Formal trademark registration is an important part of brand management and marketing. Submitting paperwork to the United States Patent and Trademark Office (USPTO) to designate an image as representative of a brand allows a company to confidently use a logo or image in marketing materials.
Unfortunately, the more successful a company becomes, the more likely others are to infringe on a trademark associated with the business. Trademark infringement may involve duplicating product packaging, creating knockoff websites or even creating a convincing but slightly different version of a company’s logo.
Trademark infringement is far from harmless and can cause devastation to successful brands if leaders do not take prompt action.
Consumers may not know the difference
The main issue with trademark infringement is how consumers might judge because of trademark infringement. Those who buy knock-off products or receive cut-rate services from a company imitating a successful business may blame the successful company for the conduct of the unethical competitor.
In some cases, consumers may contact a company requesting refunds or replacement products. They may leave negative reviews online. They may even make returns to retailers, who may reduce their orders from a successful brand or may stop carrying their products.
Companies can take legal action in response to knock-off products or packaging that uses their trademark without permission. Trademark litigation may lead to an injunction preventing additional infringement or awarding the affected company damages for the harm caused.
Documenting trademark infringement and acting promptly to address it can limit the likelihood of an outside company permanently damaging a brand’s reputation. An attorney familiar with intellectual property registration and enforcement actions can help businesses limit the damage caused by trademark infringement and other violations of their intellectual property rights.
