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Branding – The entire package

Branding – The entire package. Marlene Naumann. Introduction. What is Branding? Trade Marks Domain Names Company Names Get-up /Goodwill/Reputation. Trade Marks. What is a trade mark/service mark? How to protect. What is a trade mark/service mark?.

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Branding – The entire package

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  1. Branding – The entire package Marlene Naumann

  2. Introduction • What is Branding? • Trade Marks • Domain Names • Company Names • Get-up /Goodwill/Reputation

  3. Trade Marks • What is a trade mark/service mark? • How to protect.

  4. What is a trade mark/service mark? • Capable of distinguishing goods/service of one business from those of another • Distinctive • Non-descriptive

  5. What is a trade mark/service mark? • Sign consisting of • words • slogans • logo/device • colours • smells • sound • shape

  6. What is a trade mark/service mark? • Registered Trade Marks • Unregistered Trade Marks • Goodwill and reputation • Common law right of passing off

  7. How to protect your trade mark/service mark • UK trade mark application • UK Intellectual Property Office • 45 classes of goods and services • Costs • £200 • plus £ 50 additional class • Professional fees

  8. How to protect your trade mark/ service mark • 10 year monopoly valid in UK only • renewable • evidence of right

  9. What are Domain Names? • Types of domain names • top level domain names • second-level domain names • country code domain names • .eu • Maximum of 68 characters

  10. How to protect your domain name • Registration Procedure • Top-level – ICANN • Country Code – Nominet UK Limited • First Come, First Served Principle • Costs • www.whois.com/ www.easyspace.com

  11. How to protect your domain name • Protection • Various lengths of protection • Monopoly right for that term of registration • Renewal

  12. Company Names • Companies House Register • first-come, first-served • not registerable if prior identical name registered • not check Trade Mark Registry’s database • deterrent only

  13. What is Get Up? • The entire package of the goods and services • consists of: • labelling: trade marks, domain names, company name; colours; and • physical packaging of the goods and services

  14. What is Get up cont. • Goodwill and Reputation • quality of goods and services • customer services • environmentally friendly/fair trade

  15. Conclusion • Branding Strategy • Trade marks • Domain names • Company names • Get-up • Get it right !!

  16. PROTECT YOUR BRAND Marlene Naumann t: 01392 685330 e: marlene.naumann@foot-ansteys.co.uk

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