The trademark (trademark) is the distinguishing feature that differentiates a brand from the competition. It is the legal identity of a company and protects its name, logo, slogan and other characteristics associated with its services or products. Trademark registration ensures exclusive rights of use, preventing copying and infringement by third parties
The registration process involves various stages, from choosing the right type of trademark to its legal protection at national, European or international level. Proper trademark management ensures long-term brand protection and greater value for the business
What is the brand
The trademark is any element that allows a product or service to stand out from the competition. It can be verbal (name, phrase), pictorial (logo, colours) or even audio (sound, melody). Businesses choose to register their trademark to ensure that no one else can use it without permission
The protection of a trademark mainly concerns the categories in which the business operates. If the same name is used by different companies belonging to different sectors, there is no conflict. However, if two companies are active in the same sector, the existence of a similar trademark may give rise to legal issues
Vesting procedure
The registration of a trademark is done through specialised organisations. Depending on the field of activity of the company, there are three main ways of protecting it
National registration
For companies operating exclusively in Greece, the registration is done through the Industrial Property Organization (OVI). The procedure involves the submission of an application, examination by the competent authorities and publication for objections. Protection is valid for ten years and can be renewed indefinitely
European registration
Businesses operating in more than one European Union country can register their trademark through the EUIPO (European Union Intellectual Property Office). The European Mark provides protection in 27 countries with a single application, significantly reducing the cost and complexity of the process.
International registration
For businesses with a global presence, registration can be done through the World Intellectual Property Organization (WIPO), through the Madrid System. The procedure allows for a single application for trademark protection in more than 120 countries
Protection against breaches
Registering a trademark is only the first step. Businesses need to actively monitor the market to ensure that no one is using their mark without permission. If infringement is found, there are several options to protect it
- Database monitoring for new applications for similar marks
- Submission of an objection if someone tries to register a name or logo that looks like yours
- Legal actions against businesses using your mark without authorisation
- Complaints on online platforms if your trademark is used illegally on marketplaces such as Amazon or eBay
Preventing breaches is not always easy, but active brand monitoring and quick reaction can protect your business from unfair competition
What DARC Advertising can do for you
Proper management of a trademark requires knowledge of the registration process, continuous monitoring and effective brand protection. A company that wants to secure its trademark rights needs a proper strategy and adaptation to the legal requirements of the market
