The Increasing Importance of Trademarks in the Digital Age

Category: Trademark Information

Establishing a strong brand is essential to business success, as is protecting that brand. However, many small business owners skip the first step to securing their brand: trademarks.

Virtually anything can be trademarked these days. Product names, logos, catchphrases, letters, sounds, smells, shapes, movements, even aspects of packaging. A registered trademark gives you exclusive rights to use, license and sell the mark. It discourages potential counterfeiters from using the same mark or something confusingly similar and keeps your brand’s integrity intact.

If you’re committed to safeguarding what you’ve created, registering a trademark is your next course of action. It’s better to act sooner rather than later.

The Increasing Role of Trademarks in the Digital Age

In the age of e-commerce and online sales, misappropriating brands and products has never been easier. This means that the need for trademarking your business to protect against intellectual property theft has also never been greater.

A trademark is your most valuable tool to secure your position in the online market. Not just today, but in the future.

Take it from online retail giant Amazon, which is exerting efforts to protect Amazon vendors with registered trademarks from property rights violations.

Earlier in 2017, Amazon announced Amazon Brand Registry, designed to restrict the ability to copy and sell products with other sellers’ registered trademarks. Without the registry, policing illegitimate sellers would be a herculean effort, considering that Amazon was selling more than 480 million products in America by 2016.

The Amazon Brand Registry helps brand owners protect their registered trademarks and gives them increased authority over products listings with their brand names. It aims to reduce the risk of intellectual property rights violations and create accurate representations of brands on Amazon.

With the Registry, a brand owner can take down infringing sales listings from the counterfeiter more quickly and more easily.

If Amazon’s reinforcement of brand security is any indication, it’s clear that protection against brand identity theft is a rapidly growing priority, which you, as a business owner, can’t afford to neglect.

Why Register a Trademark Now

No business, no matter how big or small, is exempt from brand identity theft. Registering a trademark is undoubtedly one of the most effective measures to prevent these violations and their potentially costly consequences.

Without the proper protection provided by a fully registered trademark, defending your business reputation or brand in court is extremely difficult and costly. There’s always a chance that you won’t get justice, and the counterfeiter trading off your brand will continue benefiting from what you’ve worked so hard to build.

The best way to evade such a devastating scenario is to register your trademark. By doing so, Australia’s Intellectual Property (IP) laws can protect you if another business starts using your brand name or something confusingly similar to it.   The same applies to each country where you are trading or considering trading – make sure you don’t go into a country without confirming you are not infringing the rights of a competitor there and then protect your brand by trade mark registration in each country.

The process of registering a trademark can be complex and seem like a maze when you don’t understand Trade Mark Law.  The good news is that you can always turn to professional trademark specialists and consultants to guide you through that trade mark registration maze . .

Ensuring your trademark registration is done correctly is a worthy investment. A registered trademark can make the difference between saving your business and losing it. There’s no time to wait – take action today.


Pinnacle TMS is ready to help. Contact us today at +61 2 9520 4366 for a 10 minute complimentary consultation about the trademark application in Australia. You can also reach us at info@pinnacletms.com.au for other enquiries.

Of course Suzanne’s Amazon #1 Best Selling Book ‘Trademarking Your Business’ answers 10 common trade mark questions.   It is a short easy to read book and at $3.99 won’t break the budget.

Trademark your business book