Like the sun

IMG_6690When you have registered your trademark you have to be provident on your right. Of course without sending cease and desist letters to half the world, you do have to defend your trademark against infringement. And you have to use your trademark always as a trademark (and not in a generic way).

Especially when others use your client’s trademark in a generic way, you have to do something. The mineral water brand Spa launched a campaign in the Netherlands years ago to change the perception of the consumer: Spa is not the generic name of mineral water but a trademark.

Recently Sol (the beer) launched a similar campaign. The label of this beer shows the proposed use of the trademark. So do not ask for a Sol, but instead ask for a Sol-beer, please. Not a very fluid question, but well, let’s hope that the Sol-beer-combination will be the norm.

Arnaud Bos

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