How business operators can navigate trademark registration

Business practitioners who become involved in trademark registration can arrive at the subject from a variety of angles.

Perhaps they are entrepreneurs hoping to protect their intellectual property (IP) from falling into the wrong hands?

Maybe they have been accused of stealing a trademark that was already listed and registered?

Then there are cases where two parties debate the initial ownership of a trademark without either side actually filing any documentation.

Whatever the case may be, it is important for commercial representatives to understand some of the key facts about this domain and recognise the steps that professionals take to look after their own long-term interests in a competitive marketplace.

The application process is simple to manage

There is a very basic approach that business operators can follow if they want to follow through on trademark registration. Phase number one is assessing if a trademark happens to be in play before understanding the category of goods and services, searching for current trademarks, sending in an application and waiting on official confirmation. Once it is lodged to the correct department, then clients will have complete transparency on ownership entitlements and the terms on that IP.

Trademarks fit into specific categories

Trademark registration

If business operators believed that trademark registration was a universal practice where laws and policies applied equally across the board, they would be wrong. Trademarks are established via colours, shapes, names, logos, catch phrases, products. They even extend to more ambiguous and intangible elements like movements and scents. If there is any ambiguity on this subject, it is important to refer back to the Government Department or consult with legal representation to see where the boundaries exist and what kind of opportunities and threats exist with these protections.

Legal assistance is open

There have been many cases where trademark registration has become a legal fight, ending up in the courts to be decided upon by a judge or judicial body. Business operators who want to avoid these scenarios are still encouraged to consult with their legal counsel as they navigate the intricacies of trademark law. By taking a proactive approach, constituents will avoid lengthy legal battles that could have been avoided through some dialogue.

Renewal process a key focus

An area that creates confusion and opportunity in equal measure is the length of trademark registration. In a majority of cases, these stipulations are in place for a period of 10 years. Unless the owner takes action to pay for renewal, then other parties are free to send in their own application. As with anything to do in this industry, it is important to engage government officials and liaise with legal representatives to get clarity on this topic rather than making general assumptions.

Use the trademark for marketing potential

When business owners and practitioners work through the right channels with trademark registration, they have an asset on hand that is powerful in the market. It can be a product, a name, a logo, a catchphrase or something essential of value that becomes inherent in the brand. Rather than becoming another generic entity, this is a key asset that should be at the forefront of sellers and distributors, helping to make waves while others are left to deal with their own IP.


Business practitioners who are trying to navigate trademark registration will be in safe hands when they take a proactive approach and ensure that they are consulting with the right people at the right times. Outlets want to avoid being the subject of accusations and lawsuits while entrepreneurs and innovators will do everything in their power to protect their essential asset. Adhering to the current guidelines is best practice.

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