Protect the Company Brand Name

April 1, 2009 | Brand Names, Trade Mark

Around the world, billions of people recognize the Coca-Cola company brand name and distinctive signature. “Coke” is identical with cola-flavoured carbonated beverages and the originally handwritten logo appeals to thirsty people from the Yukon to Soweto. Coca Cola executives insist the company brand name is just as precious as their soft drink formula.

As a start-up company grows, gains market share, and achieves customers’ loyalty, its name becomes one and the same with its quality. Customers treat the company brand name as an eponym for the product the company produces, and they equate it with value. Every entrepreneur wants his company brand name to enjoy Coca Cola’s worldwide recognition. Meanwhile, greedy competitors try to copy the start-up company’s design and company brand name, exploiting its vulnerability and eroding its market share. A young company must protect its name and trademark by registering them before its products go to market.