eBRANDCAST
Patenting and Trademarking
June 24, 2021
One of the central goals of branding is to clarify and showcase what’s unique about your brand. And effectively differentiating your business from your competitors in the minds of consumers is critical for your long-term stability. But unlike in-store retail, almost all of your brand assets online are intellectual property, and unfortunately, there are plenty of bad actors out there engaging in counterfeiting and cyber-squatting. These are underhanded tactics that put your brand’s reputation, and even the very survival of your business, at risk. In today’s episode, we discuss the best way to protect yourself: through patenting and trademarking. These are tools to help you defend your intellectual property and make sure your brand is sending clear signals in the market.
0:34 A Brief History of “Coke”
2:39  Protecting Your Brand
6:29 Trademarks and Patents for eCom
12:02 Understanding Generic Names
15:05 When Trademarks Fail