Development of brands and trademarks
Brands or trademarks have not just to be “attractive”. They have to fulfill many other criteria.
A schematic brand development rarely leads to success. The traditional way of brand development with recourse to old language families (latin / greek) or tried and tested syllable generators generates nonfamiliar constructions.
In fact they fulfill all requirements of symmetry of type face and the sound of the words, retentivity and bold motifs. But for the involved market circles and consumers they feel strange and synthetically developed for several years. This feeling could be wanted and desired, the conventional approach is going right then.
Different to product brands corporate brands have other targets: While product brands primarily must prove their effectiveness to consumers and clients, the requirements to corporate brands are much more complex.
The name of a company has an enormous impact inward as well. (In most cases a corporate brand will be a familiar part of a known company; there would be no need for a new development.)
Brazilian Trademark Office
Legal certainty integrated
Despite all assimilations within the last years different worlds in the field of trademark law collide with each other on an international level.
The juridical positivism of Europe stands against the first-in mentality of anglo-saxon countries. The problems of product and brand piracy (not only) in china are an additional problem to face.
These problems are well known at international law firms. But there are only very few brand or trademark developing creative companies with the regulations and limitations in mind during the development process.
This ignorance leads to several loops in the brand development process – brands are developed, rejected by law firms (or – even worse – registration offices or competitors) and the process starts again (with following loops).The Luenstroth Brand Development process avoids these loops – different law systems and cultural limitations in the target market are taken into consideration from the beginning of the creative process.
Word-, Figurative- or Color Brand?
When talking about brand protection a lot of decision maker think about word- or design brand or a combination of both. Undoubtedly it is still the closest way to protect goods and services from imitators. (But it is still surprising that in the most times word- design marks are getting registered although their protection is much more lower than a seperate word- design mark.)
In the whole constellation of communication the limitation of word- and design brand are not absolutely necessary. The registration of a sound- or smell brand may be more advantageous in the strategy. For example it is possible to protect the sound of a specific motor or its flue gas system. Or the pneumatic sibilate of a machine which sound is significant for the construction.
In general: Another conception for brand protection can avoid sophisticated legal conflicts in front of international courts.
The better the brand development the less high is the risk of consequences.
Within the framework of brand development it is a must to consider the later enforcement on the market. A brand which is not known, is not a brand, it is more a legal protection without economic relevance. Of course, it is possible to establish weak brands as well. From the viewpoint of costs it is more useful to take strong and retentive brands instead of weak ones .
Luenstroth develops product brands for more than 20 years. For the automotive area, technical oriented enterprises and the FMCG-sector: Product brands. Corporate brands. Technology brands. Color brands. For the future we will develop brands we are currently not thinking about.
Brand development: Performance
- Analysis of brand architecture and audit of corporate product brands
- Development of a catalog for brands to be developed includind the definition of the Nice-classes and the planned scope of protection
- Development of brand-near fields of assoziation
- Modular creation of brand candidates, linguistic / semiotic check for all target markets included
- Illustration of the future brand or trademark use in the field of communication and sketches of possible communicative worlds
- PreTests of brand candidates in the protected field of international registrations
- Development of a matrix of assessment for possible brand candidates
- Advice for registration and usage (word-, word-figurative- or figurative brand or a combination) and illustration of the resulted scope of protection
- optional: Registration of brands in the target markets