Irrespective of what your business or enterprise produces, whether it be toy cars, burgers, specialist equipment for the medical industry or sophisticated software applications, it is essential that you protect your intellectual and physical property through a process of brand protection. In an ever competitive marketplace, many businesses are fighting for a smaller chunk of the pie. Grabbing the attention of consumers is becoming increasingly difficult as more companies and suppliers enter the marketplace and actively compete for customers. Innovation in the delivery of products and services is seen by many as the key to gaining market share and increasing profitability.

However, there are other companies that simply aim to replicate the actions of leading and innovative companies to produce ‘me-too’ products, which are usually inferior in quality, functionality and design. Without the proper brand protection in place, your customers may end up utilising the services or purchasing products of one of these ‘me-too’ companies. Furthermore, the products being imitated or copied are usually made at a much cheaper cost, meaning the quality of the product is inferior to the original. This may have a negative impact upon the business as perceptions of the quality of the product may be passed onto your company. The end result could be less desirability in the marketplace, culminating in reduced sales and profitability.

A classic example in the modern economy is the near endless copying of Apple products by companies located in countries where the copyright laws are somewhat relaxed. Since the launch of the very popular iPhone and iPad, there have been literally hundreds of copied products on the market. They even look like the real deal, but unfortunately, they are cheap copies that do not even compare to the original product in relation to quality, functionality, connectedness and value. So how does Apple still sell millions of their products each and every year? The answer is simple… through the use of trademark registration and brand protection. Apple has invested a paramount figure into the development of their products and brand, and through the use of trademark protection and intellectual property registrations, has effectively promoted and protected the brand itself. Now people don’t simply want a mobile phone with advanced interconnectivity options, they want an Apple.

No matter what industry you or your business are in, or current size of operation, it is essential that you afford yourself the appropriate level of protection in the marketplace. You wouldn’t buy a Ferrari and have it unprotected? So why would you do this for your business, when there are available options for brand protection.