A cultural institution may try to position its unique structure as a cultural brand within the framework of cultural marketing. Strong cultural brands attract a lot of attention and engender particularly positive images. Customers, business partners and sponsors can form a quick connection with such brands and images. Is it possible to harness the power of cultural brands for the benefit of a variety of businesses?
Allusive marks are popular. They already contain references to the relevant products and their characteristics. Brand developers therefore like to try to ‘make up’ such marks from descriptive terms. But can this lead to problems? Other companies could always build their brands from the same basic words.
Who wouldn’t want a simple logo for their company that also best embodies the company’s goodwill while being recognised everywhere? adidas is the owner of such a logo. You know, the three stripes. However, adidas has failed in its attempt to extend the three-stripe protection.
A caterer had the idea of registering ‘grill meister’ [‘grill master’] as a brand for his barbecue and beer products, as well as for his catering. He gave his brand a simple design and as a special feature the registered trademark symbol ®. However, the caterer was very surprised when the Federal Court of Justice certified his trade mark as not only being unable to be protected, but also deceptive.
A variation of the famous protected Coca-Cola bottle was registered as a three-dimensional trade mark. Why was it possible for this shape of product be protected as a trade mark?
Do not jeopardise your brand by using it incorrectly on the packaging.
Do you want to communicate the sustainability of your products and highlight them with a catchy eco brand exclusive to your company? Then you should be aware of the conditions for the protection of such an eco trade mark.