Early Internet marketers disseminated misinformation leaving many Internet businesses with weak or no brand protection. Marketers in their quest to secure easy search rankings, as well as domain resellers seeking to drive up prices, failed to communicate this important message: A generic term will never be a trademark or brand for the product or service being sold.
loss of rights
Excerpted from the forthcoming book Brandaide
When it comes to trademarks and the brands they represent, there are two paths. One leads to distinction, the other to extinction. The INSURE path teaches brand owners and their brand team six important steps to follow in order to create build and maintain a legally strong brand.
A trademark is a word, symbol, slogan, or even a sound that identifies the source of goods or services in commerce. Nike, for example, and its iconic “swoosh” symbol are both trademarks of the company and instantly recognizable. When the public sees either one on a shoe, people know that they were made by Nike …