TRADE-MARKS THE CREDIT THEY DESERVE
In addition, trade-mark owners, in order to
further drive home the brand identifying characteristics of a
trade-mark, normally try to use the trade-mark as an adjective with a
descriptive noun following, for example: 'THERMOS® BOTTLE".
A further and perhaps even more specific way of
referring to this would be: "THERMOS® BRAND VACCUUM BOTTLE".
Thus Editors ought to be alert to the fact that
trade-mark owners want to ensure that their trade-mark is treated as a
brand-identifier and only associated with a product coming from them.
The following rules are usually recommended by trade-marks owners:
1. Trade-marks are normally capitalized.
2. Quite often an R in a circle ® or the expression
"Reg.Trade-mark" is used with respect to registered trade-marks or the
abbreviation ™ or other abbreviations with respect to
3. The trade-mark is normally accompanied by a descriptive term to
indicate the generic or ordinary name of the product.
If these simple rules are followed, trade-mark
owners will usually be happy and the public will be better informed
about the message conveyed by trade-marks.
Special thanks to Brian Gray of Blake,
Cassels & Graydon. A donation will be made to the Canadian
Committee to Protect Journalists in lieu of an honorarium.
Published in Sources, Winter1993/94
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