If you like it then you should have put an "R" on it

Your brands can be your business' most valuable assets. However, many businesses are failing to adequately protect their IP and in turn are not maximising the true potential and value of their brands. Axis Legal is seeing more and more cases where incorrect registration and/or use of a trade mark have allowed a third party to register a similar mark, effectively piggybacking on the success of another's reputation and goodwill.

In one recent case the court found that a party had not shown sufficient use of a trade mark despite having spent thousands of dollars in marketing, allowing a new applicant to register the same trade mark.

While there may be avenues of recourse for this particular issue, litigation is a costly and lengthy process and in most circumstance, completely avoidable if proper trade mark strategies are implemented at the start.

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