Brand Creation

It becomes increasingly difficult to conceive unique brands, but it is not impossible. Our Brand Creation division is happy to advise you and will offer surprising solutions in order to create an effective brand.

A good brand is a trademark that is strong with the following characteristics:

It is distinctive It is recognisable It is unique It is registered in an official trademark register It is properly used It is legally defendable

Examples of well-known strong brands are Coca Cola, Google, Microsoft. Yes, I hear you say, but these are well-known brands. OK, you are right, but these brands were also once conceived and launched.

When creating strong brands, you can limit any unnecessary risks. First of all, it is important to know the risks involved in a trademark registration. One of these risks is a refusal of the trademark by the register. There can be an objection from holders of older rights who file an opposition during your registration period in so-called opposition proceedings. But even after a successful registration procedure, there can still be dangers if it turns out that your brand is not strong enough. In other words, there are many reasons to create a strong brand.

Secondly, it is important to know what exactly can be a brand and what cannot. In order to provide more insight into what makes a strong brand, we hereby also provide the statutory description of a brand, or trademark: Individual trademarks are considered to be the names, accounts, prints, stamps, letters, forms of goods or of packaging and all other signs that can be graphically represented, which serve to distinguish the goods and a company. We can only speak of trademarks if these are listed in an official trademark register, no sooner.

Not all signs can be a brand. If the brand lacks distinctive power, then it cannot qualify for registration. If the brand is descriptive for (part of) the goods or services for which it is registered, brands are refused. In that case, the brand does not have any distinctive power. Descriptive signs should be available to everybody. Even when a sign is a new word or a combination of two words, it can be descriptive. Examples include Biomild for yoghurt, Boundless Enjoyment for the services of a travel agency. Apple is distinctive for computers, but not for fruit.

Furthermore, signs may not be misleading. Examples include Gencker old gin for gin that does not come from Genk, Trappist bread for bread that does not come from the Trappist convent and the label of Chicken Tonight for chicken sauce and not for chicken.

Allow yourself to be inspired and allow our brand creation division to join in conceiving the development of your brand. For instance, request a brainstorm session in order to continue the process if you have run aground, or if you do not know where to begin.