Protecting Your Brand Value

Brand owners today are very conscious and keen to protect their Intellectual Properties (IP) with many forms of legalities or brand protection for their brands. According to the World Intellectual Property Organisation, IP is the intangible asset of human knowledge, ideas or innovations expressed in any form – literature, music, products, services and more. IP protection, which is a part of brand protection, is more than just protecting brands from copycats; it safeguards the intellectual property of the brand apart from the money, time and effort invested.

Brand protection comes in many forms and the common protections for brands are trademark, copyright and patent. These legal protections are still relatively uncommon amongst many business owners in Malaysia as most business owners do not see how extensive brand protection can help grow their businesses and their brands. The initial investments on brand protection may be costly however these investments can ensure long-term profit for brand owners. A brand that is differentiated and protected has a higher chance to create brand awareness, recall and loyalty; and when the brand is accepted by a certain group of people, market share is formed and eventually, mind share is generated. When powerful mind share is secured, it is hard for other brands to dominate this existing mind share. Such me-too products would not enjoy the original, optimal differentiated brand exposure and will be perceived as copycats.

The benefits of brand protection can be seen in many brands, and one of such brands is Coca-Cola, which has been ranked No. 1 brand in the world for 4 consecutive years (2001-2005). The world-famous Coca-Cola brand has more than a hundred years of history and most importantly it is also distinguished and protected in many ways that any form of duplication would only reinforce the Coca-Cola brand. Its white logotype against a red background and unique bottle shape are brand elements that distinctively represent Coca-Cola, and there have been no other brands like it. Such unique and recognisable brand elements embedded in the minds of its target market are a form of intangible brand protection for the brand. It was through copyrights and trademarks of its brand elements, the tangible form of brand protection, since its early days – did Coca-Cola manage to retain its unique persona and world ranking today. By protecting its brand, Coca-Cola enjoys indisputable brand recognition worldwide and is loved by many that it has became a culture, a passion and created an emotional attachment amongst its target market. And that has made

Coca-Cola the favourite soft drink in Asia (2001
Superbrands Survey), which eventually increases its brand value.

In today’s saturated markets, any product category may have thousands, if not millions, of brands competing amongst each other to get the consumers’ attention. Brand protection does more than just protecting the IP of a brand; it helps to maintain the brand’s differentiated values as well. The simple rule of IP protection is that it prohibits any copy or reproduction of any product or service while preventing similarities of brand elements in the same product or service category. Thus, brand protection makes a brand exclusive and helps to differentiate it from its competitors while protecting the exclusivity of the IP to the brand owner.

Apple, for example, is a fast moving computer technology company that has been enjoying great brand recognition and loyalty ever since its rebranding in the 90s. Although Apple faced a few hiccups after the initial success of Macintosh computers in the 80s, it managed to turn around low sales to high profit a decade later. To stay competitive and differentiated, Apple has focused on a niche of creatively-inclined markets that require high capacity and efficient computers. And through IP protection, Apple has managed to stay ahead in protecting powerful yet aesthetically impressive computers that are unique in the market. Until the periods of its patents are over, Apple can maximise on its IP revenue while continuously building its brand as a trusted, creative and innovative producer of computers and Mp3 players – iPod. Currently, Apple is the reigning top Mp3 player producer in the world with its unique iPod collection (http://en.wikipedia.org/wiki/
Ipod). Although there have been many attempts in duplicating the idea, such similar duplications would have only enhanced iPod’s status as the most wanted Mp3 player brand in the minds of the target market.

Brand protection serves more than just legal acts; it is a form of ownership by brand owners in the saturated market. Without brand protection, the target market would be confused by me-too brands that exploit the look and feel of the original brand. In short, a brand that lacks brand protection may not enjoy greater brand revenue, no matter how well known or innovative the brand may be in the future. A brand that protects its IP would not be an easy target for copycats, and a protected brand is so unique that it can give a differentiated brand experience that is wanted by the target audience.

To get the right brand protection,
talk2us@peopalove.com or call
+604-2288 696.