Building and

Protecting
the Brand

B rand E quity

2009 - 2010 Middle East Food industries Registered Trade Mark- Vogue
 Key Objectives

Learn about trademarks.

Learn how to keep our trademarks safe from Copycat.
Learn about licensing our trademarks.
Learn about Vogue® trademark enforcement efforts.

2009 - 2010 Middle East Food industries Registered Trade Mark- Vogue
What is the trade Mark?
A “ trademark ”:
is any word (Vogue® ), name (Ford), symbol
(Pepsi logo), slogan (“Just do it”), shape (Coca-
Cola bottle), color (Owens-Corning pink
insulation), or sound (Intel Inside) which
identifies the source of products/services, as
well as associated quality, and distinguishes
them from the products/services of others.
* Trademarks laws are meant to
protect consumers .
* Trademarks are “ brands ” of
something .
Sample of
Brand

2009 - 2010 Middle East Food industries Registered Trade Mark- Vogue
 All Trade Marks Are not the
The strength or
Same !
weakness of a mark
determines its scope and
Protection . The strongest marks are highly
distinctive ; Owners
of strong marks can prevent third parties
from using a wide
range of Generic
similar marks
Descriptive .
Suggestive Arbitrary Fanciful
(Chips) (Four Cheese) (Jolt) (Apple) (Exxon)
WEAK STRONG

So when you select Marks , Make

them Distinctive !

2009 - 2010 Middle East Food industries Registered Trade Mark- Vogue
 Trademark Clearance
Before any new mark goes into use, or an existing
mark is used on a new product or in a new country, it
must be cleared through Legal:

Ensures the mark is protectable .

Allows Legal to identify potential
infringement risks .
Allows Legal to consider registration and
to undertake defense of the mark .

2009 - 2010 Middle East Food industries Registered Trade Mark- Vogue
 Building and Maintaining a
trade mark rights

Use it or lose it.

Use consistently and correctly.
Use on products/services of consistent quality.
Use must be controlled by the owner.
Police against misuse.
If a mark is not used correctly - it can cease to exist!

s
ogo
L
e :
m pl
Sa

2009 - 2010 Middle East Food industries Registered Trade Mark- Vogue
 Graveyard of Trademarks
YO YO

O S
E RM
REFRIGERATOR TH

I RIN
P
AS ADE
BL
ER
LL
RO

WALKMAN

2009 - 2010 Middle East Food industries Registered Trade Mark- Vogue
Maintaining Brand Integrity :
Simple Rules for Building
Strong Marks
Print logos and trademarks correctly- don’t abbreviate names
(“Voo” is a no-no!).
don’t change colors.
Use proper trademark markings - ® ™
Don’t use the trademark name as the product name
Try our Vogue Chips -- WRONG!
Try our Vogue® Potato Chips-- CORRECT!

2009 - 2010 Middle East Food industries Registered Trade Mark- Vogue
 Consistent/Correct Use of the Logo
Strengthens the Brand

Correct , consistent use of the logo reinforces

the distinctive nature of the Vogue® mark ,
allowing us to stop competitors from using
marks which use different elements but which
maintain the same overall look and feel of the
logo “ Vogue® “

2009 - 2010 Middle East Food industries Registered Trade Mark- Vogue
 Incorrect or Inconsistent Use of
the Logo Dilutes / Weakens the
Brand
Failure to correctly
and consistently use
the logo dilutes the
mark and undercuts
our ability to stop
copy cats .

2009 - 2010 Middle East Food industries Registered Trade Mark- Vogue
2009 - 2010 Middle East Food industries Registered Trade Mark- Vogue
2009 - 2010 Middle East Food industries Registered Trade Mark- Vogue