How is European Union trade mark protection helping your business?

How is European Union trade mark protection helping your business?


For us European Union trade mark was absolutely ideal and this for
three reasons; the first thing was that it is really very quick to apply for and you can actually do that on-line, Secondly: you do it once and it covers Europe all across
the different European territories, which is fantastic, and the third thing is that it is very cost effective
because it avoids us having to take out trade marks in each of the European countries. Good morning: Brands2life Brands2life is one of the UK fastest growing PR agencies. We employ about 70 people here in London and we look after a whole
range of different brands such as Cisco, Google and T-Mobile. For the majority of brands an enormous amount of their
market capital is their reputation or their brand equity. That’s why it is so extremely important for brands to be
protected so that there is no confusion in the market place: so that there are no other people in the market
using those brand assets, trying to leverage the value built up over a number of years (by others). As a company we’ve been around for 10 years and we have built
a reputation in the market place for being very good at what we do! So it is massively important for us as a company
to also protect our own brand and trademarking (registering our trade marks) is one way that we do that. In 2000 we took out a UK trade mark, but because a lot of our work
is international in nature, we do a huge amount of work across Europe, so, that is why we looked at the European Union trade mark
to help us protect our brand across Europe. A particular factor that spurred us into action was that we
saw in Belgium a few years ago a company actually take out a name which was very very similar to ours. They were in the same space and there was a potential there that the
market could be confused about who was actually Brands2life in Belgium. So again, that gave us a reason to take out the EUTM and it gave
us the legal framework with which to challenge that application by that other company.

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