Post on 04-Mar-2023
APPENDIX I I Trademark Classification
• Goods
o Class 1
Chemicals used in industry, science and photography, as well as in agriculture, horticulture and forestry; unprocessed artificial resins, unprocessed plastics; manures; fire extinguishing compositions; tempering and soldering preparations; chemical substances for preserving foodstuffs; tanning substances; adhesives used in industry.
o Class 2
Paints, varnishes, lacquers; preservatives against rust and against deterioration of wood; colorants; mordants; raw natural resins; metals in foil and powder form for painters, decorators, printers and arts.
o Class 3
Bleaching preparations and other substances for laundry use; cleaning, polishing, scouring and abrasive preparations; soaps; perfumery, essential oils, cosmetics, hair lotions; dentifrices.
o Class 4
Industrial oils and greases; lubricants; dust absorbing, wetting and binding compositions; fuels (including motor spirit) and illuminates; candles, wicks.
o Class 5
Pharmaceutical, veterinary and sanitary preparations; dietetic substances adapted for medical use, food for babies; plasters, materials for dressings; material for stopping teeth, dental wax; disinfectants; preparations for destroying vermin; fungicides, herbicides.
112
Trademark Classification 113
o Class 6
Common metals and their alloys; metal building materials; transportable buildings of metal; materials of metal for railway tracks; non-electric cables and wires of common metal; ironmongery, small items of metal hardware; pipes and tubes of metal; safes; goods of common metal not included in other classes; ores.
o Class 7
Machines and machine tools; motors (except for land vehicles); machine coupling and belting (except for land vehicles); agricultural implements; incubators for eggs.
o Class 8
Hand tools and implements (hand-operated); cutlery, forks and spoons; side arms; razors.
o Class 9
Scientific, nautical, surveying, electric, photographic, cinematographic, optical, weighing, measuring, signalling, checking (supervision), life-saving and teaching apparatus and instruments; apparatus for recording, transmission or reproduction of sound or images; magnetic data carriers, recording discs; automatic vending machines and mechanisms for coin-operated apparatus; cash registers, calculating machines and data processing equipment; fire-extinguishing apparatus.
o Class 10
Surgical, medical, dental and veterinary apparatus and instruments, artificial limbs, eyes and teeth; orthopaedic articles; suture materials.
o Class 11
Apparatus for lighting, heating, steam generating, cooking, refrigerating, drying, ventilating, water supply and sanitary purposes.
o Class 12
Vehicles; apparatus for locomotion by land, air or water.
114 Appendix I
o Class 13
Firearms; ammunition and projectiles; explosives; fireworks.
o Class 14
Precious metals and their alloys and goods in precious metals or coated therewith, not included in other classes; jewellery, precious stones; horological and chronometric instruments.
o Class 15
Musical instruments.
o Class 16
Paper, cardboard and goods made from these materials, not included in other classes; printed matter; bookbinding material; photographs; stationery; adhesives for stationery or household purposes; artists' materials; paint brushes; typewriters and office requisites (except furniture); instructional and teaching material (except apparatus); plastic materials for packaging (not included in other classes); playing cards; printers' type; printing blocks.
o Class 17
Rubber, gutta-percha, gum, asbestos, mica and goods made from these materials and not included in other classes; plastics in extruded form for use in manufacture; packing, stopping and insulating materials; flexible pipes, not of metal.
o Class 18
Leather and imitations of leather and goods made of these materials and not included in other classes; animal skins, hides; trunks and travelling bags; umbrellas, parasols and walking sticks; whips, harness and saddlery.
o Class 19
Building materials (non-metallic); non-metallic rigid pipes for building; asphalt, pitch and bitumen; non-metallic transportable buildings; monuments, not of metal.
Trademark Classification 115
o Class 20
Furniture, mirrors, picture frames; goods (not included in other classes) of wood, cork, reed, cane, wicker, horn, bone, ivory, whalebone, shell, amber, mother-of-pearl, meerschaum and substitutes for all these materials, or of plastics.
o Class 21
Household or kitchen utensils and containers (not of precious metal or coated therewith); combs and sponges; brushes (except paint brushes); brush-making materials; articles for cleaning purposes; steelwool; unworked or semi-worked glass (except glass used in building); glassware, porcelain and earthenware not included in other classes.
o Class 22
Ropes, string, nets, tents, awnings, tarpaulins, sails, sacks and bags (not included in other classes); padding and stuffing materials (except of rubber or plastics); raw fibrous textile materials.
o Class 23
Yarns and threads, for textile use.
o Class 24
Textiles and textile goods, not included in other classes; bed and table covers.
o Class 25
Clothing, footwear, headgear.
o Class 26
Lace and embroidery, ribbons and braid; buttons, hooks and eyes, pins and needles; artificial flowers.
o Class 27
Carpets, rugs, mats and matting, linoleum and other materials for covering existing floors; wall hangings (non-textile).
116 Appendix I
D Class 28
Games and playthings; gymnastic and sporting articles not included in other classes; decorations for Christmas trees.
D Class 29
Meat, fish, poultry and game; meat extracts; preserved, dried and cooked fruits and vegetables; jellies, jams; eggs, milk and milk products; edible oils and fats; salad dressings; preserves.
D Class 30
Coffee, tea, cocoa, sugar, rice, tapioca, sago, artificial coffee; flour and preparations made from cereals, bread, pastry and confectionery, ices; honey, treacle; yeast, baking-powder; salt, mustard; vinegar, sauces (except salad dressings); spices; ice.
D Class 31
Agricultural horticultural and forestry products and grains not included in other classes; living animals; fresh fruits and vegetables; seeds, natural plants and flowers; foodstuffs for animals, malt.
D Class 32
Beers; mineral and aerated waters and other non-alcoholic drinks; fruit drinks and fruit juices; syrups and other preparations for making beverages.
D Class 33
Alcoholic beverages (except beers).
D Class 34
Tobacco; smokers' articles; matches .
• Services
D Class 35
Advertising and business.
o Class 36
Insurance and financial.
o Class 37
Construction and repair.
o Class 38
Communication.
o Class 39
Transportation and storage.
o Class 40
Material treatment.
o Class 41
Education and entertainment.
o Class 42
Miscellaneous.
Trademark Classification 117
.......
TR
AD
EM
AR
K/S
ER
VIC
E M
AR
K
MA
RK
(W
ord(
s) a
nd/ o
r D
esig
n)
CL
ASS
NO
. ~
AP
PL
ICA
TIO
N,
PR
INC
IPA
L
(If
know
n)
RE
GIS
TE
R,
WIT
H D
EC
LA
RA
TIO
N
TO
TH
E A
SS
IST
AN
T S
EC
RE
TA
RY
AN
D C
OM
MIS
SIO
NE
R O
F P
AT
EN
TS
AN
D T
RA
DE
MA
RK
S:
AP
PL
ICA
NT
'S N
AM
E:
AP
PL
ICA
NT
'S B
USI
NE
SS A
DD
RE
SS:
(Dis
play
add
ress
exa
crly
as
it sh
ould
app
ear
on r
egis
trat
ion
)
AP
PU
CA
NT
'S E
NT
ITY
TY
PE
: (C
heck
one
and
sup
ply
requ
este
d in
form
acio
n)
Indi
vidu
al -
Cit
izen
of
(Cou
ntry
):
Par
mer
ship
-S
tate
whe
re o
rgan
ized
(C
ount
ry,
if a
ppro
pria
te):
N
ames
and
Cit
izen
ship
(C
ount
ry)
of
Gen
eral
Par
mer
s:
Cor
pora
tion
-Sr
are
(Cou
ntry
, if
app
ropr
iate
) o
f In
corp
orat
ion:
Oth
er (
Spec
ify
Nar
ure
of E
mit
y an
d D
omic
ile)
:
GO
OD
S. A
ND
/OR
SE
RV
ICE
S
App
lica
m r
eque
sts
regi
stra
tion
of
the
trad
emar
k/s
ervi
ce m
ark
show
n in
the
acc
ompa
nyin
g dr
awin
g in
the
Uni
red
Sra
res
Par
ent
and
Tra
dem
ark
Off
ice
on t
he P
rinc
ipal
Reg
isre
r es
rabl
ishe
d by
the
Act
of
July
5,
1946
(15
U.S
.c.
1051
et
. se
q.,
as a
men
ded
) fo
r th
e fo
llow
ing
good
s/se
rvic
es (
SP
EC
IFIC
GO
OD
S A
ND
/OR
SE
RV
ICE
S M
US
T B
E IN
SE
RT
ED
HE
RE
):
----
----
---
BA
SIS
FO
R A
PP
LIC
AT
ION
: (C
heck
bo
xes
whi
ch a
pply
, bu
t ne
ver
both
the
firs
t A
ND
sec
ond
boxe
s, a
nd s
uppl
y re
ques
ted
info
rmat
ion
rela
ted
to e
ach
box
chcc
keci
)
[ J
App
lica
nt i
s us
ing
the
mar
k in
com
mer
ce o
n o
r in
con
nect
ion
wit
h th
e ab
ove
iden
tifi
ed g
oods
/ser
vice
s. (
15 U
.s.c
. 10
51(a
),
as a
men
ded.
) T
hree
spe
cim
ens
show
ing
the
mar
k as
use
d in
com
mer
ce a
re s
ubm
itte
d w
ith
this
app
lica
tion
.
• D
ate
of
firs
t us
e o
f th
e m
ark
in
com
mer
ce
whi
ch
the
U.S
. C
ongr
ess
may
re
gula
te
(fo
r ex
ampl
e,
inle
rsta
tc
Or
betw
een
the
u.s.
and
3 f
orei
gn c
ount
ry):
• S
peci
fy t
he r
ype
of
com
mer
ce: (f
or
exam
ple,
int
erst
ate
of
betw
een
the
u.s.
and
a sp
ecif
ied
fore
ign
coun
try
)
• D
ate
of
firs
t us
e an
ywhe
re (
the
sam
e as
Or
befo
re u
se i
n co
mm
erce
dat
e):
• S
peci
fy m
anne
r o
r m
ode
of u
se o
f m
ark
on o
r in
con
nect
ion
wit
h th
e go
ods/
serv
ices
:
(for
exa
mp
le,
trad
emar
k is
appl
ied
[0 la
bels
, se
rvic
e m
ark
is u
sed
in a
dver
tise
men
ts)
[ J
App
lica
nr h
as
a bo
na f
ide
inre
nrio
n to
us
e th
e m
ark
in c
omm
erce
on
or i
n co
nnec
tion
wit
h th
e ab
ove
iden
tifi
ed g
oods
/ se
rvic
es.
(15
U.S
.c.
1051
(b),
as
amen
ded.
)
• Sp
ecif
y in
tend
ed m
anne
r o
r m
ode
of
use
of
mar
k o
n o
r in
con
nect
ion
wit
h th
e go
ods/
serv
ices
:
(for
exa
mpl
e, t
rade
mar
k w
ill b
e ap
plie
d [0
la
bels
, se
rvic
e m
ark
will
be
used
in
adve
rtis
emen
ts)
[ J
App
lica
nt h
as a
bon
a fi
de
inte
ntio
n to
use
the
mar
k in
com
mer
ce o
n o
r in
con
nect
ion
wit
h th
e ab
ove
iden
tifi
ed g
oods
/ se
rvic
es,
and
asse
rts
a cl
aim
of
prio
rity
bas
ed u
pon
a fo
reig
n ap
plic
atio
n in
acc
orda
nce
wit
h 15
U.S
.c.
1126
(d),
as
amen
ded.
• C
ount
ry o
f fo
reig
n fi
ling:
•
Dat
e o
f fo
reig
n fi
ling:
[ J
App
lica
nr h
as a
bon
a fi
de
inte
ntio
n to
us
e th
e m
ark
on
or
in c
onne
ctio
n w
ith
the
abov
e id
enti
fied
goo
ds/s
ervi
ces
and,
ac
com
pany
ing
this
app
lica
tion
, su
bmit
s a
cert
ific
atio
n o
r ce
rtif
ied
copy
of
a fo
reig
n re
gist
rati
on i
n ac
cord
ance
wit
h 15
U.s
.c.
1126
(e),
as a
men
ded.
• C
ount
ry o
f re
gist
rati
on:
• R
egis
trat
ion
num
ber:
NO
TE
: D
ecla
rati
on,
on
Rev
erse
Sid
e, M
US
T b
e S
igne
d
PT
O F
orm
147
8 (R
EV
. 5/
91)
OM
B N
o. 0
6510
009
(Exp
. 6/
92)
u.s.
DE
PA
RT
ME
NT
OF
CO
MM
ER
CE
/Pat
ent
and
Tra
dem
ark
Off
ice
......
N ......
DE
CL
AR
A T
ION
The
und
ersi
gned
bei
ng h
ereb
y w
arne
d th
at w
illfu
l fa
lse
stat
emen
ts a
nd t
he l
ike
so m
ade
are
puni
shab
le b
y fi
ne o
r im
pris
onm
ent,
or
both
, un
der
18 U
.S.c
. 10
01, a
nd t
hat
such
will
ful
fals
e st
atem
ents
may
jeo
pard
ize
the
vali
dity
of
the
appl
icat
ion
or
any
resu
ltin
g re
gist
rati
on,
decl
ares
tha
t he
/she
is
prop
erly
aut
hori
zed
to e
xecu
te t
his
appl
icat
ion
on
beha
lf o
f th
e ap
plic
ant;
he/
she
belie
ves
the
appl
ican
t to
be
the
owne
r of
the
trad
emar
k/se
rvic
e m
ark
soug
ht t
o be
re
gist
ered
, or
, if
the
app
lica
tion
is b
eing
file
d un
der
15 U
.S.c
. 10
51(b
), h
e/sh
e be
lieve
s ap
plic
ant
to b
e en
titl
ed t
o us
e su
ch m
ark
in c
omm
erce
; to
the
bes
t of
his
/her
kno
wle
dge
and
belie
f, n
o ot
her
pers
on,
firm
, co
rpor
atio
n, o
r as
soci
atio
n ha
s th
e ri
ght
to u
se t
he a
bove
ide
ntif
ied
mar
k in
com
mer
ce,
eith
er in
the
ide
ntic
al f
orm
the
reof
or
in s
uch
near
res
embl
ance
the
reto
as
to b
e lik
ely,
whe
n us
ed o
n o
r in
con
nect
ion
wit
h th
e go
ods/
serv
ices
of
such
oth
er p
erso
n,
to c
ause
con
fusi
on, o
r to
cau
se m
ista
ke,
or to
dec
eive
; an
d th
at a
ll st
atem
ents
mad
e o
f hi
s/he
r ow
n kn
owle
dge
are
true
an
d th
at a
ll st
atem
ents
mad
e on
inf
orm
atio
n an
d be
lief
are
belie
ved
to b
e tr
ue.
DA
TE
S
IGN
AT
UR
E
TE
LE
PH
ON
E N
UM
BE
R
PR
INT
OR
TY
PE
NA
ME
AN
D P
OS
ITIO
N
INS
TR
UC
TIO
NS
AN
D I
NF
OR
MA
TIO
N F
OR
AP
PL
ICA
NT
TO
RE
CE
IVE
A F
ILIN
G D
AT
E,
TH
E A
PP
LIC
AT
ION
MU
ST
BE
CO
MP
LE
TE
D A
ND
SIG
NE
D B
Y T
HE
A
PP
LIC
AN
T A
ND
SU
BM
ITT
ED
AL
ON
G W
ITH
:
1.
The
pre
scri
bed
FEE
($2
00.0
0) f
or e
ach
clas
s of
goo
ds/s
ervi
ces
liste
d in
the
app
lica
tion
; 2.
A
DR
AW
ING
PA
GE
dis
play
ing
the
mar
k in
con
form
ance
wit
h 37
CFR
2.5
2;
......
fj
3.
If th
e ap
plic
atio
n is
bas
ed o
n th
e us
e o
f th
e m
ark
in c
omm
erce
, T
HR
EE
(3)
SP
EC
IME
NS
(ev
iden
ce)
of
the
mar
k as
use
d in
com
mer
ce f
or e
ach
clas
s o
f go
ods/
serv
ices
lis
ted
in t
he a
ppli
cati
on.
All
thre
e sp
ecim
ens
may
be
in t
he
natu
re o
f: (
a) l
abel
s sh
owin
g th
e m
ark
whi
ch a
re p
lace
d on
the
goo
ds;
(b)
phot
ogra
phs
of
the
mar
k as
it
appe
ars
on t
he g
oods
, (c
) br
ochu
res
or
adve
rtis
emen
ts s
how
ing
the
mar
k as
use
d in
con
nect
ion
wit
h th
e se
rvic
es.
4.
An
AP
PL
ICA
TIO
N W
ITH
DE
CL
AR
AT
ION
(th
is f
orm
) -
The
app
lica
tion
mus
t be
sig
ned
in o
rder
for
the
ap
plic
atio
n to
rec
eive
a f
iling
dat
e. O
nly
the
foll
owin
g pe
rson
may
sig
n th
e de
clar
atio
n, d
epen
ding
on
the
appl
ican
t's l
egal
ent
ity:
(a)
the
ind
ivid
ual
appl
ican
t; (
b) a
n of
fice
r o
f th
e co
rpor
ate
appl
ican
t; (
c) o
ne g
ener
al
part
ner
of
a pa
rtne
rshi
p ap
plic
ant;
(d)
all
join
t ap
plic
ants
.
SE
ND
AP
PL
ICA
TIO
N F
OR
M,
DR
AW
ING
PA
GE
, FE
E,
AN
D S
PE
CIM
EN
S (
IF A
PP
RO
PR
IAT
E)
TO
:
U.S
. D
EP
AR
TM
EN
T O
F C
OM
ME
RC
E
Pat
ent
and
Tra
dem
ark
Off
ice,
Box
TR
AD
EM
AR
K
Was
hing
ton,
D.C
. 20
231
Add
itio
nal
info
rmat
ion
conc
erni
ng t
he r
equi
rem
ents
for
fili
ng a
n ap
plic
atio
n is
ava
ilab
le i
n a
book
let
enti
tled
Bas
ic
Fac
ts A
bout
Tra
dem
arks
, w
hich
may
be
obta
ined
by
wri
ting
to
the
abov
e ad
dres
s o
r by
cal
ling
: (7
03)
305-
HE
LP
.
Thi
s fo
rm i
s es
tim
ated
to
take
15
min
utes
to
com
plet
e. T
ime
will
var
y de
pend
ing
upon
the
nee
ds o
f th
e in
divi
dual
cas
e. A
ny c
omm
ents
on
the
amou
nt o
f ti
me
you
requ
ire
to c
ompl
ete
this
for
m s
houl
d be
sen
t to
the
Off
ice
of M
anag
emen
t and
Org
aniz
atio
n, U
.S.
Pat
ent
and
Tra
dem
ark
Off
ice,
U.S
. D
epar
tmen
t of
Com
mer
ce,
Was
hing
ton,
D.C
., 2
0231
, an
d to
the
Off
ice
of I
nfor
mat
ion
and
Reg
ulat
ory
Aff
airs
, O
ffic
e of
Man
agem
ent
and
Bud
get,
Was
hing
ton,
D.C
. 20
503.
......
N
W
I Bibliography
Interbrand, Brands: An International Review by Interbrand (Mercury Books, 1989) McGrath, K. and S. Elias with S. Shena, Trademarks: How to Name a Business and
Product (published in USA: Nolo Press, 1992) Michaels, A., A Practical Guide to Trade Marks (ESC Publishing, 1982) Murphy, J. Branding - A Key Marketing Tool (London: Macmillan, 1987) ---- (ed.) Brand Valuation, 2nd edn (Business Books, 1989) ----, Brand Strategy (Director Books, 1990) ---- and M. Rowe, How to Design Trademarks and Logos (Graphic Library,
1988) Pearson, H. and C. Miller, Commercial Exploitation of Intellectual Property
(Blackstone Press, 1990) Stobart, P. (ed.) Brand Power (London: Macmillan, 1994)
124
I Index
absolute examination 46, 47 accounting 110 brand accounting 104 see also brand valuation
Accounting Standards Board 91 acqUisitions 88, 89, 90, 103 active role 9 adjectives 60-1 Advanta credit card 72 advertising 81
comparative 72-3 advertising agencies 37-8, 76-7 advisers 76-7 Advocaat case 96 Airwick 90 Ancient Rome 5 anti-emetic drugs 34 appeal 21, 81 appropriateness 21 Approved Names Committee 35 arbitrarylinvented marks/names 10,
15-17 associative/suggestive marks/
names 10-11, 15-17 AT&T 4 availability searches 28-30, 47-8, 99 AZT 35
Badedas 18 balance sheets 88, 89-91 Barclaycall 79 Barclays Bank pIc v. RBS Advanta 72 Bass pale ale 7 BBDO 76 beliefs, expectations and 18-19 Benelux countries 40 Bisto 39 BMW 78 Body Shop 23 Bovis 39 BP 76 brainstorming 24 brand accounting 104
brand earnings 92 brand equities 74-5
advisers 76-7 exploiting 111 role of design 75-6
brand extension 77-9, 81 vs new brand development 105
brand loyalty 13 brand management 103-5
need for meticulous 81 ten rules 110-11
brand managers 103-4 brand names 8
availability search 28-30 consumer testing 30-3 creative techniques 23-6 creative themes 22-3, 24 criteria for strong 21 development of new vs brand
extension 105 development for new drugs 33-7 different types 15-17 importance 14-15 international see international brands language checks 27-8 name development process 32 role of advertising agencies 37-8 role of design consultancy 38-9 shortlist selection 26-7 spectrum 16 strategy 21-2 Transax and development 98-9
brand naming consultancies 23, 36, 37-8 brand portfolio 103, 111 brand strength 92-3
see also strength brand valuation 91-4, 103
applications 94 balance sheets 89-91
brand value 88-9, 103 branding
125
industrial products 108-9 pharmaceutical products 109
126 Index
brands 8 role 8-9
Brazil 55 British Approved Names (BAN)
Committee 35 Brylcreem 80 Bum 27 bureaucratic procedures 52-3
Cadbury 78 Camel 10 Canada 55 capitalism 6 car boot sales 70 Chanel 73 character: detriment to 72-3 Cheque Point Guarantee Ltd 96, 97-8
see also Transax Chequepoint Bureau de Change 96,97-8 children's names 18 classification see International
Classification system clay pots 5 clearance searches 28-30, 47-8, 99 Coca-Cola 1,4,38, 72, 79, 107-8
bottle shape 42 licensing 85
coffee 83 coherence 79--80 Colman's Mustard 39 colours 42 commonplace names 11-12 comparative advertising 72-3 computer name generation 25--{j conflicting marks 29--30, 48 conservatism 110 consistency 74, 81 consumer testing 30-3, 99 Cook, Captain J. 18 copycat brands 107-8 Copyright, Designs and Patents Act 1988
(UK) 70 copyrights 2-3 copywriting 24-5 corporate brand 108 corporate identity change 76 corporate names 8, 58 costs 45
registration 52-3 searches 48
counterfeiting 70 countries of interest 22 Courage 103 creative techniques 23--{;
creative themes 22-3, 24 cutlers' hallmarks 6
Daily Telegraph 90 DDB Needham 76 deposit system 46,47,53 descriptive marks/names 11, 15, 16 design 75--{j,99--100 design consultancy 38-9 designs, registered 2-3 detergents 83 deterrence 45 detriment to character/repute 72-3 differentiation 81, 110-11 Direct Line 41 discount rate 91-2, 93 distinctiveness 12, 13-14, 21 distribution 81 divestment 103 Dove 10 drugs/pharmaceuticals 4
branding 109 creating new brand names 35-7 developing brand names for new 33-7 international brands 34-5 parallel trading 71 stages in naming 35
Dyno-Rod 86
earnings, brand 92 Eastman Kodak Company 3, 81
see also Kodak equities, brand see brand equities European Union (EU) 41, 71, 102
Community Trade Mark (CTM) 55--{j
Trade Marks Directive 7,40 examination 46, 47, 55--{j expectations, beliefs and 18-19 extension, brand see brand extension Exxon 10
Federal Trade Marks Register 49,50 focus groups 24 Ford 103 Formica 62 France 7,40 franchising 86-8, 103 French Laboratories Ltd 42 future trends 102
GATT 70,102 General Foods 88
generic names/marks 11, 54 correct use of trademarks 61-2 drugs 34,35
Germany 46 get up protection 41,44 Giorgio 73 Glaxo Well come 34, 35, 109 goods, classification of 112-16 goodwill 13-14,89-90 granisetron 34 Grand Metropolitan 90 Green Giant 10 'grey' goods 71 Guinness 76-7 Gyllenhammar, P. 89
hallmarks, cutlers' 6 Hammer, M.e. 72 Head & Shoulders 107 Heineken 80, 84 heraldry 5-6 Hewlett-Packard 109 Hibitane 109 Hob-Nobs 25 honest practice 72-3 Hoover 62 Hovis 78
I Can't Believe It's Not Butter 107 IBM 4 ICI 38 identifiable intangible assets 90 identity, developing 99-100 Imigran 34 industrial products: branding 108-9 industrial revolution 6 industrial sector 8-9 infringement 43-4, 44, 59, 65-6 initials 10-12 injunctions 68 intangible assets 89-90 intellectual property rights 2-3
future trends 102 international brands 80-1
Interbrand brand valuation 90, 92 Nometrics 31 Transax 98-9
Interflora 86 internal trademark licensing 85-6, 87 international brands 19-20, 79-83, 93,
111 attractions 20 future 106
Index 127
new drugs 34-5 practical considerations 80 strategic considerations 79-80 successful 80-2 top fives 83 top ten in 1996 20 top twenty European brands 82
International Classification system 55, 112-17
goods 112-16 services 116-17
invented/arbitrary marks/names 10, 15-17
Japan 36, 72 Jones, E. 17
Kalashnikov 18 Kellogg's 78 Kennedy, J.F. 17 KKR 103 Kodak 10, 15, 81 Kraft 88 Kriipp 27 Kwik-Fit 11 Kytril 34, 37
laboratory code 35 language
checks 27-8 linguistic acceptability 21
Lanham Act (US) 41 L'Arome 73 Laserjet 109 leadership 92 leasing 103 legal adviser's letter 64 legal availability searches 28-30, 47-8,
99 Legal & General 4 legal orders 68 Lego 38 licensing 84-5, 103
internal 85-6, 87 Liquid Gold 18 litigation 64-5, 96-8
infringement 65-6 remedies 68 unfair competition and passing
off 67-8 logos: design and 75-6, 99-100 lookalike brands 107-8 loyalty, brand 13
128 Index
Madrid Agreement 56-7 Madrid Protocol 57 management
brand see brand management trademark 59
Manet, E.: Bar at the Folies Bergeres 7 market 22, 92 marketing mix 3-5, 14-15 marketing mix test 31-3 Marlboro 80 Mars Bars 78, 80 Mars Ice Cream 77-8, 79 McDonald's 11, 38, 86 McVitie's 25 Mercedes 4, 38, 78 mergers 88, 89
see also acquisitions MGM: Lion's Roar 41 Michelin 11 Migros 106 monopoly rights 44 Monsanto 109 MaRl 97 mortgages 103 multiple (of profits) 91-2, 93 Murjani 85
name evaluation 31 names 1-2
brand see brand names corporate 8, 58 psychology of 17-19 trade 7
needs, universal 81 Nestle 85 Newmann, A. 19 News International 90 Nissan 72 Nometrics 31 Nora Knackers 27 numbers 12
Ogilvy & Mather 77 OHIM (Community Trade Marks Office)
55-6 Oil of Ulay 80 ondansetron 34 orders, legal 68 origin/source of goods 13-14
packaging 42 Palmolive 13 parallel trading 71 passing off 42-3, 44, 67-8, 96-7
passive role 9 patents 2-3, 84 Pepsi Cola 72, 76 Perrier 4 Persil 63 'personality', product 23 petfood 83 pharmaceuticals see drugs/
pharmaceuticals phonetic symbolism 18-19 Pierre Cardin 78 plurals 61 policing trademarks 63-4
see also litigation pop groups 18 Pop Tarts 78 portfolio, brand 103, 111 positioning 11 possessives 61 potters' marks 5 price uncertainties 71 print 62 private label brands 106 Procter & Gamble 107 product: information about 22 product 'mix' see marketing mix Prontaprint 86 protection 42-4, 99, 100-1
brand valuation 93 corporate names 58 criterion for a strong brand name 21 future trends 102 registration see registration trademark management 59, 111 unregistered trademarks 58 use 42-3, 44-5, 58
psychology of names 17-19
Quaker 89
® symbol 50, 62-3 Ranks Hovis McDougall 78, 90 Reckitt & Colman 90 record-keeping 64 Red Funnel Ferries 76 'registered': use of 62-3 registered designs 2-3 Registrar of Trade Marks 52 registration 43, 99
availability by country 44 costs and bureaucratic processes 52-3 CTM 55-6 filing an application 51-2 infringement 43-4
International Classification system 55 legal requirements for 10 licensing and franchising 87-8 Madrid Agreement and Madrid
Protocol 56-7 need for correct usage 60 overseas applications 51-2, 53 practices 45-7 reasons for 44-5 strong vs weak marks 41-2 time from application to 53 US application form 118-23 USPTO 49--51 what can be registered 40-1
relative examination 46, 47 repute: detriment to 72-3 responsibility for brands 110 restraining orders 68 retailers' brands 106 Retrovir 35 risk: in purchasing decisions 8-9 RJR Nabisco 88, 103 Robinson, F .M. 1 Rolls-Royce 18, 84-5 Rome, Ancient 5 RoundUp 109 Rowntree 88 royalties 84, 86
Sainsbury's Classic Cola 107, 107-8 Salamander 109 Sapir, Z. 18-19 searches, availability 28-30, 47-8, 99 Seat 78 Section 8 affidavit 50 Section 15 affidavit 50-1 sectors, industrial 8-9 Serevent 34 service: information about 22 service marks/brands 7, 10-12, 102 services, classification of 116-17 SH Benson agency 76-7 Shakespeare, W.: Romeo and Juliet 17 shape 42 Shell 10, 38 shortlist, selection of 26-7 Skoda 78 smells 41 Smirnoff 90 SmithKline Beecham 34, 42 soft drinks 83 sound marks 41 source/origin of goods 13--14 stability 92
state registration 49--50 strategy 21-2, 79--80 strength
Index 129
brand strength and brand valuation 92-3
criteria for a strong brand name 21 hierarchy of trademarks 10-12 strong vs weak marks 41-2
Stuart, J. 89 suggestive/associative marks/names
10-11, 15-17 Sunsilk 15 Super Piss 27 supplemental register 50 support 93 Sweet on' Low 15
Taiwan 55 tangible assets 89--90 technology licences 84 temporary injunctions 68 Tesco 107 testing, consumer 30-3, 99 themes, creative 22-3, 24 Thompson, J. Walter 76-7 three-dimensional marks 42 time 23
to registration 53 trademark searches 48
TM, use of 50, 63 Toyota 72 Trade Marks Act 1875 (UK) 6-7 Trade Marks Act 1938 (UK) 40 Trade Marks Act 1994 (UK) 40,41,54,
58,66,72-3 Trade Marks Journal 52 trade names 7 trademark availability search 28-30,
47-8,99 trademark classification 112-17 trademark committees 36 trademark development agencies 36 trademark infringement see
infringement trademark law: origins of 6-7 trademark lawyers/attorneys 29, 51-2,
53,54,59 trademark licensing see licensing trademark management: principles of 59 trademarks 7-8
clear indication in print 62 definition 1-2, 40-1 functions 13--14 hierarchy of categories 10-12
130 Index
trademarks (cont.) history of 5-6 as intellectual property 2-3 variation of role by industrial
sector 8-9 trademarks manual 69 Transax 95-101
Cheque Point/Chequepoint 96 developing the identity 99-100 developing a new name 98-9 the hearing 97-8 maintaining the 'Transax' name 100
trends 92 future 102
unfair advantage 72-3 unfair competition 43, 44, 67-8 Unilever 80, 103 United Kingdom (UK)
application for registration 51 comparative advertising 72-3 counterfeiting 70 infringement 65--6 passing off 67-8 private label brands 106 registration procedures 52-3
United States (USA) 102 comparative advertising 72, 73 counterfeiting 70 drugs 36 infringement 66 registration 41,49-51, 118-23 searches 29 unfair competition 67-8
universal needs 81 unlimited life 45 unregistered trademarks 45, 58 unscrambling 29-30, 48
updating trademarks/logos 75--6 US Patents and Trade Marks Office
(USPTO) 29, 49-51 application form 49, 118-23
use 49 cardinal rules 60-3 correct usage is essential 60 importance of usage 54 protection 42-3, 44-5, 58
valuation, brand see brand valuation value, brand 88-9, 103 Van Den Bergh Foods 107 Verkade 104 vigilance 63-4 Visa 10-11 Volkswagen 78 Volvo 89
weak marks 41-2 see also strength
Wellcome see Glaxo Wellcome Whitbread 84 Wilde, O. 17 word marks 10-12 World Intellectual Property Organization
(WIPO) 56, 102 Wrigley's Chewing Gum 76
Xerox 62
yoghurts 83
Zantac 109 Zeneca 109 Zit 27 Zofran 34, 37 Zovirax 109