What is the name? Global brand owners are making changes in social consciousness.

Categories: Asma Raza

In the words of a young woman’s love, William Shakespeare once asked, “What’s your name?” While Julia’s line extends beyond the hateful nature of the Romeo surname, it has become a form of violence in the summer of 2020 as many businessmen and performers redefine the nature of their name and past. He rejects all communication and violence. However, a simple choice that takes into account overall progress is more difficult to affect the rules of signs.

Literacy campaigns can take a lot of time, time and money. It can be very helpful when people feel that an “unfair” lawsuit has been filed against a party with limited financial resources. However, some of these risks can be mitigated by careful branding before choosing a new name.

Another aspect of the emerging trademark law for A is the possibility of confusion. Since there are trademarks to determine the origin of a particular good or service, the courts will consider whether the alleged trademark provides an opportunity to mislead the consumer as to the true origin of the product or service. However, the fact that the two organizations use the same brand does not automatically mean that there is a possibility of confusion, even if these organizations operate in similar industries or neighboring areas. For example, American sports fans can promote two different teams, the Cardinals, one of which plays baseball in St. Petersburg. Louis. Louis Louis of Missouri, a footballer from Glendale, Arizona, has never been confused about which cardinals or what brand he represents. The court ruled to some extent that fans of the Seattle singers should not be confused with the band’s commercials.

Name changes everywhere cause brand problems

Music entertainment is not the only cause of branding problems. National Football League, Washington, DC After years of criticism from supporters of US citizenship, given the name of the aggressive franchise, it was decided to officially change the name to “Redskins” After years of criticism from Native American supporters for whom the name was not appropriate. Shortly after the announcement, it was revealed that Washington fans have registered several possible pseudonyms since 2015, in which case the person wanted to facilitate the name change and offer a trademark for free. However, the situation points to a potential legal mine for companies switching brands.

In recent years, the ban on immoral and defamatory signs has diminished, so the pressure for a broader understanding of the social brand is from consumers, not governments. The EU has rules for trademark registration that “violate fundamental ethical values ​​and social norms”. In February, however, the EU’s Supreme Court ruled that the film’s name, which was seriously insulted by German author Goethe, was not as vulnerable as the brand. bad taste. Likewise, in 2017, the United States Supreme Court ruled to repeal laws that prevent the registration of defamatory signs in violation of the protections in the first edition.

Trademarks have more stringent usage requirements that the owner must meet when compared to copyrights, patents and other IP formats. Some countries, including the United States, the Philippines, and Cambodia, require trademark applicants to indicate that they intend to use trademark registrations that are not used in their application. This statement indicates that the applicant actually intends to use the mark in domestic transactions and is a prerequisite for future registration.

Coping with international brand changes

The trademark owner must prove his true intention to use the trademark and is generally responsible for any use of these trademarks. On the one hand, it means you lose the right to compete with another brand after years of deliberately wrestling with it. On the other hand, it prevents the label from becoming popular after a long period of use as a synonym for the products or services in question. Unlike the United States, Europe does not require the applicant for a trademark to certify that the trademark is being actively used or used for trade purposes. However, if the trademark is not continuously offered for a period of five years, the trademark will usually be revoked if the person has problems with the revocation process.

Trademark owners are advised to register the trademarks in all the countries in which they use or wish to protect them. Therefore, changes in country strategies require the use of new brands and the monitoring of global brands. Although rights can be easily acquired in many countries by applying to the National Trademark Office through the Madrid Protocol, countries must comply with new national requirements and public policy. Global players like Dennemeyer can easily handle this with their own dedicated resources.

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