In principle, anything that can be graphically depicted can be registered as a trademark. This implies text, letters, numbers, figures, pictures, sounds, and scents.
Trademarks should be carefully chosen or developed. Firstly, it is important to ensure that the trademark is suitable for communicating and attracting attention, and it is usually recommendable to apply trademarks that are short, clear, and imaginative. Secondly, it is also important to undertake testing to ensure that the trademark is not already applied or registered by another company or individual.
Products are perishable while trademarks can last ‘a lifetime’ if they are well maintained. Trademarks can therefore become extremely valuable assets which is why it is important to carefully protect them through registration and monitoring to ensure that no one else on the market applies the same or a similar trademark.
Registering a trademark offers sole and exclusive right to apply the brand in commercial contexts, and it prevents others from applying the same or similar trademark in connection with competitive products.
Plougmann & Vingtoft offers a wide range of services within trademarks:
- Developing new trademarks
- Preparation of trademark strategies
- Pre-filing searches regarding existing rights, identity and use
- Registration of trademarks
- Identification and evaluation of infringement
- Preparation of licence contracts and licensing strategies
- Legal counselling and procedure