In the UAE, you can trademark a slogan to promote your brand. A slogan can be considered a distinctive mark which can be used to identify the goods and services of a company. The slogan should be distinctive, and it shouldn’t be offensive to be eligible for trademark protection in the UAE. Federal Decree Law No.36 of 2021 governs the registration and protection of trademarks in the UAE, and if you register your slogan as a trademark, then it will be protected under this law.
A slogan can be a combination of words, and one of the major advantages of choosing a slogan as a trademark is that it will be attention-grabbing.
Key requirements for a slogan to be registered as a trademark in the UAE:
A slogan is a phrase or sentence which can promote your brand. Business can increase their customer base by choosing a catchy slogan. To protect your slogan legally, it should be registered as a trademark. A slogan should not be plain and descriptive, and it should be distinct to be eligible for trademark registration in the UAE. A slogan should be able to identify the goods and services of a business.
If the slogan is generic or a phrase which is commonly used, then it won’t be eligible for registration. A slogan should not mislead the customers, and it should be unique to qualify for trademark registration.
Businesses should conduct a trademark search to find out if there is a similar slogan to their chosen one before applying for registration. The chosen slogan should not be confusingly similar or identical to an existing one. Ensure that the slogan is not descriptive of your products and their characteristics, because it will be rejected by the UAE trademark office.
For instance, “we serve quality food” for a restaurant won’t qualify for trademark registration because it describes the purpose of your business.
Importance of distinctiveness for slogans
When compared to other trademarks, a slogan should have a high standard of distinctiveness. A slogan should not be plain and descriptive; a slogan should not describe the purpose of your business. If your slogan has linguistic originality and distinctiveness, then it can be registered as a trademark. Also, the slogan should create a good link with the brand.
It will be really challenging for a slogan to be registered as a trademark if it lacks distinctiveness. So, a slogan should be creative, memorable, and non-descriptive to be eligible for registration.
There are some instances in which a slogan can be registered as a trademark even if it lacks the necessary distinctiveness. If a slogan has acquired a certain level of distinction among customers by its continuous use in commerce or by a good marketing strategy, then the UAE trademark office will grant registration.
Ensure that such slogans demonstrate acquired distinctiveness or have secondary meaning. Businesses can conduct marketing campaigns and promote the slogan or tagline to overcome the challenges of non-distinctiveness.
Benefits of choosing a slogan as a trademark in the UAE:
A slogan is different from a logo; it can connect with people on an emotional level. When you hear the Phrase “just do it’ you can instantly connect to a sports brand. So, using slogans as a trademark will be a good marketing strategy for the business. A unique slogan can communicate with your customers. “Revs your heart” is one of the prominent slogans in the automobile sector from “Yamaha”.
This slogan can connect with customers, and this is a unique slogan because it describes the acceleration of the engine and also the excitement that you will have while riding the machine. So, if you can make a good catchy slogan which is compliant with the UAE trademark law, then it will be beneficial for the business growth.
Register your slogan as a trademark with the guidance of Jitendra Intellectual Property:
Trademark registration consists of several procedures, such as conducting a thorough search, documenting, and choosing the right class. It is essential to conduct a trademark search for a slogan to prevent the rejection of the application. Also, a registered trademark should be monitored properly in this digital age.
Jitendra Intellectual Property can help businesses register their trademark in the UAE. Our professionals can turn your slogan into a valuable IP asset. We will guide you through the registration process, and after registration, we can provide trademark monitoring and enforcement services.
