I Trademark Classification APPENDIX I

•

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

o

113

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

o

Appendix I

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

o

115

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.

Trademark Classification

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.

117

APPENDIX II

Trademark Application Form

MARK (Word(s) and/ or Design) CLASS NO. (If known)

----

- - - - -- -

Applicam requests registration of the trademark/ service mark shown in the accompanying drawing in the Unired Srares Parent and Trademark Office on the Principal Regisrer esrablished by the Act of July 5, 1946 (15 U.S.c. 1051 et. seq., as amended) for the following goods/services (SPECIFIC GOODS AND/ OR SERVICES MUST BE INSERTED HERE):

GOODS. AND/OR SERVICES

Other (Specify Narure of Emity and Domicile):

Corporation - Srare (Country, if appropriate) of Incorporation:

Parmership - State where organized (Country, if appropriate): Names and Citizenship (Country) of General Parmers:

Individual - Citizen of (Country):

APPUCANT'S ENTITY TYPE: (Check one and supply requested informacion)

APPLICANT'S BUSINESS ADDRESS: (Display address exacrly as it should appear on registration)

APPLICANT'S NAME:

TO THE ASSISTANT SECRETARY AND COMMISSIONER OF PATENTS AND TRADEMARKS:

TRADEMARK/SER VICE MARK APPLICATION, PRINCIPAL REGISTER, WITH DECLARATION

~

.......

the u.s. and

3

foreign country): (for example, intersta te of between the

u.s. and a specified fo reign country)

labels, service mark is used in advertisements)

PTO Form 1478 (REV. 5/91) OMB No. 06510009 (Exp. 6/92)

NOTE: Declaration, on Reverse Side, MUST be Signed

•

•

u.s. DEPARTMENT OF COMMERCE/Patent and Trademark Office

•

•

Applicanr has a bona fide intention to use the mark on or in connection with the above identified goods/services and, accompanying this application, submits a certification or certified copy of a foreign registration in accordance with 15 U.s.c. 1126(e), as amended. Registration number: Country of registration :

labels, service mark will be used in advertisements)

[ J

[0

Applicant has a bona fide intention to use the mark in commerce on or in connection with the above identified goods/ services, and asserts a claim of priority based upon a foreign application in accordance with 15 U.S.c. 1126(d), as amended. Date of foreign filing: Country of foreign filing:

(for example, trademark will be applied

•

Applicanr has a bona fide inrenrion to use the mark in commerce on or in connection with the above identified goods/ services. (15 U.S.c. 1051 (b), as amended.) Specify intended manner or mode of use of mark on or in connection with the goods/services:

[0

Date of first use anywhere (the same as Or before use in commerce date): Specify manner or mode of use of mark on or in connection with the goods/ services:

Specify the rype of commerce:

(for example, trademark is applied

•

•

• •

Applicant is using the mark in commerce on or in connection with the above identified goods/services. (15 U.s.c. 1051(a), as amended.) Three specimens showing the mark as used in commerce are submitted with this application. Date of first use of the mark in commerce which the U.S. Congress may regulate (for example, inlerstatc Or between

[J

[J

[J

box chcckeci)

BASIS FOR APPLICATION: (Check boxes which apply, but never both the first AND second boxes, and supply requested information related to each

...... ...... N

PRINT OR TYPE NAME AND POSITION

TELEPHONE NUMBER

1. 2.

The prescribed FEE ($200.00) for each class of goods/services listed in the application; A DRAWING PAGE displaying the mark in conformance with 37 CFR 2.52;

TO RECEIVE A FILING DATE, THE APPLICATION MUST BE COMPLETED AND SIGNED BY THE APPLICANT AND SUBMITTED ALONG WITH:

INSTRUCTIONS AND INFORMATION FOR APPLICANT

SIGNATURE

DATE

The undersigned being hereby warned that willful false statements and the like so made are punishable by fine or imprisonment, or both, under 18 U.S.c. 1001, and that such willful false statements may jeopardize the validity of the application or any resulting registration, declares that he/she is properly authorized to execute this application on behalf of the applicant; he/she believes the applicant to be the owner of the trademark/service mark sought to be registered, or, if the application is being filed under 15 U.S.c. 1051(b), he/she believes applicant to be entitled to use such mark in commerce; to the best of his/her knowledge and belief, no other person, firm, corporation, or association has the right to use the above identified mark in commerce, either in the identical form thereof or in such near resemblance thereto as to be likely, when used on or in connection with the goods/services of such other person, to cause confusion, or to cause mistake, or to deceive; and that all statements made of his/her own knowledge are true and that all statements made on information and belief are believed to be true.

DECLARA TION

......

fj

An APPLICATION WITH DECLARATION (this form) - The application must be signed in order for the application to receive a filing date. Only the following person may sign the declaration, depending on the applicant's legal entity: (a) the individual applicant; (b) an officer of the corporate applicant; (c) one general partner of a partnership applicant; (d) all joint applicants.

4.

This form is estimated to take 15 minutes to complete. Time will vary depending upon the needs of the individual case. Any comments on the amount of time you require to complete this form should be sent to the Office of Management and Organization, U.S. Patent and Trademark Office, U.S. Department of Commerce, Washington, D.C., 20231, and to the Office of Information and Regulatory Affairs, Office of Management and Budget, Washington, D.C. 20503.

Additional information concerning the requirements for filing an application is available in a booklet entitled Basic Facts About Trademarks, which may be obtained by writing to the above address or by calling: (703) 305-HELP.

U.S. DEPARTMENT OF COMMERCE Patent and Trademark Office, Box TRADEMARK Washington, D.C. 20231

SEND APPLICATION FORM, DRAWING PAGE, FEE, AND SPECIMENS (IF APPROPRIATE) TO:

If the application is based on the use of the mark in commerce, THREE (3) SPECIMENS (evidence) of the mark as used in commerce for each class of goods/services listed in the application. All three specimens may be in the nature of: (a) labels showing the mark which are placed on the goods; (b) photographs of the mark as it appears on the goods, (c) brochures or advertisements showing the mark as used in connection with the services.

3.

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 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

72

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 industrial products 108-9 pharmaceutical products 109

125

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 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

49,50

Index 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

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 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

7

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 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

21

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 CTM 55-6 filing an application 51-2 infringement 43-4

52-3

Index International Classification system 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

55

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

129

state registration 49--50 strategy 21-2, 79--80 strength 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 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, 58 100

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 yoghurts

62 83

Zantac 109 Zeneca 109 Zit 27 Zofran 34, 37 Zovirax 109