Point of view
1. Your next product deserves the best registered trademark available.
A marketeer should always use a trademark which is truly appropriate for the branding of the new product. This branding rule should always be applied. Even if only little time is left until the introduction of a product. Consequently, all options of trademark sourcing have to be considered seriously.
2. There are different ways to the best trademark.
The project situation, the marketing objectives, the availability of registered trademarks and the timing define the way of trademark sourcing.
Alternatives:
| Internal trademark supply | Project-specific development of a trademark |
|
| External trademark supply |
trademark rights |
trademark rights |
3. Products are getting faster to the market.
The availability of already registered trademarks is a precondition for the timely launch of a product. For a variety of reasons, there is often little or no time left to develop and register an appropriate trademark. The 'just in time' availability of suitable registered trademarks is a true challenge for marketing managers.
4. The new product will never have an optimal branding solution if one is satisfied with the trademark which just 'happens' to be available.
If time is scarce, the natural step is to look whether the company already has an appropriate registered mark in its own trademark portfolio. However: Few are aware of the fact that the choice of trademarks often can be dramatically improved if external trademark sources are also considered.
5. A systematic approach to ensure the sourcing of registered trademarks is rarely practised...
...and even if that is so: Unforeseen or genuine marketing opportunities may require trademarks in a situation where simply no appropriate trademarks are available in the company´s own portfolio.
6. Trademarks can be purchased.
Trademark rights can be acquired without transferring the business related to the trademark. The consequences:
1.
A company can satisfy its trademark needs by acquiring registered marks.
2.
The marketing management has the opportunity to look beyond its own, limited portfolio of registered trademarks. The marketing manager can optimize the branding of the product.
7. There is a market for registered trademarks.
While there is a demand for trademarks, the surplus of unused and idle trademarks just waits to be turned into supply.
...on the one side
... there are many trademarks registered which will never be used by their owners for the original and sole purpose of trademarks: the branding of products.
...on the other side
... firms are looking for registered trademarks on short notice because they want to brand new products. For these companies a lengthy trademark registration process is no option. There is a great demand for registered trademarks. The way it is being dealt with can only be described as inefficient at best.
Today´s reality:
Trademark lists are spontaneously mailed by trademark brokers without a specific inquiry and without a relation to the actual and specific branding needs. What can you expect from this procedure? Coincidental if not extremely lucky findings of desired marks here and there on the distributed lists. What you can´t expect from this procedure? The active, systematic approach to identify appropriate, purchasable trademarks for the branding of a specific product.
