What is the first thing that customer observes about the business? Brand. In modern age, brand means business. Brand creates the first impression about the product. Through it’s a intangible asset, but still it is the thing of highest value to the organization. Hence, securing this brand is of course is the most important area rather a challenge for the organization. Definition of brand is expanding as ever, further in the age of internet, the difference between the line of business and difference of brand is very thin. Hence, it is becoming more and more complex to set the line of difference between the competitors and stealers.
I recall a case from Harward Business review, which is of prime importance in this area, I like to reproduce the same
In August 1998, Apple Computer launched the iMac, a compact, all-in-one computer clad in translucent blue plastic. It immediately became a huge hit with consumers, due in large part to its distinctive design. Its robust sales spurred a dramatic turnaround at Apple. Exactly one year later, eMachines introduced the eOne, a compact, all-in-one computer clad in translucent blue plastic. Apple sued eMachines, claiming the company had illegally copied the iMac’s design. “We’ve invested a lot of money and effort to create and market our award-winning computer designs,” said Apple CEO Steve Jobs, “and we intend to protect them under the law.
This news was 16 years ago. Since then, everything has been changed. If you think that you can protect your brand only legally, then results might frustrate you. This is also because the definition of brand is expanding and the boundaries between the them is so fuzzy, that it is more difficult to defend it legally.
So, what to do?
Companies will have to work proactively for their brands. They have to prepare the legal strategy for their business and take precautionary steps to prevent their business from cheating. There are four important steps that you could do to avoid the court battles.
Four Steps Of Strategy
#Step 1: Prepare Documentary: The first is to analyze your own brand and prepare a documentary for all the distinctive features. Your brand is your hard work and if it is original, it will always be different. Also, analyze the brands which are similar to yours and identify the difference between them. This will allow your product to stand out from the existing products and strengthen your trademarks rights.