Branding and business: How to pick a good trade mark

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Rob White, of Avidity IP, gives some examples of good and bad trade marks and how to secure a good one.


‘Brands’ are hugely valuable business assets that form the commercial identity of your company, product or service and will include trade marks and trade names. The value of your brands should not be underestimated: in 2012, the Coca-Cola brand was valued at around $77.8 billion, a rise of 8 per cent from their 2011 figures. As part of your brand identity, a strong trade mark registration can last indefinitely; for instance, the immediately recognisable Bass Triangle logo (for pale ale) has been registered for more than 100 years.

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