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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
17
Lou is Vu it t on
+2% 23, 577 $m
24
Am erica n Express
+8% 15, 702 $m
27
UPS
+4% 13, 088 $m
28
IKEA
+8% 12, 808 $m
25
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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