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“Making a Mark”

The Role of Trade Marks in

Branding

Chander.M. Lall

Lall&Sethi

India

Coca-Cola

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11 © 2013 Lall & Sethi Advocates

TM What is a Trade Mark / Brand

An invisible link between the product source (known or unknown) and the consumer

12 © 2013 Lall & Sethi Advocates

What constitutes a Trade Mark / Brand ?

word slogan GUCCI

device

label

Name Numerals

Product Shape

Sound

Character

signature

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Single Color “pink” protected

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23 © 2013 Lall & Sethi Advocates

Purpose of a Trade Mark

• Helps a customer identify the source of the

goods

• Distinguishes the goods manufactured by a

particular manufacturer from the competition

• Serves as a powerful marketing tool

24 © 2013 Lall & Sethi Advocates

USE not Registration the

Key...

• The existence and life of a trade mark

depends on use.

• Registration provides additional remedy

of infringement only.

• In civil law countries like Lebanon,

registration is a requirement.

Common Law Countries around the

world

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• U.S. Company allowed its registration for

WHIRLPOOL for washing machines expire in 1977

for non filing of renewal

• An Indian company applied for registration of

WHIRLPOOL for washing machines in 1986

• U.S. Company opposed the mark of the Indian

company but the Registrar held that that U.S.

Company could not establish its rights in India.

Opposition failed. Mark of Indian company

proceeded to regisration.

N.R. Dongre v Whirlpool Corp.

[1996 (7) JT (SC) 555

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N.R. Dongre v Whirlpool Corp.

[1996 (7) JT (SC) 555

• Whirlpool wanted to make an entry into India in

1994 but owing to Indian company’s registration, it

was compelled to negotiate

• Indian company demanded US$ 30 million. It

threatened to sue the U.S. company for infringement

if they launched in India

• Whirlpool U.S.A. sued the Indian company for

passing off and unfair competition

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N.R. Dongre v Whirlpool Corp.

[1996 (7) JT (SC) 555

• Court held in favour of the U.S. Company holding :

A registration is not a defense to a claim to passing

off

The U.S. company has been able to show reputation

and its spill over into India

The adoption of the mark by the Indian company

was clearly in bad faith.

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N.R. Dongre v Whirlpool Corp.

[1996 (7) JT (SC) 555

• Court held in favour of the U.S. Company holding :

A registration is not a defense to a claim to passing

off

The U.S. company has been able to show reputation

and its spill over into India

The adoption of the mark by the Indian company

was clearly in bad faith.

advertising in international magazines, having

limited circulation in India

Sales to the US Embassy and subsequent sales

in auction to the public

Travels of Indians abroad and foreigners to

India

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Hardie Trading Limited v.

Addissons Paints & Chemicals

[2003 (27) PTC 241 (SC)]

The use of a mark may be other than in physical

relation to goods. It may be in any other relation to the

goods. Therefore, there is no reason to limit the user to

use on goods or to sale of goods bearing the Trade Mark.

The intention to abandon is an essential component of

non-use for the purposes of section 46 (1) of the Trade

and Merchandise Marks Act, 1958.

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Milment Oftho Industries v

Allergan Inc.

[2004 (28) PTC 588 (SC)]

“ The mere fact that the

Respondents have not been using

the mark in India would be

irrelevant if they were first in the

world market.”

How do trade marks

contribute to the

development of a nation ?

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Best Globa l Bran ds 2012

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Ora cle

+28% 22, 126 $m

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Pepsi

+14% 16, 594 $m

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Nokia

–16% 21, 009 $m

20

Am a zon

+46% 18, 625 $m

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Lou is Vu it t on

+2% 23, 577 $m

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Am erica n Express

+8% 15, 702 $m

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UPS

+4% 13, 088 $m

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IKEA

+8% 12, 808 $m

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SAP

+8% 15, 641 $m

26Nike

+4%

15,126 $m

23H&M

+1%

16,57

1 $m

15HP

–8%

26,087

$m

13Disney

–5%

27,438

$m

14Cisco

+7%

27,197

$m

16Gillette

+4%

24,898 $m

11Mercedes-Benz

+10%

30,097

$m

09Samsung

+40%

32,893 $m

10Toy

ota

+9%

30,280 $m

12BMW

+18%

29,052

$m

07McDonald’s

+13%

40,062

$m

05Microsoft

–2%

57,853

$m

06GE

+2%

43,682 $m

08Intel

+12%

39,385

$m

03IBM

+8%

75,532 $m

01Coca-

Cola

+8%

77,839

$m

02Apple

+129%

76,568

$m

04Google

+26%

69,726

$m

30Canon

+3%

12,029

$m

31Budweiser

–3%

11,872 $m

29Kellogg’s

+6%

12,068

$m

®

33HSBC

–4%

11,378

$m

32J.P. Morgan

–8%

11,471

$m

34Pampers

New

11,296 $m

35Nescafé

–8%

11,089

$m

36ebay

+12%

10,947 $m

37Zara

+18%

9,488 $m

38Gucci

+8%

9,446 $m

39Volkswagen

+18%

9,252 $m

40Sony

–8%

9,111 $m

42L’Oréal

+1%

8,821 $m

45Ford

+6%

7,958

$m

46Heinz

+1%

7,722

$m

41Philips

+5%

9,066

$m

43Accenture

+9%

8,745

$m

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omson Reuters

–11%

8,444 $m

49Dell

–9%

7,591

$m

50Citi

–12%

7,570

$m

52Danone

+8%

7,498

$m

47Colga

te

+7%

7,643

$m

48Goldman Sachs

–16%

7,599

$m

51Siemens

–5%

7,534

$m

55Audi

+17%

7,196

$m

53Hyundai

+24%

7,473

$m

54Morgan Stanley

+9%

7,218

$m

56Nintendo

–8%

7,082

$m

57Nestlé

+5%

6,916

$m

58AXA

+1%

6, 748

$m

60adidas

+9%

6,699

$m

62Allianz

+16%

6,184

$m

59Xero

x

+5%

6,7

14 $m

61Caterpillar

+13%

6, 306

$m

63Hermès

+15%

6,182

$m

64KFC

+2%

5,994 $m

67MTV

–12%

5,648 $m

65Panasonic

+14%

5,765

$m

66Sprite

+2%

5,709

$m

68Cartier

+15%

5,495 $m

69Facebook

New

5,421 $m

70Tian

y & Co

.

+15%

5,159 $m

76Santander

–6%

4,77

1 $m

71Av

on

–4%

5,151 $m

72Porsche

+12%

5,149 $m

73Nissan

+30%

4,969 $m

74Visa

+10%

4,944 $m

75Shell

+7%

4,788

$m

81Jack Daniel’s

+1%

4,352

$m

82Burberry

+16%

4,342

$m

773M

+18%

4,656 $m

78Adobe

+9%

4,557 $m

79Johnson & Johnson

+8%

4,378

$m

80Kleenex

–7%

4,360

$m

85John Deere

+16%

4,221 $m

88Starbucks

+11%

4,062

$m

83Johnnie Walker

+12%

4,301

$m

84Prada

New

4,271

$m

86Pizza Hut

+2%

4,193 $m

87Kia

New

4,089

$m

89Corona

+3%

4,061

$m

90Smirno

+5%

4,050

$m

91Ralph Lauren

New

4,038

$m

92Heineken

+3%

3,939 $m

93BlackBerry

–39%

3,922 $m

94MasterCard

New

3,896 $m

97Yahoo!

–13%

3,851 $m

98Moët & Chandon

–13%

3,824 $m

100Gap

–8%

3,731

$m

99Ferrari

+5%

3,770

$m

96Harley-Davidson

+10%

3,857 $m

95Credit Suisse

–5%

3,866 $m

21Honda

–11%

17,280

$m

bgb_poster_back_v06_121002.indd 110/2/12 10:02 AM

Brand Value by Region

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Brand value by Country - Asia

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Brands in the U.S.A

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