The trademark (trademark) is one of the most important assets of a business. It protects your brand, prevents copying and enhances the visibility of your business. Proper trademark registration ensures exclusive rights of use and avoids legal disputes with competitors.
In this guide, we will analyse what is the trademark, what its benefits are, how to register it and how to protect yourself from possible infringements.
What is the brand
The trademark is a recognisable symbol, name, logo, slogan or other element used to distinguish a company's products or services from those of its competitors. It is the identity of a business in the marketplace and offers legal protection against counterfeiting and unfair competition.
Trademarks can be classified into different categories:
- Verbal signals: Names of companies or products (e.g., Coca-Cola, Nike).
- Pictorial signs: Logos and symbols (e.g., the Apple bite apple).
- Combined signals: Combination of verbal and pictorial element.
- Sound signals: Musical notes or sound effects associated with a brand name.
Why trademark registration is important
Registering a trademark gives the business exclusive rights of use and protects it from potential legal disputes.
The main benefits of vesting include:
- Legal protection: No one can use your mark without permission.
- Avoiding confusion in the market: Ensures that your brand remains unique.
- Preventing counterfeiting: Competitors cannot copy your name or logo.
- Increasing the value of the brand: A patented trademark may be transferred or used for licensing.
- International protection: Allows the business to expand globally.
How a trademark is registered
Η trademark registration requires careful research and selection of the appropriate procedure. The main options are:
1. National registration
If your business is active only in Greece, you can register your trademark through the Industrial Property Organisation (OBI).
Process steps:
- Availability survey: Check if the signal is available.
- Submission of an application: Fill in the application form with the necessary information.
- Examination by the OBI: The organisation checks that it meets the legal criteria.
- Publication for objections: Other businesses have the right to object.
- Approval and registration: If there are no objections, the mark is registered.
2. Registration at European level
If you operate in more than one European Union country, you can register through the EUIPO (European Union Intellectual Property Office).
- Provided by protection in 27 countries with a single application.
- Reduces the cost of registration in each country individually.
- Located at 10 years renewable.
3. International registration through WIPO
For businesses expanding globally, registration can be done through the World Intellectual Property Organization (WIPO).
- Used the System of Madrid.
- Covers 120+ countries.
- It allows brand protection in several markets at the same time.
How to protect your brand from infringement
Even after registration, your trademark can still be infringed. To protect it:
- Track the market for companies that may use a similar name or logo.
- Submit objections if someone tries to register a similar signal.
- Send cease & desist letters to offenders before taking legal action.
- File a lawsuit if you find a serious violation of your signal.
- Report violations in online marketplaces such as Amazon and eBay.
Common mistakes to avoid
Many businesses make mistakes in managing their brands. Some of the most common are:
- They do not carry out a search before registration.
- They do not renew their trademark protection after 10 years.
- They do not register the mark at the international level, with the result that it is not protected outside Greece.
- Do not take legal action in cases of infringement, allowing competitors to exploit their brand.
What DARC Advertising can do for you
Protecting a trademark requires strategy and adaptation to the legal requirements of the market. A proper approach ensures that your brand remains unique and secure.
