Some examples of trademarks in use
Organizations use trademarks in several ways. A few examples of trademarks in use helps to show the range of goods/services for which they are used.
Registered trademarks in use
Once you arrange to legally obtain a registered trade mark, it is important to use it. When you get a registered trade mark you are allowed to use the well-known symbol of the R in a circle. There are some registered trade marks which are famous the world over. There are others that are famous in their own country. Some registered trade marks are used extensively in a variety of different products, and in numerous ways:
- by branding the registered trade mark on shop fronts,
- by branding the registered trade mark on the goods/services involved,
- by branding the registered trade mark on invoiced goods/services,
- by using the registered logo on packaging, and
- by putting the registered brand on point of sale materials.
Trademarks & use in trade
Once you have your registered trade mark, it is important to use it, and to use the registered trade mark particularly for the goods/services for which the trademark is registered. This can be supported in several ways, for example by invoices for sales of the branded goods/services. Trademark laws tend to have a requirement for use.
Trademarks in the minds of consumers
Using trademarks in an organisation can perform several functions. Consumers can link an experience of buying goods or services from a particular supplier, under a particular trademark, and can decide to repeat the experience over and over again. So trademarks can be used in trade to convey a message about the supplier, about the origin of the goods, about the service promise underlying your trademark. Consumers can associate your trademark with your goods. Some corporations use this very successfully in seeking to have a repeating presence in the minds of consumers. McDonalds, Coca Cola frequently come to mind.
There was a case where the LPGA lost the registration rights of their mark because of lack of sufficient evidence of use - see our registered trade marks cases page. You can also use registered trade marks to differentiate different services or different products in your business. Otherwise you just stay as one of the pack, and lose out on
- the chance to add value,
- the opportunity to legally register a brand,
- the possibility to licence the trade mark to other users,
- the prior rights that trademark registration provide in the event of a dispute.
A registered trade mark must be used within 5 years of registration, and not be unused for a recurring period of 5 years in order to retain the valuable rights attaching to registered trade marks.
Battle For Trademarks finds that businesses seeking to grow, or seeking to stand out from competitors, can use registered trade marks quite extensively to influence customers :
- by being recognisable as a badge of origin and quality,
- by distinguishing their goods and services from others,
- through prominent use of the registered brand,
- through having a distinctive signature or style, and
- registered brands that customers can identify readily as being connected with a quality supplier.
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In 2009, on account of the economic crisis, the EU reduced the costs of registering an EU-wide trademark. An EU-wide trademark can represent good value for money on account of the wide territory and the large population they can cover. Click link for more information about EU trademarks.
Samples of registered trade marks in use :
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".. The Canadian Hortons trademark is used as branding right through the firms goods. Napkins, packages, signs ..."
Consumers can learn to associate the quality of goods or services with certain trademarks.
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".. Dennys is a trademark sign used extensively in the USA and for franchising ..."
A trademark can become a badge of origin, so that consumers can repeat the experience, over and over again.
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".. Gym & fitness brands in wide use ..."
Samples of similar trade marks in use :
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Look at the brand names in the pictures. Can you spot the difference? They both come from different manufacturers. The similarity is quite close, and, indeed, both are involved in similar sectors in the food industry. Without your trade mark being registered, you risk the possibility of the goodwill in your brand name being used by others.
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The similarity of trademarks could lead to a likelihood of confusion among consumers. It could also lead to confusion about confidence in the quality of your goods, or confusion about where they can be sourced. The consequence could be loss in trade, lost customers, and arguments between suppliers. It may even lead to litigation.
For more information about trademarks, please visit our trademarks site map.
More Battle trademark services
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Battle advises organizations, solicitors, and accountants' clients on a range of matters concerning trademarks. Click here to see more Battle trademark services for our range of other trademark services.