Brand protection is more important than you might think!
A delicate subject is brand protection. Today is relatively simple to get your own business. You create a product or service, you do the necessary papers, and you put it on the market. But how do you defend your good for which you have worked and that you have created?
Especially known brands are predicted higher risks of counterfeiting. We see copies of famous clothing or footwear daily, and although we know it’s not ethical to buy them, some prefer design and cheap things to the detriment of quality.
A counterfeit product will never be the same as the original! The price you pay reflects the quality. The brand is a name, a logo, a symbol or any other feature that differentiates a product or a service from the competitors.
The brand or trademark dates back to antiquity, and at that time was a sign applied to animals to recognize them. Today, the brand has many more distinctive features – name, logo, slogan, graphics, colors, smell, taste. A brand is stronger as the consumer confidence in it is greater. Also, its name should be chosen so that it is not directly related to the product or service it represents. Originality is a very important point in this marketing strategy, making it easier to protect.
How do you protect yourself?
First step in protecting the brand is to register the mark with the authorities dealing with this, with as much detail as possible. Thus, any product or service that imitates the name, logo or any other element is illegal. Counterfeiting is, unfortunately, the most common form of violation of brand protection.
Not few times have we have seen similar products in the market with almost identical design, perhaps one element different, but at a much lower price. Price is the first sign to think. If we talk about known brands, we know how much they value. Therefore, any price below the market price is not justified.
One way to protect the brand is to only offer resale to certain merchants. Especially when we are talking about luxury products, it is much easier to monitor the brand, sales, and consumer confidence.
In some products case, patents are absolutely necessary. This way, only the company holding the patent will have the right to manufacture it. Work secret must be respected and stipulated in the employment contract. Do not forget the need for intense activity surveillance both online and offline. This may require the creation of a separate department specialized in this area.
Brand protection is particularly important. This way we can ensure that our brand is not endangered, sales are going well, and consumer confidence is in line with the quality of our products or services.