3.3 Trademark
Figure 7 Well-known brands with their close alternatives
Show description|Hide descriptionSix products are shown in three groups of two items with very similar packaging. On the left are Domestos and Power Force. In the middle are Norpak and Lurpak. On the right are Magnum and Fairy.
Figure 7 Well-known brands with their close alternatives A trademark is typically seen as a ‘distinctive name, mark or symbol that is identified with a company’s products’ (Trott, 2008, p. 147). To be successfully registered, a trademark should:
be distinctive
not be deceptive
not cause confusion with previous trademarks.
The range of items for which a registered trade mark can be sought includes:
words
sounds
logos
colours
a combination of any of these
(Intellectual Property Office, n.d. c)
Despite these guidelines competitors do sometimes emulate well-known brands a little too closely, though this carries significant risks for all involved and is not recommended.
Activity 2 Well-known trademarks
Timing: Allow approximately 5 minutes to complete this activity
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