Attorneys for the Advertising and Marketing Industries

When developing an advertising campaign for a new product, marketing professionals must consider many important steps. Beyond the creative design aspects, it is important to be aware of how intellectual property issues in advertising affect the viability of the brand well into the future. No one wants to face a situation where you have designed a logo, crafted a slogan, and prepared a fully integrated marketing plan only to learn that a proposed brand mark is a trademark already owned by someone else.

Understanding Intellectual Property Issues in Advertising

You know how valuable a recognizable logo, name, or brand can be when promoting a consumer item. A familiar phrase or insignia can lead a customer to buy something simply because they are loyal to the business, and they have confidence when purchasing products from a trusted brand over many years. Knowing how important unique branding can be for your clients, you also appreciate how important it is to expand that brand’s legal protection.

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Over 6,000 Trademarks Successfully Registered

Suspensions are when your application is on hold. There are various reasons a trademark application can be suspended. However “likelihood of confusion” with prior application(s) filed and submission of foreign application are the most common reasons the USPTO may suspend an application. During a trademark suspension period, your lawyer will provide guidance on the next steps and whether it might be best to file an argument or pursue a coexistence agreement.
A disclaimer usually refers to a statement which indicates that you are not claiming exclusive rights to use the word(s) or a design element in your trademark application. A disclaimer allows for registration without creating a false impression of the registrant’s rights.
A good example of this is disclaiming “café” if your services are for a café.
If a trademark is not eligible for the Principal Registry, there is sometimes an option to register on the Supplemental Registry.
In cases where the USPTO finds the trademark application is merely ornamental, merely descriptive, or primarily geographically descriptive, the USPTO may allow the application to be registered on the Supplemental Registry.
Two dates must be specified in a trademark application:
Date of First Use Anywhere: The “anywhere” refers to use in the U.S. or elsewhere. This is the date the goods were first sold or transported, or the services were first rendered under the mark. The use must also have been bona fide and in the ordinary course of trade.
Date of First Use in Commerce: This is the date when the goods were first sold or transported, or the services were first rendered under the mark in interstate or international commerce. The use of the mark must have been bona fide and in the ordinary course of trade.
The renewal timeframe for a trademark is between the 9th and 10th year anniversary of the trademark registration, and then in ten-year intervals. It is important to be aware that the USPTO also requires a registrant to provide an affidavit at the 5th and 6th years of ownership stating that the trademark is still being used in commerce. Failure to comply with the renewal timeframes or the affidavit requirements will result in the cancellation of the trademark registration.