150 years of trade mark registration: what’s more worthy of protection than your name?
min readWhat do Cadbury, Rolls-Royce and Calpol have in common?
They’ve all been voted among the top 10 most iconic British trade marks as part of the UK Intellectual Property Office’s (the “IPO”) public poll to celebrate 150 years of trade mark registration.
Since the first trade mark was registered on 1 January 1876 (Bass & Co’s red triangle label pale ale), over 2.5 million trade marks have been registered and protected in the UK. Of that number, more than 400 are still in use from the Victorian era, namely Bovril, Kodak and Lyle’s sugar. For the businesses behind these marks, these registrations are crucial in protecting the identity, reputation and commercial value of their brands.
In its poll, the IPO also asked people what generally makes a trade mark iconic. The results show the impact trade marks have on the public: to consumers they are not commercial tools but markers of quality, meaning and memory.
To businesses, trade marks serve to protect your brand and help customers identify who the goods or services are provided by, thereby distinguishing them from your competitors. Logos, words (including product or service names), package designs, slogans, colours, numbers, sounds and even smells can be trade marked – so long as they meet the relevant criteria for eligibility. The first step is clearing the brand for use by ensuring the same or a similar trade mark hasn’t already been registered. Once cleared, registering yours can crucially:
- Give you a much stronger right to prevent copycats and similar marks;
- Provide an easier and more established method of enforcement;
- Offer licensing opportunities; and
- Add value to your business when it’s time to sell.
Once registered, trade marks can be renewed indefinitely. This means that, if used and looked after correctly, they can last forever.
Since registration is the best level of protection for safeguarding your brand’s identity, it’s essential to get it right. It’s also worth acting sooner rather than later as, if the same or a similar mark is registered by a competitor, you may be unable to do so. Our trade mark services will support you over each hurdle during the lifetime of your trade mark. From registration to protection, maintenance, enforcement and exploitation, our proactive approach ensures your trade marks are robustly defended, maximising their value and preserving your market position. Whether you're establishing a new brand or managing an existing portfolio, our tailored advice is designed to align with your strategic business goals.
