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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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THANKYOUnishant@brainleague.com