Page 37 - IP-HANDBOOK-07-2018

1 2 3 Defining scope of use
Trademarks are registered and protected for speci- fic goods and/ or services (organized by classes of goods and services). A registration should:
• cover all goods and services for which the trademark will be used; e.g. chocolate, retail services.
• take place in all countries where the trademark will be used or is planned to be used.
Defining for what goods and services a trademark
LINDT script
Dragon
device
HELLO
script
Scope of use and geographical coverage
HOW TO PROTECT A TRADEMARK
will be used is important, because two different owners can market their products or services with an identical or similar trademark as long as there is no interference in each other’s business.
Because the registration of a trademark can involve considerable costs, how long a product will be on the market is an important factor to include in the protection strategy. If the trademark will be used only for a short period of time, e.g. in a promotion for 2 months, registering the trademark may not be necessary. If a considerable investment was made in the trademark and the intended use is for a longer period, a registration should be sought.
Slogan
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2 3
Identify the trademarks used or to be used in the branding
Trademarks protect the distinguishing features of the brand. Trademark rights function as a defensive shield against infringers, so selecting the protec- table elements of the branding at the right time is crucial. Each element can be protected by a sepa- rate registration.
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EMOTI image For internal use only