Why Trademark Registration is Critical for the UAE F&B Brands

If you take stock of the world’s most successful companies, a majority of them would be in the Food and Beverages sector. Apart from that, the world’s most recognisable trademarks are found in the food and beverages sector.  In a cosmopolitan city like Dubai, it is common to encounter multiple foods and beverage sectors every day. From the moment we eat our Kellogg’s breakfast cereal, to grabbing our Starbucks on the way into the office, followed by a McDonald’s sandwich at lunch. The competition is high and that’s why every food and beverage company conducts trademark registration in the UAE to safeguard their valued brands.

Registering a trademark in the UAE is essential for every food and beverage brand to establish a strong reputation. A registered trademark is a key to beat out competitors as well as counterfeiters. Brand owners who have not yet registered their trademarks can protect their brands legally with the assistance of the best trademark agents in Dubai. The following blog illustrates why food and beverages companies must perform brand registration in the UAE. Read on.

Trademarks Influence Purchase Decisions 

There is no bigger factor than a registered trademark that can influence consumers to buy a certain product irrespective of its price. In a competitive market such as Dubai, consumers can find multiple food products that look similar. When similar products of different companies are found on supermarket shelves, consumers pick the ones with the most recognisable trademarks. A trademark distinguishes the goods of one company from that of others. A strong brand image instils a sense of brand loyalty along with the customers, forcing them to repeat their purchases.

Trademarks Communicate Multiple Messages  

A registered and established trademark can communicate several messages to the consumers including the quality of goods & services, the ethical stance of the company, or its reputation. Consumers easily associate a registered trademark with the quality of the products and it can lead to brand loyalty. Apart from that, companies nowadays try to project many other messages like sustainability and diversity to attract consumers. For instance, many companies stand with ideas like veganism, organic produce or cruelty-free food ( e.g lab-grown chicken). A registered trademark is key to highlight such ideas to mainstream customers.

Trademarks are a Vital Asset 

Trademarks have always been considered a vital asset for any business, especially those in the food and beverage industry. Moreover, many of the world’s most successful brands belong to the food and beverage sector, including Coca-Cola, McDonald’s, and Pepsi. Apart from serving as essential branding requirements, trademarks can be used for revenue generation. Trademarks can be bought, licensed or used as a security interest in financial transactions as they are highly valuable assets. McDonald’s uses their trademarks to generate revenue in the form of franchises. Companies such as Pepsi and Coca-Cola often explore other marketing avenues such as co-branding to increase brand visibility.

Trademarks Protect Investment in Brands 

Both established players and relatively new entrants to the food and beverage industry must take steps to protect their brands in the UAE. The primary concern of the brands would be to distinguish their products from that of their competitors. It would stop the competitors from taking unfair advantage of the brand reputation and maintain the brand image that is based on quality standards. Brand owners can achieve these goals only through enforcing their trademark rights in the UAE. Food and beverage companies can rely on such trademark rights to control the brand image and distance the brand from undesired associations.

For example, a candy manufacturer can rely on its trademark rights to prevent unauthorised parties from using its name and packaging to advertise cigarette products. If the candy company has taken an ethical stance against cigarette products, using its name for advertisement would impact the company’s credibility. However, the companies can prevent such undesirable events by sending a cease and desist letter to the other party citing trademark infringement.

How Can Jitendra Intellectual Property Help You? 

Performing trademark registration in the UAE is essential for food and beverage brands given the highly competitive nature of the market. The UAE is flooded with both big and small brands that engage in intense battles to gain market supremacy. Since a competitive market is prone to risks of infringement and acts of counterfeit, F& B businesses need the help of trademark agents in Dubai such as Jitendra Intellectual Property (JIP) to build a safety net for their brands.

JIP is a full-fledged IP firm in Dubai that has a strong presence across the UAE and other GCC countries such as Oman, Bahrain, Saudi Arabia, Kuwait and Qatar. JIP provides robust trademark services including trademark search, trademark watch, trademark registration and assistance in dealing with trademark opposition. Consult with JIP today to enjoy trademark protection across the Middle East region.

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