trademarks a review of the intellectual property of lofthouse of fleetwood ltd and how it can help...
TRANSCRIPT
TRADEMARKS
A review of the intellectual property of Lofthouse of Fleetwood Ltd
and how it can help you
What is a TRADEMARK?
Words
ESSO, McDonalds, Sony, Fisherman’s Friend,
• Letters/Numerals
IBM, AT&T, BMW, No 5, FF
• Slogans
“Probably the best lager in the world”
“Sind sie zu stark, bist du zu schwach”
What is a TRADEMARK?
It can be any sign that has some distinctive character
Such as:-
A Device or Logo
Or even a Colour
orange
What is a TRADEMARK?
It could be:-
A Shape of Goods or Packaging
A Sound Hamlet cigars - air on a G string
Trademarks
Lofthouse’s Original Fisherman’s Friend
First mark registered on 7th Dec 1963
Registration number B857595
Class 5
Jurisdiction - England and Wales
Trademarks
Lofthouse’s Original Fisherman’s Friend
The date of registration is very IMPORTANT
As it is critical for defence of the TM
And it gives priority to other marks by association
Trademarks
Lofthouse of Fleetwood
has 450 TM registrations
In 18 product classes All current logos registered in all major markets
Covers over 100 countries
Trademarks
What is the VALUE to LoF?
The intellectual property has a greater value than any other asset of the
Company
Trademarks
How long do Trademarks last?
Unlike Patents - TMs last indefinitely
Provided the TM is renewed in time
Provided use of the TM can be demonstrated
Provided the renewal fee is paid
Trademarks
Incorrect use makes Trademarks vulnerable
Always use the logo correctly – as shown in the Packaging Manual
Never abbreviate or corrupt the logo
Always acknowledge the ownership of the mark
Trademarks
How can Trademarks help you?
Provide the consumer with a quality standard
Trademarks provide Product Recognition
Prevent unfair competition
Trademarks
Preventing unfair competition
The Following are past litigation successes:-
Products have been withdrawn
Packs forced to change
Manufacturers lost the trust of the trade
Trademarks
LitigationGermany
Vivil Friendship1994
Bag getup moved horizontal to vertical
Stand closed at ISMVivil made more prominent than Friendship
Trademarks
Litigation
Over 120 cases on file
Almost 75 cases involve Germany Many “Internet” warning letters Very successful in defending our position
Trademarks
What do you need to do?
Inform LoF of any conflicting products
Follow the rules from the Brand Manual Always use Trademarks correctly Never give permission for others to use LoF Trademarks