Any entrepreneur who knows at least a little about market relations and the protection of rights, realizes that a business without a trademark is associated with greater risk. What kind of risk is it? The point is to protect, or rather its absence. We will try to tell you again about why to register a trademark .
Business is usually based on an idea that should help a start-up company to stand out from the rest. This may be a unique product, its supply, packaging, slogan, technology, material, etc. This innovation is better protected immediately after birth. Otherwise, almost everyone will be able to take advantage of it and not violate the rights of others. And would you like your idea (product, name, logo, technology, etc.) copied by competitors and began to earn good money on it? Obviously not.
Functions of trade maruka for business
Protection is not the only item on the list of benefits that TM gives to its owner. It also helps the promotion of goods, the promotion of the company, improving reputation, image formation.
It is the reputation that plays an important role in the development of the company and increasing the demand for products. This is due to the fact that the consumer is not inclined to analyze new products manufactured under the already familiar brand. Of course, in order for this system to work in favor of the company, and not vice versa, the quality of products must constantly remain at the proper level. A positive reputation is much more difficult to earn than a bad one.
The promotion of the designation affects not only the choice of the consumer, but also the priority of wholesale customers. Distribution channels open to popular brands more readily than to unknown companies.
The concept of TM placement
Registration is not enough for the brand to perform the full range of functions for business development. It should be correctly placed, only under this condition, the company can wait for success.
What is accommodation? This is its correct location in the subconscious of the consumer, the correct associations, the presence of ideas. At the sight of the name (logo, corporate identity, packaging, etc.) in the mind of the consumer should arise the necessary associations, thoughts, prompting him to buy. TM should bring the idea.
If we consider the most successful brands, one and the same peculiarity can be traced: all these names immediately generate certain images, phrases, even mood. For example, Coca-Cola is associated with Santa Claus and the New Year truck, Kinder with happy children, chocolate, small toy collections, Disney with Mickey Mouse, cartoons. There are plenty of such examples, and in most cases these brands became successful precisely thanks to powerful associations and unique ideas. Of course, quality also plays a huge role, but sometimes the power of an idea is more important.
What is the danger of doing business without a brand?
What is so terrible can happen to a business in the development of which a non-registered designation is used? Is it terrible to refuse to register? Of course, you may be lucky, and competitors will not encroach on the fruits of your work. But what will happen if they still become? There are two options for the development of events:
- unpunished use of the name, symbols, colors and other elements;
- registration of TM in the name of a competitor.
The first option is still not as bad as the second. It is dangerous when money has already been invested in the promotion of a symbol; it becomes popular and makes a profit. In this case, the reputation, which is so hard to earn, is under serious threat. If the business owner does not give a damn about the quality of the products, he strives to increase the credibility of his company and attract new consumers, then the competitor who has attacked TM does not matter. He just wants to get the maximum profit and does not care about what will happen next. By producing low-quality goods that are visually easily confused with the original, it can quickly reduce to zero all the efforts that were made by the owner of an unregistered TM.
The second option has several ways of developing events. The first is a ban on the use of TM. That is, the competitor who registered it for himself simply takes away the designation and the end of it. The second way - the requirement of "redemption." The amount is usually quite impressive, but the business can return to the owner, along with an invaluable life lesson.
Domain Registration
Ukrainian legislation provides for a restriction on the receipt of second-level domain names in the UA zone. Such names can be obtained only by the owners of registered designations. This is another good reason for registering TM. Such names for Internet projects have a beneficial effect on the formation of the company's credibility and inspire confidence. Taking into account the fact that a large part of modern business has an office on the Internet or is completely functioning exclusively on the network, this aspect is of quite significant importance.
Conclusion
Registered trademark is important for any business, regardless of subject, scale and other features. It gives advantages when entering the market, helps advertising, promotes popularization and protects against encroachment and unfair competition.
Right now you can check your designation for novelty for free using the form below:
