The Importance of Trademarking Your Brand

BRAND THE VALUE THE COST THE WORLD'S LARGEST BRAND: COCA COLA $77.84 billion 94% $2.9bn 50m Annual marketing spend (more than Microsoft and Value Logo recognition around the world Facebook fans Apple combined) 3.1% 3,500 10,450 Beverages in portfolio Coca Cola® products consumed everyday Worldwide consumption of Coca Cola® beverages Consumed every second 88% RECOGNISE THE RECOGNISE THE MCDONALD'S® ARCHES U CHRISTIAN CROSS ALL BRANDS START SOMEWHERE Twitter bird Nike SWOosh Google logo Coca Cola logo $15 $35 FREE FREE Purchased from iStockphoto® Designed by a student Designed on a free app Created by the inventor's bookkeeper REBRANDING CAN BE AN £4.6m £100m £35m EXPENSIVE BUSINESS NEW BP LOGO ACCENTURE TROPICANA In design costs To execute name change They reverted to the original branding! Companies with Registered Trade Marks: Trade R Marks 1.7% 5.2% Small businesses Medium sized businesses THE BENEFIT OF REGISTRATION FIRMS WITH TRADE MARKS ARE 21% MORE PRODUCTIVE FIRMS THAT REGULARLY TRADE MARK HAVE Creates a government endorsed monopoly that can last forever 20% LARGER WORKFORCES THE UK Trade marks filed TRADE 30,642 ↑14% MARK PICTURE 2011 Trade marks registered 25,001 ↑6% Trade Marks FILED BY REGION 1237 Scotland TM 201 N. Ireland 4776 North 3009 Midlands 2029 621 East Wales 2047 11081 South West South East TM Region Trade marks Registered 2011 THE UK'S TOP FILERS 2011 107 GLAXO GROUP LIMITED 94 TESCO STORES LIMITED 59 DAIRY CREST LIMITED 57 JOHN MYLAND LIMITED 55 AKZO NOBEL COATINGS INT. THE COSTS OF INFRINGEMENT THE BIG CASES Apple VS Proview Gucci Vs Guess Fred Perry VS Topshop Proview claimed it owned rights Gucci claimed Guess had infringed on their rights by using some of their design elements including the letter "G" on shoes. Fred Perry sued Arcadia Group when they began selling knitted jumpers with a laurel wreath. Topshop agreed to stop selling the items. to the iPad name in China. Apple insisted they acquired the worldwide rights. Settlement: £38m Settlement: $4.3m Specialist legal advice on Trade Marks For more information on how Stephens Scown's specialist IP & IT team can help register your trade marks and protect all areas of a brand please visit www.stephens-scown.co.uk or email [email protected] References: http://www.businessinsider.com/amazing-facts-modonalds-2010-12?op=1#ixzz2PUejw98N http://www.interbrand.com/en/best-global-brands/2012/Best-Global-Brands-2012-Brand-View.aspx http://www.fastcodesign.com/1670972/infographic-the-cost-of-a-famous-logo-from-0-to-211-million#2 http://finance.yahoo.com/news/how-much-the-world-s-most-iconic-logos-cost-companies-to-design-them-151333867.html http://www.hensher.ca/the-best-and-worst-contemporary-rebrands http://www.ipo.gov.uk/ipresearch-tmincentives-sum-201107.pdf http://www.manchestereveningnews.co.uk/business/professionals/fred-perry-settles-trademark-dispute-694577 http://www.smithsonianmag.com/history-archaeology/Ten-Famous-Intellectual-Property-Disputes.html?c=y&page=2 http://www.ipo.gov.uk/about-facts1011.pdf http://www.interbrand.com/en/best-global-brands/2012/Coca-Cola http://www.businessinsider.com/facts-about-coca-cola-2011-6?op=1#ixzz2RNT08VyX Stephens Scown Solicitors Eutrher 1.8bn