What is brand infringement?


The brand infringement appears when a company has a brand name that is similar to a well-positioned existing business that has a strong brand name.


Example?

victor's_secret.jpg



victoria's_secret.jpg




There is a business that was called victor’s Secret that has a similar name with Victoria Secret, which is a well-known existing business that has a very strong name in the market. We can see from this example is that a business chose a name that is similar to an existing business and that’s when brand infringement take place.






Infringement assessment


For example, What the Vancouver Olympics looks at when infringement brand or misleading
business association has been created VANOC will consider these factors:
2010_winter_olympics_logosvgpn.png

1- Factually accurate use2- Relevant use
3- Commercially neutral
4- undue prominence
5- Use of Olympic or Paralympic visuals
6- Unauthorized association






Infringement affects?

Infringement can affect so many businesses. For example, in Victoria Secret and victor secret situation, Victoria Secret is the strong well-known brand worldwide; since the names are similar it might create confusion and affect Victoria Secret reputation. Since the names are similar, Victor Secret might gain positive reputation or brand name recognition by just having similar name to Victoria Secret and become a strong competitor. What we can tell from this example that infringement can affect so many business.







Domain squatting


cybersquatting.jpg



Domain squatting is to use or buy a domain name for specific people or business to make a profit out of it. Therefore it takes advantage of these activities at someone else expense.
















Reference
1-http://images.google.ca/imgres?imgurl=http:www.underconsideration.com/brandnew/archives/victorias_secret_mono_02.jpg&imgrefurl=http://www.underconsideration.com/brandnew/archives/sexy_serifs.php&usg=cZaUK0sVdxeX2qbArbBNMr0Tous=&h=309&w=470&sz=14&hl=en&start=10&um=1&itbs=1&tbnid=MFfCrG-udgHqVM:&tbnh=85&tbnw=129&prev=/images%3Fq%3Dvictoria%2Bsecret%2Blogo%26um%3D1%26hl%3Den%26tbs%3Disch:1
2-http://images.google.ca/imgres?imgurl=http:
farm1.static.flickr.com/151/401384034_25e78fd811.jpg%3Fv%3D0&imgrefurl=http://flickr.com/photos/found_drama/401384034/&usg=1lUxmHQ0oqD3VJZEa-aPeS0-gE8=&h=343&w=500&sz=99&hl=en&start=4&um=1&itbs=1&tbnid=KTm4KXVgChHvcM:&tbnh=89&tbnw=130&prev=/images%3Fq%3Dvictor%2527s%2Bsecret%26um%3D1%26hl%3Den%26sa%3DX%26nfpr%3D1%26tbs%3Disch:1
3-http://blogs.dolcera.com/files/2009/06/cybersquatting.jpg
4-integrated advertising, promotion, and marketing communications, fourth edition, clow baac
5-http://www.vancouver2010.com/more-2010-information/about-vanoc/the-vancouver-2010-brand/protecting-the-brand/
6-http://images.google.ca/imgres?imgurl=http://netdna.webdesignerdepot.com/uploads/2009/03/2010_winter_olympics_logosvgpn.png&imgrefurl=http://www.webdesignerdepot.com/2009/03/39-olympic-logos-from-1924-to-2012/&usg=__jMhTN878BjByC2OR_oeEgjxBV-I=&h=501&w=501&sz=24&hl=en&start=2&um=1&itbs=1&tbnid=pUdECEH6FY60OM:&tbnh=130&tbnw=130&prev=/images%3Fq%3Dolympics%2B2010%26um%3D1%26hl%3Den%26sa%3DN%26tbs%3Disch:1