Advertising & Branding

Marketing and branding go hand in hand and are essential for creating successful, expanding businesses. When you add IP to the mix, we can help.The way your customers and potential customers perceive your business is key. It's not enough to merely create this image. You must be vigilant and continuously monitor, control and police your brand to secure its integrity.

Brands today are generally recognized as a key asset for creating value for a business. Any “enterprise”, in the wide sense of that term, be it for-profit, not-for-profit, small, medium-sized or large, even a country or geographical region, can develop a brand image. So why are enterprises still paying so little attention to developing brand value for their goods and services?

Originality is seldom the explicit client goal of a new graphic identity project, but stretching yourself to develop a graphic identity that doesn’t look like anything else may help legally protect the design in the marketplace.

Just like names and taglines, the law recognizes a company’s logo as its intellectual property. Of course, a designer wouldn’t intentionally create a logo that looked like an existing mark (especially in the same category or industry). However, so many logos have been developed in the last sixty years that finding common, universally understood shapes or cultural icons that haven’t already been used can be difficult.

Beginning your identity projects with research may make it harder to finish the work, but research must be included at some point in your design process. The ready availability of information and logo databases can help you find out whether you are getting close to a violation.

Is your brand name or logo important to you? A well-designed brand and catchy name can be very valuable company assets. That’s why you need the best protection you can get. Whilst most business owners have a certain level of understanding of the importance of branding, taking expert legal advice on how to protect, manage, enforce and commercialize the valuable intellectual property subsisting in your brand is a worthwhile investment. Especially if you want to grow your business and grow it into new markets or overseas.

Protecting the brand identity in a legal sense becomes even harder than identity programs, but attempting to “own” a meaningful space in the mind of your customer is every marketer’s objective. Being cognizant and proactive in projecting and protecting brand identity turf is worth the investment to keep a company sharp and competitors at bay.

Extensive Brand and Marketing Experience

We can help. That's because our trade mark attorneys have extensive experience advising on the continued control and protection of your brands and associated marketing campaigns.

Trade mark searching, watching and oppositions are the backbone of protection. But with the proliferation of auction websites, social media and an increasingly complex online environment, policing keeps becoming more complex.

Further complexity is introduced by the need to integrate these IP activities into the management of your brands.

It takes a special kind of trade mark attorney to do so. Fortunately, they're on our team and their skills are at your disposal.

Tailored Coping Strategies

Actually, faced with these challenges, clients value our prowess at providing simple, tailored coping strategies for adopting, protecting and policing their brands and marketing campaigns. What challenges does your brand face in today's demanding markets? Imagine if we could help.