Tips of the trade (marks)

You've got your domain name, you've registered your company, so isn't getting a trade mark a waste of money? It's not so simple, says Carole Hailey

When you start a new business you may assume that you will automatically have the benefit of certain protections - the name of your business for example - however this is not always the case. In certain situations you can be forced to change the name of your business, which could prove disastrous if you have built up a successful brand which has value in the market in which you operate your business.

On the other hand, certain businesses rely very little on the name by which they are known and in such situations, it is not necessarily particularly important to obtain trade marks to protect the name of your business, good or services.

What are trade marks?

In their simplest form, trade marks are the words, logos and other markers (such as jingles) which distinguish your business from your competitors and create brand identity. Trade marks can be unregistered (meaning that you are relying only on the fact that you use a particular word or logo to claim that it is a trade mark) or registered, which gives you significantly greater protection in your mark.

Registration of a trade mark permits you to use the ® symbol next to the mark, which denotes a registered trade mark. Without registration you are only permitted to use a (tm) symbol, which denotes that you are using a word as an unregistered trade mark.

A common misconception is that the act of registering a company or partnership at Companies House, or obtaining a domain name for your website, gives you an absolute “right” to use that name. Unfortunately, as often is the case, the law is rather more complex than that. In effect, a registered trade mark will often “trump” a company name or a domain name.

As the owner of a registered trade mark, you effectively have a monopoly right to use that name for the “Class” of goods or services and in the territory which you have registered it. There are many different classes, broadly divided along industry lines. For example if you have a registered trade mark in the United Kingdom in Class 25, then you have the right to use that registered name in the United Kingdom for clothing, footwear or headgear – and have the legal right to prevent other businesses using that name on those type of goods, or for their business name, or on the internet.

The implications of using someone else’s registered trade mark can be punitive including an account of the profits made by the business using the infringing mark. Possibly the most infamous trade mark dispute was between Apple Computers (of the ubiquitous iTunes, iPod and iPhone fame) and Apple Corps (the Beatles-founded record label) – and as the dispute rumbled on, on both sides of the Atlantic for almost 30 years, it is probably the best demonstration of the truism that lawyers are the biggest winners.

Should every business register trade marks?

Well, if you are planning to build a business with brand value, you should seriously consider obtaining a trade mark. Consider how potentially ruinous it could be to develop a brand that becomes known amongst your customers if you then are forced to stop using the name. Similarly, you would be well advised to have the strongest rights possible to prevent other people piggy-backing on your growing success by using a confusingly similar name to try and poach your customers.

Trade marks are territorial, meaning that you have to register on a country-by-country basis. If you are planning global domination with your new business, you should really consider obtaining trade marks in all your anticipated major markets, however, don’t forget to check the both the meaning of your trade marks in other languages. Probably the most notorious example of the failure to do this was Ford whose launch of the “Pinto” flopped in Brazil as in Brazilian Portuguese slang it means “small penis”.

A mark must be distinctive and not descriptive for the goods and services that you offer, for example if you provide window cleaning services, you would be unlikely to be able to obtain a trade mark for “Window Cleaners Extraordinaire”.

The best possible trade marks are nonsensical names. Not only is it more likely that no-one else has beaten you to an earlier registration of the name, it is also more likely you’ll be able to get a .com or .co.uk domain name. And be wary of using animal names – it’s a well trod path and you’ll find that it is an extremely crowded space on the trade mark registry if you want to launch your new product called “Panther” or “Tiger” or some other big cat name!

The Legal Facts

Once registered as the owner of a trade mark for a word or a logo, you have a monopoly over the use of that mark for the classes of goods within the territories for which it is registered. The monopoly can be maintained indefinitely (subject to periodic renewals) as long as the trade mark can be used to distinguish the goods in question.

A trade mark is a business asset through which you can build brand awareness and goodwill and can be exploited through licensing, sale or by using it as security to raise finance from a lender. Potential purchasers of your business will always look favourably on registered trade marks forming part of your asset register.

In the UK the fees for obtaining a trade mark for three classes of goods and services are around £700 (including professional fees and registration charges). For a European Community mark (a single registration covering the EU) for three classes of goods and services you should budget around £1,500 and if you are looking for worldwide coverage in all the major territories then you’ll be looking at thousands more.

Carole Hailey is a partner at Waterfront Solicitors



Suggested Topics
Sport
Australia vs New Zealand live
cricket Follow over-by-over coverage as rivals New Zealand and Australia face off
News
Zayn has become the first member to leave One Direction. 'I have to do what feels right in my heart,' he said
peopleWe wince at anguish of fans, but his 1D departure shows the perils of fame in the social media age
Life and Style
Researchers found that just 10 one-minute swill-and-spit sessions are enough to soften tooth enamel and make teeth vulnerable to erosion
health
News
i100
Arts and Entertainment
The Regent Street Cinema’s projection room in the 1920s
film
News
Leah Devine is only the ninth female to have made the Young Magician of the Year final since the contest began more than 50 years
peopleMeet the 16-year-old who has set her heart on being the first female to win Young Magician of the Year
News
Jonathan Anderson was born in Northern Ireland but now based between London, where he presents a line named JW Anderson
peopleBritish designer Jonathan Anderson is putting his stamp on venerable house Loewe
News
Andy Davidhazy at the beginning (left) and end (right) of his hike
video
News
Taylor Swift is applying to trademark song lyrics from 1989
people
Voices
The popularity of TV shows such as The Liver Birds encouraged Liverpudlians to exaggerate their Scouse accent
voicesWe exaggerate regional traits and turn them into jokes - and those on the receiving end are in on it too, says DJ Taylor
  • Get to the point
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
iJobs Job Widget
iJobs Student

Ashdown Group: Learning and Development Programme Manager

£35000 - £38000 per annum + benefits : Ashdown Group: A highly successful, int...

Recruitment Genius: Marketing Assistant - IT Channel - Graduate

£16000 - £23000 per annum: Recruitment Genius: This company is a Value-Added I...

Ashdown Group: Learning and Development Programme Manager

£35000 - £38000 per annum + benefits : Ashdown Group: A highly successful, int...

Guru Careers: Junior Web Developer

£18 - 22k (DOE) + Benefits & Stock Options: Guru Careers: A Junior Developer /...

Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

Day In a Page

Election 2015: How many of the Government's coalition agreement promises have been kept?

Promises, promises

But how many coalition agreement pledges have been kept?
The Gaza fisherman who built his own reef - and was shot dead there by an Israeli gunboat

The death of a Gaza fisherman

He built his own reef, and was fatally shot there by an Israeli gunboat
Saudi Arabia's airstrikes in Yemen are fuelling the Gulf's fire

Saudi airstrikes are fuelling the Gulf's fire

Arab intervention in Yemen risks entrenching Sunni-Shia divide and handing a victory to Isis, says Patrick Cockburn
Zayn Malik's departure from One Direction shows the perils of fame in the age of social media

The only direction Zayn could go

We wince at the anguish of One Direction's fans, but Malik's departure shows the perils of fame in the age of social media
Young Magician of the Year 2015: Meet the schoolgirl from Newcastle who has her heart set on being the competition's first female winner

Spells like teen spirit

A 16-year-old from Newcastle has set her heart on being the first female to win Young Magician of the Year. Jonathan Owen meets her
Jonathan Anderson: If fashion is a cycle, this young man knows just how to ride it

If fashion is a cycle, this young man knows just how to ride it

British designer Jonathan Anderson is putting his stamp on venerable house Loewe
Number plates scheme could provide a licence to offend in the land of the free

Licence to offend in the land of the free

Cash-strapped states have hit on a way of making money out of drivers that may be in collision with the First Amendment, says Rupert Cornwell
From farm to fork: Meet the Cornish fishermen, vegetable-growers and butchers causing a stir in London's top restaurants

From farm to fork in Cornwall

One man is bringing together Cornwall's most accomplished growers, fishermen and butchers with London's best chefs to put the finest, freshest produce on the plates of some of the country’s best restaurants
Robert Parker interview: The world's top wine critic on tasting 10,000 bottles a year, absurd drinking notes and New World wannabes

Robert Parker interview

The world's top wine critic on tasting 10,000 bottles a year, absurd drinking notes and New World wannabes
Don't believe the stereotype - or should you?

Don't believe the stereotype - or should you?

We exaggerate regional traits and turn them into jokes - and those on the receiving end are in on it too, says DJ Taylor
How to make your own Easter egg: Willie Harcourt-Cooze shares his chocolate recipes

How to make your own Easter egg

Willie Harcourt-Cooze talks about his love affair with 'cacao' - and creates an Easter egg especially for The Independent on Sunday
Bill Granger recipes: Our chef declares barbecue season open with his twist on a tradtional Easter Sunday lamb lunch

Bill Granger's twist on Easter Sunday lunch

Next weekend, our chef plans to return to his Aussie roots by firing up the barbecue
Joe Marler: 'It's the way I think the game should be played'

Joe Marler: 'It's the way I think the game should be played'

The England prop relives the highs and lows of last Saturday's remarkable afternoon of Six Nations rugby
Cricket World Cup 2015: Has the success of the tournament spelt the end for Test matches?

Cricket World Cup 2015

Has the success of the tournament spelt the end for Test matches?
The Last Word: Justin Gatlin knows the price of everything, the value of nothing

Michael Calvin's Last Word

Justin Gatlin knows the price of everything, the value of nothing