Identity and Distinctiveness

Names and identifiers such as symbols, characters, jingles, sounds, colours, shapes, taglines and so on are designations of origin.

The choices of brand names and identifiers must meet the legal requirements of distinctiveness
and be uniquely owned by a business. To create a distinctive brand it is essential to choose names that are aligned to the business strategy.

Whenever the brand strategy involves introducing a name or other identifier it is important to understand the legal aspects of distinctiveness so that the brand can be uniquely identified by
reference to its chosen identifiers. This involves making correct choices in line with the law. It is also important to understand what legal protections are available to the brand so a strategy may be decided up to secure unique ownership rights to its identifiers.

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