Branding distinguishes your product and makes it easily identifiable to consumers. Branding can include almost anything recognisable to a customer, including a word, logo, slogan, colour, shape, scent, sound or even a movement.
In marketing, the selection of an appropriate brand can be pivotal to the success of a business venture. As a brand is used commercially, it attracts goodwill as the reputation of the product or services becomes better known. The power of well-branded products or services in the marketplace is that significant sales and price premiums can be achieved.
It may be possible to become the owner of certain aspects of your branding, by obtaining a trademark registration, which is a legal right to prevent others from using those same aspects to sell a product or service. Over time, as a brand becomes better known, the intrinsic value of the trademark registration increases.
Unlike patents, there is no limit to the length of time for which a trademark registration can be renewed. This means that this type of business asset can continue to appreciate indefinitely.
The team of attorneys at Adams Pluck have extensive experience in Australian trade mark law and practice, providing commercially sound advice for your business. We can also help secure trademark rights around the world, through our network of overseas associates.