Trademark Tips. Imaginative trademarks: how to convey Quality (Street)

It would be highly unfair to monopolise words like ‘great’ and ‘tasty’ when applying trade marks to products. If the name of a product is too descriptive, either of value or quality, then that name can’t be solely allowed for use by a single trader. Imagine if ‘Tropicana’ alone could describe their product as orange juice!

Instead, the juice company chose a name which invokes an idea of tropical freshness without actually using the terms, not only adding to the appeal of the product itself but also allowing for expansion into other flavours of juice drink, all without any risk of deceiving the consumer.

Chocolate companies are old hat at naming products; easy to trade mark, items like ‘Galaxy’ and ‘Heroes’ have names synonymous with quality without restricting other traders’ ability to adequately describe their own brands.

It’s common practise to add a letter ‘z’ to a product’s name and mesh multiple adjectives together to make it as easy as possible for the public to understand the product’s function and to successfully register a trade mark.

Stephanie Thomas, University of Birmingham