Newspaper article The Journal (Newcastle, England)

Recognise the Vital Importance of Branding

Newspaper article The Journal (Newcastle, England)

Recognise the Vital Importance of Branding

Article excerpt

MORE and more businesses are waking up to the fact that branding is extremely valuable.

A considerable investment of time and often money is involved in developing and maintaining a brand, whatever the size of your business. If you are going to make this investment then it is vital you take legal advice to assess whether you are free to carry out your activities without coming into conflict with the legal rights of others.

It is important that when you create a brand you know your rights when involving third parties such as advertising agencies. Unless something is signed to the contrary, you could find yourself in a position where that third party owns all the copyright in their creative output, despite you paying substantial sums for the work to be carried out.

Some elements of a brand can get greater protection if they are registered. The most obvious and common form of protection is to register your business name as a trade mark. There is a common mistaken belief that registering a name at Companies House provides some degree of protection. …

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