A Trademark Protection Guide For Event Organising Businesses in the UAE
Due to the presence of a large number of international brands in Dubai, it’s considered a paradise of big events. The events in Dubai witnessed a sluggish face for a year due to Covid -19 and the international flight ban, but the government succeeded in controlling the pandemic. Now, events are back in Dubai in full power as Expo 2020 is round the corner. A major concern for event organising businesses face is how to protect their brands with trademark registration in the UAE.
Trademarks are source identifiers that help to distinguish the products or services of one company from the products or services of another company. In this respect, you can’t trademark a specific event. However, there are other major aspects the Event businesses can trademark to ensure brand loyalty and stand out among the competitors. Trademark agents in the UAE can help you with the process.
Here are some trademark insights for event organisers who wish to develop a strong branding strategy in Dubai, UAE. Read ahead.
What can be Trademarked?
You can trademark the name, logo and slogans that are used for branding the event. The consumers should be able to link these names, logos and slogans to a business (source) to distinguish them from other similar event organisers. For instance, you can trademark event names such as Expo 2020 Dubai ( due to take place in October 2021 in Dubai) or FIFA World Cup. FIFA has already trademarked the name ’FIFA World Cup Qatar 2022’, which is due to take place in Qatar in 2022. Apart from the brand name, both FIFA and Expo Dubai have trademarked their logos as well.
Choose Distinctive Brand Names
It is through the name that the public recognises and appreciates the value associated with the event. Owning the right to the event essentially means owning the trademarks associated with it. The name should be distinctive and by no means can be generic. You can mix two or three words and come up with a fanciful name. Fanciful names are strong trademarks and will grant you greater protection. Consider popular event names such as Gulfood, GITEX, CITYSCAPE and the Big Five.
The German festival’s name ’Oktoberfest’ was denied trademark registration in the EU many times because of its generic nature. It is generic because the festival is celebrated around October and the brand name directly contributes to this. Trademark agents in Dubai can help you assess the distinctiveness of your brand names.
Determine Territory of Trademark Protection
While applying for trademark registration in the UAE, you need to decide the territories where the event needs IP protection. For many events, the primary territory will be the jurisdiction where it is to be held. If the event is held in several countries or the organisers seek to promote in many countries, you need to secure trademark protection in those countries.
If an event is held in Dubai but you need to promote it in the Kingdom of Saudi Arabia, you must conduct trademark registration in Saudi Arabia as well. Similarly, if an event is held in Dubai in 2021 and London in 2024, you should secure trademark registration in the UK. The UAE will formally join the Madrid Protocol by the end of 2021 and it will be easier for you to register trademarks in multiple jurisdictions through a single filing.
Trademark Classes for Events
You need to file your trademarks under the right classes of goods and services while registering a trademark in the UAE. The UAE follows the Nice Classification of Trademark Registration that categorises trademarks into 45 Classes of goods and services. After filing your trademark under a primary class, you need to register your event name or logo under all the relevant coordinated classes.
Class 41 for education for entertainment services, Class 39 for transport & travel arrangement, Class 43 for food services etc. can be considered for trademark registration in the UAE depending on the nature of your event. Most events are associated with travel, entertainment and food services and therefore these classes are commonly picked by the event organisers. Consult with the trademark agents in Dubai for accurately selecting the trademark classes.
Protect your Branded Events With Jitendra Intellectual Property
Event organisers need to deploy a strategy for trademark registration in the UAE to protect their event-related brands. In some cases, protection may not be granted due to lack of distinctiveness or descriptiveness, but there are situations where registration is possible such as adopting a distinctive mark for your event name. These are tough decisions to make and only the best trademark agents in Dubai such as Jitendra Intellectual Property (JIP) can show you the right way.
JIP’s trademark agents are highly qualified and are well-versed in UAE trademark law. We provide you with efficient trademark search services that will enable you to avoid infringing on other trademark owners. Our services also include trademark watch services and recording trademarks with Dubai Customs to prevent counterfeiting. Hiring JIP is a sure shot way to ensure trademark protection in the UAE and other GCC countries such as Saudi Arabia, Qatar, Oman, Bahrain and Kuwait.