Trademarks
Brand Names
The process of brand name selection should take considerable effort.
Not only can you unknowingly infringe on the rights of another company with regards to a similar brand name, but you can also limit the success of a product or service when the selection is inappropriate or poorly researched.
Follow the guidelines below when you select a brand name
- Fewer words are better since lengthy descriptions or too many words will not be able to stick.
- Don’t use public competitions in the selection process. You need something that clearly defines your company, product or service in one word and comes from within the company.
- Don’t let emotions dictate the choice, rather think long term by putting yourself in the consumer’s position.
- It is often difficult to keep the branding a secret. Be prepared with a press release to ensure that your choice is not stolen even before you get the chance to use it.
- Don’t base your decision on popularity, but rather on strategy.
- Avoid comfortable names since most people struggle with those. Select something out of the ordinary.
Besides the above tips you also need to adhere to sound legal principles. As such do your homework. It is of no use to come up with a branding concept that will cost you in terms of lawsuits.
Get the help of brand name lawyers to get it registered, to conduct research into the novelty of your choice, and to ensure that your application is successful.
Contact us at Smit & Van Wyk and get the law on your side.
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