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

APPENDIX II

Trademark Application Form

.......

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