A carefully selected trademark serves as the face of your UAE brand. A registered trademark is key to shaping perceptions and creating brand loyalty.
Famous companies like Apple and Nike became household names thanks to the strong trademarks associated with their brands.
This blog explores how UAE businesses can create a successful brand through a strong trademark. It will also guide you through the importance of trademark registration in the UAE as well as the ways to protect your brand.
Get to know the brand identity
Before diving into trademark registration, UAE businesses must understand what their brand stands for.
Keep these things in mind:
- Define the Vision and Mission of the brand
- Understand the audience
- Highlight the Unique Selling Proposition (USP)
Create a Strong & Distinctive Trademark
Creating a strong trademark is critical for ensuring enhanced brand protection in the UAE. Your trademark, including the logo, name & slogan, should be strong and distinctive. A weaker trademark is difficult to register and hard to enforce.
Look at these important points:
Choose a fanciful trademark: These are made-up words like ROLEX, XEROX etc. They are the strongest trademarks in the trademark strength spectrum.
Consider arbitrary trademarks: These are trademarks where the word has a known meaning but doesn’t have any connection with the product or service used. Example: Apple is a fruit in the English language, but APPLE is the trademark of a computer product.
Suggestive Trademarks: This category of trademarks alludes, implies, or hints at the quality of a product or service. However, it does not describe the product or service directly. Example: NETFLIX for movies (flicks) that are ordered online.
Avoid Weaker Trademarks
Weaker trademarks do not distinguish your product or service from that of your competitors. Weaker trademarks that you must avoid are:
Generic trademarks: These are trademarks that are the names of the product. Generic trademarks do not function as trademarks. Example: SMARTPHONE for a phone, SOCIAL NETWORK for a social media brand etc.
Descriptive trademarks: Descriptive trademarks merely describe goods or services associated with the trademark. They are not distinctive as descriptive trademarks do not help consumers identify the source of goods or services. Example: CREAMY AND COLD for an ice cream product.
Register your Trademark in the UAE
Your brand may be famous in the UAE, but that should not be an excuse for not conducting trademark registration. If you are not registering a trademark, it will be difficult for you to file a lawsuit against someone who tries to register or use a similar trademark in the UAE.
Here are some essential actions related to the UAE trademark registration process:
- Conduct a trademark search to ensure your trademark is not similar to any other existing marks
- Hire the best trademark agents in the UAE to submit the application
- Monitor your trademark after registration to detect potential infringements
Build a Brand Equity
If you want to build a successful brand through a strong trademark, registration alone won’t suffice.
Try to create value around your brand and trademark to build brand equity.
These points will help you in the process:
Craft an engaging brand story: Stories connect with people easily. A compelling brand narrative will attract people to your brand.
Put money into marketing and promotion: Build a robust strategy for marketing and promoting your brand consistently. Allocate a sufficient budget for promoting your brand through online and offline channels, social media etc.
Deliver whatever your brand promises: A strong trademark becomes valuable only if the customer gets the quality they expect from your brand. You must deliver on your promises to build brand loyalty.
Hire the Best Trademark Agents for UAE Brands
We hope you have understood why a strong trademark is essential for building a successful brand. In line with the points mentioned in our blog, UAE brand owners must conduct trademark registration, build brand equity, understand their brand, and craft compelling brand stories. You must also invest in brand promotion and marketing.
To ensure your trademark is protected in the UAE, hire the best trademark agents such as Jitendra Intellectual Property (JIP). We are one of the best trademark firms in the UAE with decades of experience. Our expertise is reflected in trademark services such as trademark search, trademark watch, trademark litigation, trademark enforcement etc. Call us today for an insightful consultation.