Chapter 1 – The Power of Trademarks in Modern Marketing
Did you know the UK has seen one of the highest increases in Trademark Applications in recent years growing by a whopping 80% from roughly 10,000 applications in 2019 to 18,000 applications in 2023!
So why are more UK brands trademarking than ever before?
I’ll give you three reasons why companies in the UK are going mad for trademarks!
1. More Brands – Protecting against new companies
More Brands means more Infringements and more Choice means more Competition.
In today’s competitive marketplace, trademarks are more than just symbols or logos they are a requirement for you and your business, especially if you want to sell using online platforms or through resellers, franchisees, large distributors or the public sector.
Registering your trademark has always been something you should do but it’s now more often something you need to do.
2. Awareness of Trademarks in the UK
Nothing happens in private anymore and with increasing high-profile trademark infringements in the press like, Meghan Markle, Nike and Zara and low-profile trademark infringements in the local business community, the word is spreading and companies who have been trading for years are suddenly realising they need a trademark.
More people than ever are investing in brands and just as they start to gain visibility online find themselves with a Cease-and-Desist letter from a disgruntled company who own a similar trademark either locally or overseas.
Do you know anybody who’s been affected in this way?
3. Regulation and Quality Control – Opening up new lines of business
E-commerce options like Amazon, Tiktok shop, Ebay & Google, are regulating against “knock offs” (counterfeits & fakes) to protect buyers. Using somebody else’s trademark or a similar trademark to generate sales on the back of their goodwill is known as Passing Off.
Passing off is at an all time high and can be seen every day on overseas sites who we dare not name but you have more than likely seen (rhyme with Emu).
Have you noticed an increase in these “knock-offs” on online marketplaces?
How would you feel if someone used your brand’s name to sell knock-off products? Would you take it personally?
People are realising that when it comes to trademarks prevention is better than cure, which means registering what you want to protect and spotting infringements as soon as they happen, bearing all that in mind it is surprising we’re seeing so many more trademarks in the UK?
Have a think about what new business channels you are looking to open, think about the risks and the benefits and explore if a trademark registration may be able to help.
If you’re not sure and have questions, it costs nothing to talk to one of our Manchester based team, call us today on 01618335400.
Questions about this
Why are more UK businesses registering trademarks?
There are three main reasons. More brands means more competition and more infringement. Awareness has grown, helped by high-profile disputes in the press and local cases in the business community. And online marketplaces are regulating against knock-offs, so a registered trademark is increasingly a requirement for selling through platforms, resellers, franchisees, large distributors or the public sector. Prevention is better than cure, which means registering what you want to protect and spotting infringements early.
Answered by Jonathan Paton, Founder & CEOWhy do growing businesses sometimes receive a cease and desist letter out of nowhere?
It often happens just as a brand starts to gain visibility online. A business can trade for years unnoticed, then find that a company owning a similar trademark, either locally or overseas, has spotted it and objected. Many established businesses only realise at that point that they need a registration of their own. Running a search and registering before investing heavily in marketing helps avoid that situation.
Answered by Jonathan Paton, Founder & CEOWhat is passing off on online marketplaces?
Passing off is using somebody else’s trademark, or a similar one, to generate sales on the back of their goodwill. It is common on online marketplaces, where knock-off products trade on recognisable brand names. Platforms such as Amazon, TikTok Shop, eBay and Google are regulating against counterfeits and fakes to protect buyers, and a registered trademark gives a brand owner a clear basis for asking a platform to act.
Answered by Jonathan Paton, Founder & CEO
