Lawyer, Senior Lawyer of the Law Firm “NOBILI” Meshe Oleksey
About the benefits of the trademarks
Сontinuing the cycle of trademark publications should reveal the benefits that trademark owners have.
In general, the concept of trademark and their types was disclosed in my publication at this link: http://surl.li/dqka
The owner of the mark receives certain rights regarding his mark from the date of filing the application for registration.
The owner who has registered the mark and obtained the certificate has certain advantages over other manufacturers or service providers.
The certificate grants the owner exclusive rights to use the trademark. We will not dwell in particular on the rights of owners under the Law of Ukraine “On Protection of Rights to Marks for Goods and Services”, as such information is covered in my article at this link: http://surl.li/dqkf
A trademark can unite not only homogeneous goods or services, but also individual products. Such goods (services) of a certain business can be combined under one sign and have their own individual signs. Each sign has its own value, and over time and the correct strategy of using such a sign, the value of the sign may increase. There are many examples in the history of certain companies where a brand is worth more than all the other tangible assets of the company. Therefore, the sign can be quite an effective investment.
As already noted about the combination of several goods (services) under one brand, such a brand can significantly reduce business costs for advertising campaigns. This is due to the fact that advertising one brand does not need to advertise each product separately. Of course, this advantage is not used immediately, but it is effective. In Ukraine, often advertising certain goods under a specific sign, the seller not only identifies the goods with himself, but also signals to the consumer about the quality and attribution of the goods to a certain segment.
Another advantage of the brand is its independence, that is, it is a separate product. The company may at any time sell or license its temporary use (franchising). Thus, the owner without using the mark can receive a certain material benefit. Basically, this happens in the market, if a well-known company with well-known marks is reformatting its own structure and wants to completely or temporarily not to produce (provide a service).
Also, do not forget about another advantage. When reformatting the company’s structure, such a company often creates separate legal entities. In such cases the trademark can be brought in the authorized capital of the future company. Such actions not only save money on the formation of the authorized capital, but also save time and save the mark. Also, if the brand is well known in the market, its use accelerates the development of a new company, directs to a quick place in a niche in the market.
Another advantage is the registration of the domain “UA” on the Internet. In Ukraine, only domain owners (trademarks) can register such a domain. A site on such a domain causes more trust and shows the seriousness of the business in the market.