The types of brands and the purpose of their registration
On the market the brands are diverse. Among them, in particular, can be identified:
- verbal (Deutsche Bank);
- arbitrary symbols (Coca-Cola, Sony, Nikon, etc.);
- nominal (Ford, Hilton);
- letter (GM, FIAT);
- pictures (Lacoste);
- sound (Nokia);
- contains the items (the star of Mercedes-Benz).
Brand development is based on purposes of positioning products on the market. It contains the main iconic elements of the industry or company. As a rule, before registration of the brands tested in front of buyers on the compliance of the company. Such analysis is often conducted through focus groups. All brands have two features. They always have a distinctive capacity and should not introduce consumer confusion.
Among the most valuable brands of today include Coca-Cola, Apple, IBM, Google, Microsoft, GE, McDonald.
The main reason companies develop and register their own trademarks, the need for individualization of own goods and services. The use of original symbols is one of the most effective methods of marketing promotion.
Recognizable trademark allows consumers to identify the product. Often buyers are willing to pay more for a famous brand. The brand is for the customers sort of guarantee of quality.
Stages of registration of the brand
In Russia, registration of brands is engaged in the Rospatent. It annually receives thousands of applications for registration. Before the registration is the examination of the brand. You refused to register, you must check the brand on the basis of previously registered trademarks. For that, the search in the database of Rospatent to identify similar designations. If necessary, the revision of trademarks.
The procedure of registration of brand is governed by strict legislation and includes a number of stages. Initially an application for registration of the brand, and also paid stamp duty. The list of additional documents prescribed in the civil code.
Next, Rospatent examines the submitted bids. In the framework of the formal examination, the experts check the conformity of the submitted documents with Russian law requirements. According to the results, the applicant refused to consider or accept his request to work.
Illegal use of the trademark of the company entails civil, administrative and criminal liability.The next stage involves examination of the claimed designation for its originality and lack of similarity with other elements.
After successful completion of state registration the applicant is issued a certificate of brand. It affirms the exclusive rights of the company intellectual property in the form of trademark. It remains only to put it on accounting as intangible assets. To register the brand by themselves or through intermediaries, for example, legal and law companies.