Protect your intangible assets against competitors and increase brand goodwill

In today’s competitive environment a trademark is essential to differentiate your brand, both locally and internationally, and thus should be a key element in the marketing and branding strategy of any company. A trademark is an intangible asset for a business that forms part of the company’s total assets. Therefore, it also increases the value of the company’s goodwill.

Competitors tend to wilfully imitate the name or logos of a strong brand name or product to leech off from the market share of a well-known brand. For this reason, it is necessary to register one’s trademark to be protected by law and to be able to seek remedies when infringements occur.

A company has exclusive rights to a trademark only when it is registered. This means that the registration of a trademark will prevent others from using identical or similar name or mark on products or services. Therefore, registration protects a trademark from anyone wanting to take unfair advantage of a trademark or wanting to make any use of it, which is detrimental to the brand.

When a trademark is protected, the company’s name, reputation, and its relevant strong business track record, are also protected. Additionally, a trademark can be transferred, assigned or licensed earning such benefits and claims from the goodwill it would have generated. For further information on how to protect and register your trademark in Malta, visit the Industrial Property Registrations Directorate (IPRD) section on the Commerce Department website at www.commerce.gov.mt . Should you be interested in protecting and registering your trademark in the European Union, visit the European Union Intellectual Property Office (EUIPO) at www.euipo.europa.eu