Trademark Infringement & Brand Protection 101- The Good, The Bad and The Ugly

Trademark Infringement

Trademark and Brand Protection: Safeguarding Intellectual Property

In today’s competitive business landscape, trademarks and brands have become invaluable assets for companies around the world. A trademark represents the distinctive identity of a product or service, while a brand encompasses the overall perception and reputation built around that product or service. As such, it is crucial for businesses to understand the significance of trademark and brand protection in order to safeguard their intellectual property and maintain a competitive edge in the market.

Brand protection is the legal mechanism that grants exclusive rights to the owner of a trademark, allowing them to use, license, and protect their brand identity from unauthorized use by others. By registering trademarks, businesses can prevent competitors from creating confusion in the marketplace and diluting their brand’s reputation. Trademarks can include words, logos, slogans, or even distinctive packaging designs that uniquely identify a particular company’s products or services.

One of the primary benefits of trade-mark registration is the ability to enforce exclusive rights. When a trademark is registered, it becomes a public record, notifying others of its existence and granting the owner the legal presumption of ownership. This means that if a dispute arises, the burden of proof lies with the alleged infringer to demonstrate that they are not violating the registered trademark. This significantly strengthens the position of the trademark owner and simplifies legal proceedings, should they need to take action against infringers.

Brand protection also extends beyond the national level. Through international agreements and treaties, such as the Madrid Protocol and the Paris Convention, businesses can seek trademark protection in multiple countries by filing a single application. This streamlines the process and provides global brand protection, allowing companies to expand their operations and establish a consistent brand presence worldwide.

In addition to trade-mark registration, brand protection encompasses various strategies and measures to safeguard a company’s reputation and intellectual property. These include:

  1. Monitoring and Enforcement: Regularly monitoring the market for any unauthorized use or infringement of the trademark is essential. Companies can employ specialized services or software to identify potential infringements and take appropriate legal action to enforce their rights.
  2. Brand Guidelines: Creating and disseminating brand guidelines ensures that employees, partners, and suppliers understand how to properly use and represent the brand. Clear guidelines help maintain brand consistency and prevent the dilution of the brand’s identity.
  3. Domain Name Protection: Registering and monitoring domain names relevant to the brand is crucial in preventing cybersquatting, where individuals register domain names similar to established brands with the intention of exploiting or selling them at a higher price.
  4. Intellectual Property Audits: Conducting periodic audits to assess the value and strength of a company’s intellectual property portfolio helps identify potential vulnerabilities and take proactive steps to mitigate risks.
  5. Counterfeit Protection: Counterfeit products not only harm a brand’s reputation but also pose significant safety risks to consumers. Implementing anti-counterfeiting measures, such as product authentication technologies, supply chain controls, and working with law enforcement agencies, helps combat the production and sale of counterfeit goods.
  6. Trademark Watch Services: Engaging professional trademark watch services enables businesses to receive timely notifications about potentially conflicting or infringing trademarks, allowing them to take appropriate actions to protect their brand.

Effective trademark and brand protection strategies are crucial for companies of all sizes. Not only do they help establish brand recognition and customer loyalty, but they also provide legal recourse in the event of infringement or unauthorized use. By investing in trademark registration, monitoring, and enforcement, businesses can safeguard their intellectual property and maintain a strong competitive advantage in the marketplace. Ultimately, a robust trademark and brand protection strategy helps preserve the uniqueness and integrity of a company’s products or services, fostering trust and differentiation in the minds of consumers.

If someone claims the domain name anyway, they are at risk of losing it through a domain name arbitration proceeding.  They could even be charged with trademark/copyright infringement if things get really ugly.  For this reason it’s best to make sure the keywords used in a domain name aren’t protected for someone else.

Brand Protection

First, one needs to check and see if their chosen domain name resembles any existing trademark that is registered.  They will want to do this before actually investing any money in the domain name.  To search existing trademarks, you can visit the website of the U.S. Patent and Trademark Office which is  From here you can search a database that contains current trademarks as well as those that are pending.

If a domain name is similar to a registered or pending trade-mark, you then need to evaluate whether the domain name is still worth taking.  Usually, if a site is not selling the same types of merchandise or services that the other business is selling and the trademark is not popular, a webmaster probably won’t get into legal trouble if they decide to go on and register the domain name.  To be completely sure, you can run the domain name by a trade-mark attorney.

Of course, if you would prefer zero percent risk, they can simply try to think of another domain name.  When they go about doing this, they need to be more generic and less creative in what they come up with.  Using search engine keywords for a domain name is one such strategy.  You can also look into using dictionary terms.  If all else fails they can take a generic term and combine it with a term that is less likely to be taken, such as their first and last name.

Either way, once a suitable domain name has been chosen, one should consider getting it trademarked themselves, especially if they are using it to help brand their business.  With an official trademark, you then have more legal power should another company try to take them to court.  And since there’s no shortage of domain name bullies, (companies that try to steal profitable domain names from smaller enterprises), you should use all legal avenues available to protect the rights of their business.

In conclusion, by checking whether or not a domain name has keywords that are part of a trademark, you lessen the risk that they will have legal problems in the future.  If there are problems, and a domain name arbitration proceeding does not rule in a webmaster’s favor, they can turn to The Domain Name Rights Coalition.