{"id":6456,"date":"2018-03-19T14:45:27","date_gmt":"2018-03-19T13:45:27","guid":{"rendered":"http:\/\/registrare-marchio.com\/nuovo\/?p=6456"},"modified":"2018-07-23T12:57:19","modified_gmt":"2018-07-23T10:57:19","slug":"how-to-conceive-a-brand","status":"publish","type":"post","link":"https:\/\/registrare-marchio.com\/en\/how-to-conceive-a-brand\/","title":{"rendered":"How to Conceive a Brand"},"content":{"rendered":"<p>During the creation of a trademark it is important to be as imaginative as possible, so that the word (or image) constituting <strong>the brand is conceptually detached from the distinguished products\/service<\/strong>.<\/p>\n<p><img src='https:\/\/registrare-marchio.com\/\/wp-content\/uploads\/2018\/03\/how-to-create-a-trademark.jpg' class='aligncenter' alt='How to create a trademark' width='465' height='290'\/><\/p>\n<p><div id=\"toc-np-container\"><p id=\"toc-np-title\">In this post we talk about:<\/p><ul class=\"no-bullets\"><li class=\"header-level-1\"><a href=\"https:\/\/registrare-marchio.com\/en\/how-to-conceive-a-brand\/#Further-advices-on-how-to-create-a-trademark\">Further advices on how to create a trademark<\/a><\/li><li class=\"header-level-1\"><a href=\"https:\/\/registrare-marchio.com\/en\/how-to-conceive-a-brand\/#Weak-trademark-and-strong-trademark\">Weak trademark and strong trademark<\/a><\/li><\/ul><\/div><\/p>\n<p>If you produce clothing and you want to launch on the market a trademark identifying a young clothing line, you should certainly abandon the intention to use as a trademark only the words of common use which directly identify the product (jeans, t-shirt and so on) or its characteristics (for example, young), because it is forbidden by the law.<\/p>\n<p>Specifically, article 13, 1, b) of Italian Legislative Decree 10 February 2005 n.30 provides that:<\/p>\n<blockquote><p>\u201cTrademark which are devoid of any distinctive character cannot be registered and particularly those exclusively made of generic name of product or services or of descripting indications referring to them, such as signs that may be serve, in trade, to designate the kind, quality, quantity, intended purpose, value, geographical origin or the time of production of the goods or of rendering of the service, or other characteristics of the goods or services\u201d.<\/p><\/blockquote>\n<h2><span id=\"Further-advices-on-how-to-create-a-trademark\">Further advices on how to create a trademark<\/span><\/h2>\n<p>In theory, in order not to incur in the violation of the law, you could evaluate the possibility of using as a trademark the words that, although at the beginning descriptive of the product, are modified in such a way as to give life to new words (for example, by changing the word with the addition of prefixes and suffixes), preferably accompanied by a graphical characterization.<\/p>\n<p>For example, in Italy there exists the registered trademark LASAGNAM (for food products and catering services) and CASA RE (for real estate services), as well as in Europe there are the trademarks DRIPHONE (for waterproof cases for electronic products, including cell phone cases) and SIMYSKIN for cosmetic products.<\/p>\n<p><img src='https:\/\/registrare-marchio.com\/\/wp-content\/uploads\/2018\/03\/lasagnam-trademark.jpg' class='aligncenter' alt='Lasagnam Trademark' width='465' height='290'\/><\/p>\n<p>&nbsp;<\/p>\n<p>This expedient is often used in commercial practice because there is the belief (sometimes founded, others much less) that the message conveyed by a brand that directly evokes the product is more effective.<\/p>\n<p>In this regard, in Italy there exists the category of the \u201c<a href='https:\/\/registrare-marchio.com\/en\/\/all-the-types-of-mark\/' class='' title='' target=''><strong>weak trademark<\/strong><\/a>\u201d, with a merely descriptive and evocative function of the product (or service) to which it is combined.<\/p>\n<h2><span id=\"Weak-trademark-and-strong-trademark\">Weak trademark and strong trademark<\/span><\/h2>\n<p>The weak trademark is hardly defensible, in the sense that a later trademark, which is similar and only differs from the former trademark for small amendments or additions is usually considered lawful and not in counterfeiting of the weak trademark.<br \/>\nIn short, you run the risk of facing greater difficulties in defending your own trademark, if weak, against any imitations.<\/p>\n<p>The Italian High Court (Corte di Cassazione, 2 febbraio 2004 n.3984) stated that:<\/p>\n<blockquote><p>\u201cThe distinction between the two types of trademark, \u201cweak\u201d and \u201cstrong\u201d, is important for their protection, in the sense that in case of weak trademark also slight modifications or additions are sufficient to exclude the confusion, while on the contrary in case of strong trademark all the variations and modifications, even if relevant and original, must be considered illegitimate, as they leave subsistent the substantial identity of the \u201cheart\u201d of the brand, that is the expressive ideological nucleus constituting the fundamental idea in which it is summarized and which characterized its strong individualizing attitude\u201d.<\/p><\/blockquote>\n<p>Advisable solution, therefore, consists in <strong>creating from the beginning a trademark which is potentially strong, which may consist of a new word, fanciful, or in a word of common use but in no way connected to the product\/service that the brand distinguished<\/strong> (for example \u201ccloud\u201d to identify a lipstick). The same rule is also applicable in the case of trademarks consisting of images.<\/p>\n<p>If you would like to receive advice or opinion on the brand created by you, you can contact<a href='https:\/\/registrare-marchio.com\/en\/\/eva-troiani-law-firm-trademark-registration-and-legal-protection\/' class='' title='' target=''><strong> Eva Troiani law firm<\/strong><\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>when you create a trademark you have to be very imaginative and original. Only in such a way you can conceive a strong brand and not a weak trademark. Do you know the difference? Find out here!<\/p>\n","protected":false},"author":2,"featured_media":7306,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[96],"tags":[],"class_list":["post-6456","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-the-trademark"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to Conceive a Brand - Registrare Marchio<\/title>\n<meta name=\"description\" content=\"When you create a trademark you have to be very imaginative and original for conceive a strong brand and not a weak trademark. Do you know the difference?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/registrare-marchio.com\/en\/how-to-conceive-a-brand\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Conceive a Brand - Registrare Marchio\" \/>\n<meta property=\"og:description\" content=\"When you create a trademark you have to be very imaginative and original for conceive a strong brand and not a weak trademark. Do you know the difference?\" \/>\n<meta property=\"og:url\" content=\"https:\/\/registrare-marchio.com\/en\/how-to-conceive-a-brand\/\" \/>\n<meta property=\"og:site_name\" content=\"Registrare Marchio\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/registraremarchio\/\" \/>\n<meta property=\"article:published_time\" content=\"2018-03-19T13:45:27+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2018-07-23T10:57:19+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/registrare-marchio.com\/wp-content\/uploads\/2018\/03\/how-to-create-a-trademark.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"465\" \/>\n\t<meta property=\"og:image:height\" content=\"290\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Webdeveloper\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Webdeveloper\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/registrare-marchio.com\\\/en\\\/how-to-conceive-a-brand\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/registrare-marchio.com\\\/en\\\/how-to-conceive-a-brand\\\/\"},\"author\":{\"name\":\"Webdeveloper\",\"@id\":\"https:\\\/\\\/registrare-marchio.com\\\/en\\\/#\\\/schema\\\/person\\\/d146ca630b93795b24ef162aeccd1199\"},\"headline\":\"How to Conceive a Brand\",\"datePublished\":\"2018-03-19T13:45:27+00:00\",\"dateModified\":\"2018-07-23T10:57:19+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/registrare-marchio.com\\\/en\\\/how-to-conceive-a-brand\\\/\"},\"wordCount\":659,\"image\":{\"@id\":\"https:\\\/\\\/registrare-marchio.com\\\/en\\\/how-to-conceive-a-brand\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/registrare-marchio.com\\\/wp-content\\\/uploads\\\/2018\\\/03\\\/how-to-create-a-trademark.jpg\",\"articleSection\":[\"THE TRADEMARK\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/registrare-marchio.com\\\/en\\\/how-to-conceive-a-brand\\\/\",\"url\":\"https:\\\/\\\/registrare-marchio.com\\\/en\\\/how-to-conceive-a-brand\\\/\",\"name\":\"How to Conceive a Brand - Registrare Marchio\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/registrare-marchio.com\\\/en\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/registrare-marchio.com\\\/en\\\/how-to-conceive-a-brand\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/registrare-marchio.com\\\/en\\\/how-to-conceive-a-brand\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/registrare-marchio.com\\\/wp-content\\\/uploads\\\/2018\\\/03\\\/how-to-create-a-trademark.jpg\",\"datePublished\":\"2018-03-19T13:45:27+00:00\",\"dateModified\":\"2018-07-23T10:57:19+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/registrare-marchio.com\\\/en\\\/#\\\/schema\\\/person\\\/d146ca630b93795b24ef162aeccd1199\"},\"description\":\"When you create a trademark you have to be very imaginative and original for conceive a strong brand and not a weak trademark. Do you know the difference?\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/registrare-marchio.com\\\/en\\\/how-to-conceive-a-brand\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/registrare-marchio.com\\\/en\\\/how-to-conceive-a-brand\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/registrare-marchio.com\\\/en\\\/how-to-conceive-a-brand\\\/#primaryimage\",\"url\":\"https:\\\/\\\/registrare-marchio.com\\\/wp-content\\\/uploads\\\/2018\\\/03\\\/how-to-create-a-trademark.jpg\",\"contentUrl\":\"https:\\\/\\\/registrare-marchio.com\\\/wp-content\\\/uploads\\\/2018\\\/03\\\/how-to-create-a-trademark.jpg\",\"width\":465,\"height\":290,\"caption\":\"How to create a trademark\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/registrare-marchio.com\\\/en\\\/how-to-conceive-a-brand\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/registrare-marchio.com\\\/en\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"THE TRADEMARK\",\"item\":\"https:\\\/\\\/registrare-marchio.com\\\/en\\\/category\\\/the-trademark\\\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"How to Conceive a Brand\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/registrare-marchio.com\\\/en\\\/#website\",\"url\":\"https:\\\/\\\/registrare-marchio.com\\\/en\\\/\",\"name\":\"Registrare Marchio\",\"description\":\"Registrazione e tutela dei marchi d'impresa\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/registrare-marchio.com\\\/en\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/registrare-marchio.com\\\/en\\\/#\\\/schema\\\/person\\\/d146ca630b93795b24ef162aeccd1199\",\"name\":\"Webdeveloper\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/a02cd56f63ef3d68a22dd9ce0ce2c095da02e411520c2829b22dbb35fadd5d05?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/a02cd56f63ef3d68a22dd9ce0ce2c095da02e411520c2829b22dbb35fadd5d05?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/a02cd56f63ef3d68a22dd9ce0ce2c095da02e411520c2829b22dbb35fadd5d05?s=96&d=mm&r=g\",\"caption\":\"Webdeveloper\"}}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"How to Conceive a Brand - Registrare Marchio","description":"When you create a trademark you have to be very imaginative and original for conceive a strong brand and not a weak trademark. Do you know the difference?","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/registrare-marchio.com\/en\/how-to-conceive-a-brand\/","og_locale":"en_US","og_type":"article","og_title":"How to Conceive a Brand - Registrare Marchio","og_description":"When you create a trademark you have to be very imaginative and original for conceive a strong brand and not a weak trademark. Do you know the difference?","og_url":"https:\/\/registrare-marchio.com\/en\/how-to-conceive-a-brand\/","og_site_name":"Registrare Marchio","article_publisher":"https:\/\/www.facebook.com\/registraremarchio\/","article_published_time":"2018-03-19T13:45:27+00:00","article_modified_time":"2018-07-23T10:57:19+00:00","og_image":[{"width":465,"height":290,"url":"https:\/\/registrare-marchio.com\/wp-content\/uploads\/2018\/03\/how-to-create-a-trademark.jpg","type":"image\/jpeg"}],"author":"Webdeveloper","twitter_misc":{"Written by":"Webdeveloper","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/registrare-marchio.com\/en\/how-to-conceive-a-brand\/#article","isPartOf":{"@id":"https:\/\/registrare-marchio.com\/en\/how-to-conceive-a-brand\/"},"author":{"name":"Webdeveloper","@id":"https:\/\/registrare-marchio.com\/en\/#\/schema\/person\/d146ca630b93795b24ef162aeccd1199"},"headline":"How to Conceive a Brand","datePublished":"2018-03-19T13:45:27+00:00","dateModified":"2018-07-23T10:57:19+00:00","mainEntityOfPage":{"@id":"https:\/\/registrare-marchio.com\/en\/how-to-conceive-a-brand\/"},"wordCount":659,"image":{"@id":"https:\/\/registrare-marchio.com\/en\/how-to-conceive-a-brand\/#primaryimage"},"thumbnailUrl":"https:\/\/registrare-marchio.com\/wp-content\/uploads\/2018\/03\/how-to-create-a-trademark.jpg","articleSection":["THE TRADEMARK"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/registrare-marchio.com\/en\/how-to-conceive-a-brand\/","url":"https:\/\/registrare-marchio.com\/en\/how-to-conceive-a-brand\/","name":"How to Conceive a Brand - Registrare Marchio","isPartOf":{"@id":"https:\/\/registrare-marchio.com\/en\/#website"},"primaryImageOfPage":{"@id":"https:\/\/registrare-marchio.com\/en\/how-to-conceive-a-brand\/#primaryimage"},"image":{"@id":"https:\/\/registrare-marchio.com\/en\/how-to-conceive-a-brand\/#primaryimage"},"thumbnailUrl":"https:\/\/registrare-marchio.com\/wp-content\/uploads\/2018\/03\/how-to-create-a-trademark.jpg","datePublished":"2018-03-19T13:45:27+00:00","dateModified":"2018-07-23T10:57:19+00:00","author":{"@id":"https:\/\/registrare-marchio.com\/en\/#\/schema\/person\/d146ca630b93795b24ef162aeccd1199"},"description":"When you create a trademark you have to be very imaginative and original for conceive a strong brand and not a weak trademark. Do you know the difference?","breadcrumb":{"@id":"https:\/\/registrare-marchio.com\/en\/how-to-conceive-a-brand\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/registrare-marchio.com\/en\/how-to-conceive-a-brand\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/registrare-marchio.com\/en\/how-to-conceive-a-brand\/#primaryimage","url":"https:\/\/registrare-marchio.com\/wp-content\/uploads\/2018\/03\/how-to-create-a-trademark.jpg","contentUrl":"https:\/\/registrare-marchio.com\/wp-content\/uploads\/2018\/03\/how-to-create-a-trademark.jpg","width":465,"height":290,"caption":"How to create a trademark"},{"@type":"BreadcrumbList","@id":"https:\/\/registrare-marchio.com\/en\/how-to-conceive-a-brand\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/registrare-marchio.com\/en\/"},{"@type":"ListItem","position":2,"name":"THE TRADEMARK","item":"https:\/\/registrare-marchio.com\/en\/category\/the-trademark\/"},{"@type":"ListItem","position":3,"name":"How to Conceive a Brand"}]},{"@type":"WebSite","@id":"https:\/\/registrare-marchio.com\/en\/#website","url":"https:\/\/registrare-marchio.com\/en\/","name":"Registrare Marchio","description":"Registrazione e tutela dei marchi d'impresa","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/registrare-marchio.com\/en\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/registrare-marchio.com\/en\/#\/schema\/person\/d146ca630b93795b24ef162aeccd1199","name":"Webdeveloper","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/a02cd56f63ef3d68a22dd9ce0ce2c095da02e411520c2829b22dbb35fadd5d05?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/a02cd56f63ef3d68a22dd9ce0ce2c095da02e411520c2829b22dbb35fadd5d05?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/a02cd56f63ef3d68a22dd9ce0ce2c095da02e411520c2829b22dbb35fadd5d05?s=96&d=mm&r=g","caption":"Webdeveloper"}}]}},"_links":{"self":[{"href":"https:\/\/registrare-marchio.com\/en\/wp-json\/wp\/v2\/posts\/6456","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/registrare-marchio.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/registrare-marchio.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/registrare-marchio.com\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/registrare-marchio.com\/en\/wp-json\/wp\/v2\/comments?post=6456"}],"version-history":[{"count":6,"href":"https:\/\/registrare-marchio.com\/en\/wp-json\/wp\/v2\/posts\/6456\/revisions"}],"predecessor-version":[{"id":8046,"href":"https:\/\/registrare-marchio.com\/en\/wp-json\/wp\/v2\/posts\/6456\/revisions\/8046"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/registrare-marchio.com\/en\/wp-json\/wp\/v2\/media\/7306"}],"wp:attachment":[{"href":"https:\/\/registrare-marchio.com\/en\/wp-json\/wp\/v2\/media?parent=6456"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/registrare-marchio.com\/en\/wp-json\/wp\/v2\/categories?post=6456"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/registrare-marchio.com\/en\/wp-json\/wp\/v2\/tags?post=6456"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}