How to protect a brand

Client Testimonial
Maybourne Hotel Group owns and manages Claridge's, The Connaught and The Berkeley — three of the most renowned hotels in London. Our brands are highly valuable assets and we have worked with UDL since 2005 on all aspects of the protection and enforcement of our trade marks. We have always found Gareth Price and the team to be approachable and they make what are complex commercial issues easy for us to understand.

Maybourne Hotel Group

A brand is made up of many elements which influence its overall look and feel. At one level — the words, logo, typeface style and size, images, packaging, music, jingles, colours, shape, slogan/strapline and even smell — can all influence the consumer. At a broader level, the way a brand is promoted through advertising and creative content, market positioning, online presence, AdWords, keywords and hashtags are all relevant to the establishment of a brand and its value.

With so many elements, it can be difficult to identify what can and should be protected. The reality is that all possibilities should be considered. Brands can be protected in a variety of ways:

  • trade marks (words, logos, colours, shapes, jingles, smells, animation etc.)
  • copyright (content of material)
  • designs (the appearance of the product)
  • patents (any invention)
  • passing-off (get-up)

How we can help

By taking a holistic approach, we can help to identify all elements of a product or brand’s IP, and protect these by registering trade marks and other IP rights. By knowing your corporate objectives, we can also assist and advise on the risks of not registering trade marks.

Some of our team

Mark Green

Partner - London

Alan Fiddes

Managing Partner - Leeds

Alison Simpson

Managing Partner - London | Milton Keynes

Gareth Price

Partner - Leeds

Ian Byworth

Partner - Newcastle

Dr Neil Pawlyn

Partner - Cardiff

Get in touch

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Alternatively, you can contact us directly and speak to a member of our specialist team.

+44 330 107 5077

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