your consent, this may cause complications when the time comes to
hand off your business to your successor. If you can't
establish clear ownership of the brand, you may be facing a long
and difficult process to prove and secure those ownership
Do you already have a registered trade mark? Great! You've
taken steps to protect your business. But did you know that trade
mark protection doesn't last forever, and it does need to be
periodically reviewed? The small cost outlay today is more than
justified if it can prevent or mitigate a potentially long, drawn
out and costly litigation in the future.
Rockwell Olivier can help determine what trade mark protection
your business needs and make appropriate registrations as required.
Call a member of our corporate and commercial team for more
The content of this article is intended to provide a general
guide to the subject matter. Specialist advice should be sought
about your specific circumstances.
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