Will the proposed brand name actually distinguish the goods or services in association with which it is proposed to be used from the goods and services of others? If the proposed brand name is a name or surname of an individual or if it is potentially descriptive of the character or quality of the wares or services or if it is weak and lacking inherent distinctiveness, these issues should be raised and objectively considered before proceeding any further.
Online Brand Management
Online marketing, including search engine marketing and social media marketing, has become big business. Brand owners must strive to devise appropriate strategies directed at online marketing. At the same time as the brand name selection process is taking place, consideration should be given to potential online branding and domain name availability. Domain names must be chosen and secured in the appropriate generic and country Top Level Domains. This will be a significantly more complicated task as the result of the delegation of the new gTLDs. In addition searches can be carried out to determine if the brand name is in use as a username on key social media websites.
Once chosen the domain names must be coordinated and managed appropriately. Typically generic contact information should be developed and maintained. Where appropriate, consideration can be given to protecting domain names as trademarks.
Depending on the size of the organization a designated individual must take responsibility for online branding.
More to follow next month.
The INTA Leadership Meeting
I will be attending the meeting which is to be held in Panama City, Panama November 17-20, 2015. If you are attending and would like to meet please let me know.
