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8/3/2019 Trademark and Branding Strategy
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TRADEMARKS & BRANDINGSTRATEGY
LEGALINSIGHTS
By:
Nishant Kewalramani
Partner & Head- IP Consultation and Strategy
Brain League IP Services
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AGENDA
Choosing a Mark
Trade dress
Factors Affecting Fame
Dilution- A Policing Strategy
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WHATISATRADEMARK
A mark
Capable of being represented graphically
Capable of distinguishing the goods and services of
one person from another
Mark
Shape of goods
Packaging of goods Color combinations
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WHATIS DISTINCTIVENESS
Inherent Distinctiveness
By Virtue of the mark itself
Nature of the mark
Capability of identifying source when newly adopted
Acquired Distinctiveness
Market acceptability
Association with source
Incontestability
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CHOOSINGAMARK-THE PROTECTION LADDER
Fanciful
Arbitrary
Suggestive
Descriptive
Generic
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TRADEMARKFILINGSTRATEGY
Word marks offer broadest protection
Logos ensure better connection with consumers and easyrecognition of brand
Black & white logo ensures broad protection over all colorcombinations
Colored logo- closer association towards building a stronger brand
Filing in allied classes
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INTERNATIONAL PROTECTION
Registration in country of origin (persuasive value)
Six month window- claim priority from national filing (ParisConvention)
Keep an eye on Madrid Protocol
File Smart- CTM, Aripo etc.
Domain name same as/derivative of corporate name- maybuild common law rights world wide without registration
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LIKELIHOODOFCONFUSION
Similar marks (phonetic/visual similarity)
Similar goods or services
No side by side comparison
Comparing parts of marks not permissible
PERSON OF
Average Intelligence
Imperfect Recollection
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PHARMA BRANDS
Meronem (Astrazeneca)
Meromer (Orchid Chemicals)
Falcigo
Falcitab
Niftran (Ranbaxy)
Niftas (Intas Pharma)
Derived fromchemical nameMeropenem
Schedule H drugs- chemistwill not cheat the customer
Schedule L Drug
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TRADEMARKTOTRADEDRESS
Trade Dress- Visual appearance of a product
Size
Shape
Design
Pattern
Packaging
Generally acquired distinctiveness.
Increasingly used to differentiate between products.
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HEINZV. DABUR
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FACTORS AFFECTING FAME
Knowledge or recognition in relevant section of public
Duration extent and geographical area of of use
Duration, extent and geographical area of promotion
Duration of registration
Record of successful enforcement
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INFRINGEMENTV. DILUTION
Similarity of marks
Similar goods andservices
Likelihood of confusion
Tests of judgingsimilarity comparativelystrict
Similarity of marks
Goods/services may bedissimilar
No confusion
Presumed element ofbad faith if anysimilarity found
Infringement Dilution
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Mercedez Benz
Benz Underwear
ITC Welcome Group-
Phillip Morris
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DILUTION- THEPOLICINGSTRATEGY
Planned strategy towards acquiring fame
Continuous look out for similar marks
Policing- even if dissimilar goods or services
Blurring- use on dissimilar products
Tarnishment- use on unsavory products
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CROSSBORDERREPUTATION
MilmetOftho Industries v. Allergen
Ocuflox
"OCU" from "OCULAR" and "FLOX" from"CIPROFLOXACIN
Blenders Pride Whisky
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